If you grew up in Greensboro, you know the mechanical waving Santa. He’s been a fixture at Friendly Center since the late 1950s, a weirdly charming relic that basically signals the start of the holidays for every family in Guilford County. But while Santa is the icon, Belk Greensboro Friendly Center is the actual engine of that shopping complex. It’s been sitting there at 600 Friendly Center Road since 1957, surviveing through the rise and fall of suburban malls, the total takeover of Amazon, and even a global pandemic.
Honestly, it’s a miracle. Most department stores these days feel like ghost towns with flickering fluorescent lights. But this Belk? It’s different. It’s sprawling. It’s actually two separate buildings because the main store got so stuffed with inventory they had to build a whole new 28,000-square-foot "Home Store" just down the road on Green Valley.
What's actually inside the main Belk Greensboro Friendly Center?
You’ve got the main anchor store, which is where you go for the "big" stuff. We’re talking three levels of everything from Polo Ralph Lauren to the Clinique counter where half of Greensboro probably got their first makeover.
The layout can be a bit of a maze if you aren't a regular. On the main level, you'll hit the cosmetics and fragrance island immediately. It’s heavy on the classics: Estée Lauder, MAC, and Kiehl's. If you need a specific scent for a wedding or just want to smell like expensive jasmine, this is the spot.
Then there’s the shoe department.
It’s massive. You’ll find Steve Madden, Sam Edelman, and Skechers, but honestly, the real reason people flock here is for the sales. Belk is famous—or maybe infamous—for its "Door Busters." If you’ve ever seen a group of ladies sprinting toward a rack of boots at 10:00 AM on a Tuesday, now you know why.
The Men’s and Kids' Sections
Upstairs is where things get serious for the guys. It’s one of the few places in the Triad with a legitimate Big & Tall selection that doesn't feel like an afterthought. They carry:
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- Vineyard Vines (very North Carolina)
- Under Armour
- Levi’s
- Saddlebred (their house brand that’s actually pretty decent for the price)
Kids' clothes are also a big draw here. It’s the go-to for Sunday best outfits and school uniforms. Carter’s and Nike dominate that section.
Why the "Home Store" is a separate thing
Okay, this trips people up all the time. If you’re looking for a KitchenAid mixer or Biltmore sheets, don’t go to the main building. You have to go to the Belk Home Store at 608 Green Valley Road.
The company basically realized they had too much stuff and not enough floor space. So, they knocked down an old bank and a 70s-era office building to create this standalone home paradise. It’s a single-story building with a stony, modern look.
Inside, it’s all about that "Southern Home" vibe. You’ve got:
- The Biltmore Collection: Luxury bedding inspired by the Asheville estate.
- Kitchen Gadgets: Ninja, Cuisinart, and those air fryers everyone is obsessed with.
- Seasonal Decor: This is where the Christmas village enthusiasts lose their minds in October.
Is the Friendly Center Belk closing?
You’ve probably seen the headlines. "Department Stores Dying!" "Macy's Closing 150 Stores!"
As of early 2026, the retail landscape is definitely shaky. Belk has been closing some underperforming "legacy" locations across the Southeast to pivot toward smaller, more curated shops. But the Greensboro Friendly Center location is generally considered a flagship for the region. It’s consistently one of the busiest spots in the complex.
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While the company hasn't put this specific store on a "safe list" forever, its performance and the addition of the Home Store suggest it isn't going anywhere tomorrow. That said, shoppers have noticed fewer employees on the floor. It’s a common complaint in reviews—finding someone to help you in the juniors' section can sometimes feel like a game of hide-and-seek.
Managing the Belk Experience
If you’re going to shop here, you've gotta be smart about it.
- The App is polarizing. Some people love the coupons; others say it’s the buggiest thing since the 90s.
- Curbside Pickup is the pro move. If you don’t want to deal with the Friendly Center parking lot (which is a nightmare on Saturdays), just order online and let them bring it to your car.
- The Credit Card. Just a heads up—the clerks are required to ask you to sign up for the Belk Rewards+ card. It’s got some steep interest rates, but if you’re buying a $500 suit, that initial 20% discount is hard to turn down.
A bit of local history
Friendly Center wasn't always the high-end outdoor mall it is today. Back in the 1930s, this area was literally just woods. People used to get lost in the forest where the Apple Store now sits. When the center opened in 1957, Belk was one of the original "Block B" tenants.
It was a "town square" for the suburbs of Starmount and Guilford Hills. Moms would mail letters, hit the Winn-Dixie, and then go to Belk to see the latest fashions. It’s one of the few original tenants that hasn't changed its name or moved across town. It’s a piece of Greensboro history that’s still functioning.
Practical Tips for Your Visit
Store Hours (Main Building):
- Monday - Saturday: 10:00 AM – 8:00 PM
- Sunday: 11:00 AM – 6:00 PM
Note: The Home Store sometimes closes an hour earlier than the main store on weekdays, so check before you drive over.
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Parking Secrets:
Don't try to park right in front of the main entrance near the fountain. It’s a trap. Instead, park behind the building or near the O2 Fitness side. You’ll walk an extra 50 feet, but you won't lose your mind waiting for a spot.
Returns:
Keep your receipts. Seriously. While they can sometimes look you up by your card, Belk’s return system can be finicky if you’re trying to return something bought online at the physical store.
Military Discount:
They offer an active military discount, which is a nice touch. Just make sure you have your ID ready at checkout because not every new cashier knows how to apply it manually.
What to do next
If you're planning a trip to the Belk Greensboro Friendly Center, your first move should be to check the "Coupons" section of the Belk website or app. They almost always have a "20% off" or "15% off" code that works on everything except the super high-end designer brands. Also, if you’re looking for home goods, remember to set your GPS specifically for Green Valley Road so you don't end up circling the main mall looking for a toaster.
Lastly, if you're there during the holidays, take thirty seconds to look at the waving Santa. It’s a Greensboro law.