Shop at Your Own Pace in Williamsburg

While many flock to Williamsburg for the history, the Historic Triangle is also known for its exciting shopping scene. From specialty stores in Merchants Square to the picturesque boutiques dotting Riverwalk Landing to the fabulous finds just waiting to be discovered at the Williamsburg Premium Outlets, your shopping spree could be one for the history books.

The Williamsburg Premium Outlets are one of the most popular shopping destinations in the state of Virginia. People come from all over year-round to shop here for the remarkable brands and extraordinary savings. This shopping mecca features over 135 brand name stores, such as Coach, Michael Kors, Levi’s and Nike, plus many more shops with jaw-dropping deals. Read more about Williamsburg Premium Outlets >

Williamsburg Premium Outlet Shopping

High-End Shops at Merchants Square
Take a retail adventure into the eclectic mix of nostalgic shops and chic boutiques in Colonial Williamsburg’s Merchants Square. This historic retail village showcases posh apparel and fashions from distinguished designers. The square also houses jewelry stores and shops with hundreds of fine houseware items to choose from. Read more about Merchants Square >

Merchants Square Shopping

Shopping in Our Hidden Gems
Stroll along the York River and encounter Riverwalk Landing’s riverfront dining and exquisite waterfront shops. Riverwalk Landing maintains the spirit of colonial architecture with contemporary art, jewelry, clothing and home décor retailers. Local art galleries feature original artwork crafted by both local and regional artists. Find a beautiful piece of fine jewelry that is handcrafted by a master goldsmith and precious metals craftsman. No matter what you’re looking for, you’re sure to find the perfect souvenir or an exceptional gift. Read more about Riverwalk Landing >

Williamsburg shopping
Riverwalk Landing Shopping

One-Stop-Shopping Experience
New Town is a 365-acre community where people live, work, shop, eat and have fun. This lively, trendy area is a convenient shopping spot thanks to its array of stores. From home décor and craft supplies to books, bikes, clothing and jewelry—there is a little of everything here. After shopping, stop by one of the many events this popular neighborhood hosts throughout the year, followed by a delicious meal a short distance down the street. Visiting New Town will feel like you are home with the new friends you will meet. Read more about New Town Shopping >

new town shopping williamsburg va
New Town Shopping

Finding a Rare Treasure
Williamsburg is known to be a reliable destination in the antique world. Our antiques shops carry every item you can imagine, from cameras and Christmas decorations to vintage jewelry, clothing and furniture.

To discover a collection of vintage items all in one place, plan a trip to the Williamsburg Antique Mall. This is one of the largest antique malls on the East Coast, offering true antiques and museum-like pieces. The mall is a whopping 45,000 square feet and features over 300 dealers.

There’s no doubt you will find something memorable during your shopping excursion in and around Williamsburg.  

Explore Charming Merchants Square

18th-Century Appeal with Modern Attractions

Merchants Square began in 1928 as a vision of revitalization by John D. Rockefeller, Jr., the son of the Standard Oil CEO. The plan was to relocate the scattered shops in the district to a central location along what is now known as Duke of Gloucester Street, between the College of William & Mary and the Historic Area. Merchants Square was designed to incorporate the many perspectives that helped shape the British Colonial and early American landscape, mixing the designs of American architects, such as Thomas Jefferson, with the building influences of Caribbean warehouses.

Shopping in Merchants Square

Today, Merchants Square boasts more than 40 shops and restaurants, from Colonial-inspired souvenirs, a classic candy store and a William & Mary campus store, to cooking and kitchen supplies, men’s and women’s fashion, fine jewelry and accessories and quaint bookstores.

Browse clothing selections from both national retailers to locally-owned shops and boutiques. You’ll also find high-end jewelry and accessories ranging from designer shoes and purses to custom-designed earrings, bracelets and necklaces.

Merchants Square is best known for its selection of specialty shops. You won’t want to leave without purchasing a sweet treat from the local bakery or candy shop. Don’t forget some old-fashioned Virginia peanuts. A visit to the local cheese shop can be the perfect complement to a wine tasting at The Williamsburg Winery tasting room and wine bar.

Delicious Dining

Despite being in one of the most historic cities in the country, you may not want to dine like an 18th-century visitor. Merchants Square has plenty of non-colonial dining options to choose from. Whether you’re looking for an upscale dinner for two, a casual meal for the whole family or a quick treat as you continue your historical tours, you’ll find it all in Merchants Square. Local restaurants entice visitors with a wide range of rich and savory entrées for breakfast, lunch and dinner and dessert.

Year-Round Entertainment

Merchants Square hosts an abundant number of events each week. Several restaurants even host local bands and musicians to provide live music while you dine.

From June­­–September, enjoy a free, outdoor concert on the lawn of the Art Museums of Colonial Williamsburg during the Summer Breeze Concert Series. A variety of local bands and artists will perform jazz, blues, beach music and dance tunes—all you have to do is bring a chair or blanket and relax.

Stop by during the holiday season for the annual Christmas Tree Lighting and ice skating at Liberty’s Ice Pavilion. Twirl on the ice rink or sip hot chocolate, or hot cider, as you listen to the holiday-themed music. You may even catch Father Christmas himself, Santa Claus, strolling around the square.

Local Fare

From March through November, Merchants Square hosts a weekly farmers market every Saturday from 8 a.m. to noon. At the Williamsburg Farmers Market, you are sure to walk away with the best in locally-sourced vegetables, pasture-raised meats, fresh bread, homemade pastries, eggs and more. Not only will you get to enjoy the freshest products in the area, but you’ll also be supporting local growers and producers in the Williamsburg area.

With so much to see and do while in Merchants Square, it’s worth spending the day!

For more information, visit