Merchantville

BY ERIN McFEETERS

This small South Jersey suburb earned its name from a group of merchants who developed its farmland and brought small shops and homes together to create Merchantville Borough, according to the town.

“Merchantville is an eclectic Victorian town with a diverse population and tight-knit community,” said Adrian Rowan, owner of House of Rowan and one of the many businesses that help run Merchantville’s downtown business group.

To someone who has never visited, Carolyn Busa, owner of Peak Secondhand, describes Merchantville as “equal parts Gilmore Girls, Hallmark movie, and Hocus Pocus 1 & 2, with a few scenes of Willy Wonka & the Chocolate Factory thrown in,” said Busa.

Today, many of the same homes from the town’s incorporation in 1874 still line the streets, but with a new mile-

long path for walkers and bikers around town, unique businesses, and a strong sense of community.

As a lifetime resident of Merchantville, Realtor® Rita O’Brien can also attest to the town’s community ties. Her family moved into town when her father worked in Center City, Philadelphia when she was just three years old, and her family has lived there ever since. “I raised my family here, and my son just bought his house here too,” said O’Brien.

Generational families aren’t uncommon, according to O’Brien. On just one street block, “there are four families that are all second-generation,” said O’Brien.

Merchantville’s centralized downtown is just one of many reasons why so many residents stay in Merchantville for a lifetime, and according to O’Brien is one of the town’s best selling points.

Affordability is another reason families stay in town for generations. “The market is still strong here, but it’s always pretty strong,” said O’Brien, who specializes in commercial and residential real estate. “Merchantville holds its own because it’s affordable.”

Homes consist of mostly bungalows and Victorian-style homes, and “there are lots of older homes from the 1800s, so there are no cookie cutter houses,” said O’Brien.

According to New Jersey Realtors® housing market data reports, the yearto-date single-family median sales price in Merchantville is $356,500, $118,500 less than the year-to-date median sales price for the entire state. Inventory is especially limited in this small town, but the single-family market remains competitive, with homes receiving 104.7% of the list price year-to-date.

On the commercial side, O’Brien said some storefronts were vacant during the pandemic, but today, any unfilled storefronts are “because the owners aren’t ready to put them up for lease,” said O’Brien.

These vacancies are not apparent with countless unique and small businesses around town. O’Brien’s favorite Merchantville spot is the Station, a

locally owned business in the former town train station repurposed for a café. O’Brien describes it as the town hub where most residents meet for the Station’s seasonal food, coffee, and baked goods. It also features the work of local artists, hosts art classes and live events, and sells one-of-a-kind goods such as homemade coffee syrup, handmade soap, and jewelry.

The local businesses and residents all come together for community events throughout the year. A resident favorite event occurs throughout October to celebrate Halloween. The town even goes as far as to change its name to Monsterville in October. “Merchantville is also THE Halloween town in NJ,” said Rowan. “We have a lot of Halloween events and a fantastic decorating contest.”

But, throughout the year, Merchantville hosts events to support its small businesses and bring its residents together, such as holiday parades, art festivals, town-wide yard sales, and vendor pop-ups.

“I am both a resident and business owner, so I have a unique perspective,” said Rowan. “As a resident, I enjoy the events and as a business owner, I have opportunities to support and donate to local events.”