What is the Cheese Shop in Merchants Square?

The Cheese Shop is a legendary Williamsburg specialty food store selling artisan cheeses, house-made sandwiches, wines, and gourmet items since 1971. Their free bread and cheese samples in the back are a must-try, and the sandwiches are widely considered the best lunch in Williamsburg.

Is Merchants Square connected to Colonial Williamsburg?

Yes — Merchants Square sits at the western end of Duke of Gloucester Street, the same road that runs through the heart of Colonial Williamsburg's Historic Area. You can walk directly from the shops into the 18th-century streetscape.

Is there parking at Merchants Square?

Free parking is available in lots and on-street spaces around Merchants Square. The Colonial Williamsburg Visitor Center parking lot (free) is also nearby, with shuttle service to the Historic Area. On busy weekends, arrive early for the closest spots.

What are the best family restaurants at Merchants Square?

The Cheese Shop for sandwiches, Blue Talon Bistro for French comfort food, DoG Street Pub for casual burgers and pub fare, and Kilwins for ice cream and chocolate. The colonial taverns (Shields, King's Arms) are a short walk east for a full 18th-century dining experience.

Merchants Square

Name: Merchants Square
Address: 425 Duke of Gloucester St, Williamsburg, VA, 23185, US
Telephone: (757) 220-7751
Rating: 4.5

Rating

4.5(2,800)

Price

Free

Duration

1-2 hours

Best Ages

All ages

About

Merchants Square is Williamsburg's open-air shopping and dining district, occupying several blocks at the western end of Duke of Gloucester Street where Colonial Williamsburg's historic area meets the modern town. The square's colonial-revival architecture blends seamlessly with the adjacent 18th-century streetscape, creating a cohesive, walkable shopping experience that feels both historic and contemporary.

The square features over 40 specialty shops and restaurants, many of them locally owned and unique to Williamsburg. Unlike outlet malls or chain-dominated shopping centers, Merchants Square has the feel of a curated village — each shop has personality, and the mix ranges from bookstores and toy shops to clothing boutiques and home goods stores. For families, the shopping is browsable and pressure-free.

The Cheese Shop is the anchor of Merchants Square and arguably the most famous specialty food shop in Williamsburg. Since 1971, it's been serving legendary sandwiches, artisan cheeses, and house-baked breads. The shop's back counter offers free bread ends and cheese samples that have become a Williamsburg tradition — kids and adults line up for the generous tasting portions.

The sandwiches (especially the turkey with house dressing) are considered some of the best in the region.

Kilwins chocolate and ice cream shop is the family's dessert headquarters. Hand-dipped ice cream, fresh fudge, caramel apples, and chocolate-dipped treats are made on-site, and watching the candy being made through the shop window is entertainment in itself. The sea salt caramels make excellent bring-home gifts.

Merchants Square connects directly to Colonial Williamsburg's Duke of Gloucester Street, making it a natural starting or ending point for a day in the Historic Area. Many families begin with breakfast or coffee at Merchants Square, walk into Colonial Williamsburg for the day, and return to the square for dinner. The integration is seamless — you can walk from a modern restaurant into 1774 in under five minutes.

Age Suitability

Infants (0-1)Toddlers (1-3)Little Kids (4-6)Big Kids (7-9)Tweens (10-12)Teens (13-17)

Parent Logistics

Stroller-Friendly

Kid Meals

true

Setting

Indoor & Outdoor

Rainy Day

Great option!

Plan Your Visit

Best Time to Visit

Late morning for shopping; evening for dining and Colonial Williamsburg proximity

Wait Times

No wait for shopping; restaurants may have 15-30 minute waits at peak times

Nearby Food

The Cheese Shop (legendary sandwiches and cheese), Blue Talon Bistro (French bistro, family-friendly), Fat Canary (upscale), DoG Street Pub (casual), Kilwins (chocolate and ice cream). Colonial taverns are a short walk east.

Why Kids Love It

Merchants Square sits at the western end of Duke of Gloucester Street, creating a seamless transition between Colonial Williamsburg's historic area and a charming modern shopping village. For kids, the appeal is part atmosphere and part treasure hunting — the shops are small, specialty stores where finding the perfect souvenir feels like a quest.

The Cheese Shop is a Williamsburg legend, and kids love watching the staff slice fresh cheese, prepare signature sandwiches, and recommend samples. The free bread ends and cheese samples in the back of the shop are a kid magnet. Kilwins chocolate and ice cream shop anchors the sweet end of any Merchants Square visit, with waffle cones visible through the window and the aroma of fresh fudge pulling families through the door.

The square's pedestrian-friendly design means kids can walk freely between shops without traffic concerns. Street musicians and performers occasionally set up in the open areas, and the colonial-style architecture creates a storybook setting. During the holiday season, Merchants Square transforms with twinkling lights, carolers, and special events that make it one of Virginia's most charming holiday shopping experiences.

Pro Tips from Parents

The Cheese Shop's house bread and cheese samples in the back are free — don't miss them.
Walk through Merchants Square to connect with Colonial Williamsburg's Duke of Gloucester Street — it's the same road.
Kilwins' fudge and sea salt caramels are excellent edible souvenirs to bring home.
The Blue Talon Bistro is the best sit-down family restaurant in the square — French comfort food that kids love.
Holiday season (Thanksgiving-Christmas) brings live music, decorations, and Grand Illumination events.

What to Bring

comfortable walking shoes
shopping bags
camera for the colonial architecture

Cost Info

Free Admission

Estimated Cost (Family of 4)

$0-$80.

Browsing is free.

The Cheese Shop sandwich: ~$9-$12/person.

Ice cream at Kilwins: $5-$7/person.

Souvenir shopping: $10-$30.

Family lunch: $40-$60.

Tips to Save

Window shopping and people-watching are free.
The Cheese Shop is the best lunch value in the area.
Kilwins ice cream is a cheaper treat than full restaurant desserts.
Many shops are unique to Williamsburg, making souvenirs more meaningful than mass-produced options.