Five Below, a pre-teen and teen retailer, is opening between Home Goods and Shoe Carnival in Settlers Market on Friday, then celebrate with a weekend-long grand opening event.
Five Below first located on the peninsula in 2005, opening a store in Jefferson Commons in Newport News. Around that time, the company started considering a location in Williamsburg but didn’t find the right spot until a year ago when the Settlers Market center came into view.
“We are really excited that we are able to open our first store there now,” said Liz Romaine, director of marketing operations for Five Below.
The stores are strategically located in family-oriented communities because of the target shopper age. Romaine explained the company saw an opportunity to build a customer base in Williamsburg after several area residents started shopping at the Newport News store. Settlers Market was chosen for the amount of traffic drawn to the New Town area.
The Williamsburg store is not expected to negatively impact the Newport News store, Romaine said, but the Williamsburg area residents will most likely shop at that store once it opens instead. The Williamsburg store will be about 7,500 square feet, compared to about a 5,000 square-foot Newport News store.
Starting Friday, the first 300 customers who make a purchase Friday, Saturday and Sunday will receive a free T-shirt with their purchase. One customer will win a $100 shopping spree; other contests and giveaways will take place over the opening weekend as well. On Friday and Saturday, 5 cent hot dogs will be for sale.
Five Below has 250 stores across the country and plans to have 300 by the end of this year. There are 21 stores in Virginia, spread across Richmond, the D.C. area and Virginia Beach. The 22nd location will open in Charlottesville later this year. The store’s merchandise includes items such as Frisbees and sport products, nail polish, candy and iPhone covers, all priced between $1-$5.
