Merchants Square is where Williamsburg eats, shops and takes a break from the 18th century. It sits at the western end of the Historic Area, next to the William & Mary campus, and it describes itself as the heart of downtown Williamsburg. The district dates to 1927 and is considered one of the earliest, if not the first, planned shopping districts in the country, built in a colonial-revival style so that the modern shops sit comfortably beside the restored town. There are more than 40 shops and restaurants. You will find gift and home shops such as Danforth Pewter, specialty food stores including The Spice and Tea Exchange, The Cheese Shop and The Peanut Shop of Williamsburg, clothing and jewelry boutiques, and restaurants ranging from fine dining at Fat Canary to casual stops such as Blue Talon Bistro, Berret’s Seafood Restaurant and Taphouse Grill and Mellow Mushroom. The Williamsburg Winery runs a tasting room and wine bar here, and the Kimball Theatre, operated through Colonial Williamsburg, hosts films and live performances. Merchants Square is free to wander, and the free Colonial Williamsburg shuttle stops here.
Getting there and parking
The district has five public parking areas labelled P-1 to P-5, and P-1 is a paid deck with an electric vehicle charging station on the ground floor. If you are staying near the Visitor Center, the free shuttle stops at Merchants Square, and it is also a short walk along Duke of Gloucester Street from the Capitol end of the Historic Area. The merchants’ association office is at 134 North Henry Street.
What to do
Treat Merchants Square as the social center of a trip. Have a late breakfast or coffee at a café, browse the specialty food shops for edible souvenirs, and choose one of the sit-down restaurants for dinner after a day in the Historic Area. Summer evenings bring free events, and the square hosts seasonal celebrations through the year, so check the events page for what is on. Individual shop hours differ, so check before you plan around a particular store.
Making the most of it
Come in the late afternoon, after the Historic Area buildings close, when the street fills with people leaving the museum and heading for dinner. Booking ahead is wise for the better-known restaurants at weekends and during Grand Illumination in December. It is also an excellent base for families, because there is plenty of space for children to move and the choice of food is wide. Combine it with the Wren Building, the Art Museums and the Capitol for a full day on foot.
What to expect
The experience
An open-air district of more than 40 shops and restaurants beside the Historic Area, free to wander.
Best time
Late afternoon and evening, after the Historic Area buildings close.
How long
One to three hours depending on whether you shop, browse or dine.
Tips
Check individual shop hours, use the public parking areas or the free shuttle and book popular restaurants ahead.
Quick picks
- Best for
- Couples, families and anyone who wants good food and gift shopping near the Historic Area.
- Families
- Space for children to move, a wide choice of food and ice cream and treat shops.
- Couples
- An easy, romantic evening walk with dinner.
- Pair with
- The Art Museums by day and the Wren Building next door.
- Time needed
- One to three hours.
Good questions
Is Merchants Square free to visit?+
Yes. The district is open to wander, and you pay only for what you buy or eat.
How many shops and restaurants are there?+
More than 40, including gift shops, specialty food stores, clothing and jewelry boutiques, cafés and restaurants.
Where do I park?+
There are five public parking areas labelled P-1 to P-5, and P-1 is a paid deck with an electric vehicle charging station.
Does the Colonial Williamsburg shuttle stop here?+
Yes. The free shuttle stops at Merchants Square as well as the Historic Area and the Art Museums.
What else is here besides shops?+
The Kimball Theatre hosts films and performances, and the Williamsburg Winery has a tasting room and wine bar in the square.
