Merchants Square is a 20th-century interpretation of an 18th-century-style retail village in Colonial Williamsburg, Virginia, United States.

[3] Conceived in 1927 by John D. Rockefeller Jr. and Reverend W. A. R. Goodwin,[4] Merchants Square is considered to be one of the first planned shopping districts in the United States, if not the first.

[4] Small shops throughout Williamsburg would move into a centrally located area that used architecture that was in harmony with the restoration's character.

[5] Most of the stores and shops are located on Duke of Gloucester Street (DoG St.) right across from The College of William & Mary’s campus.

[4] To keep the area as close to historical accuracy as possible, all telephone wires were placed underground, and modern day technologies such as air-conditioning ducts and garage equipment were hidden with shrubs and plantings.