Williamsburg General Stores - Shopping in VA

Welcome to Williamsburg General Stores, a landmark destination that captures the spirit of Virginia's colonial heritage. For four generations, the Wallace family has curated a shopping experience that pre-dates the modern Colonial Williamsburg foundation. It all began in 1919 when Robert Wallace, a WWI veteran and William & Mary graduate, founded "The College Shop."

Today, operated by Sam Wallace Jr., Cabell Wallace, and Sam Wallace III, our family of businesses has grown into a premier attraction. Whether you are strolling through Merchants Square or exploring the famous Richmond Road "Strip", our stores offer an authentic taste of Virginia hospitality.

Our locations include the historic R.P. Wallace & Sons General Store, the festive Christmas Shop, and the expansive Williamsburg General Store, featuring the area's only Bubba’s Ice Cream Shack.

Looking for the perfect memento of your trip? Our general store offers Williamsburg’s most comprehensive selection of high-quality merchandise. We specialize in:

• Colonial Souvenirs: Authentic replicas, history books, and local crafts.
• Apparel & Accessories: T-shirts, hats, and licensed novelty items.
• Home Decor: Candles, pottery, and seasonal decorations.
• Treats & Sweets: Old-fashioned candy, fudge, and premium ice cream.

Visit us to "WOW" your senses with live fife and drum performances (most evenings) and a shopping atmosphere that transports you back in time. We are the ultimate stop for gifts in Williamsburg, VA.