The Merchant General Store

The Merchant General Store in Black River Falls, Wisconsin, offers a charming shopping experience with a diverse selection of unique gifts, home decor, gourmet foods, and local specialty items. This welcoming establishment features friendly service, quality merchandise, and a nostalgic atmosphere that captures the essence of a traditional general store. Visitors can explore an extensive collection of Wisconsin-made products, seasonal decorations, and artisanal treats while enjoying the store's historic downtown location.