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Thomas Sweet closes Palmer Square location, remains open on Nassau St.

In Thomas Sweet's newest Blend-In, the store's owners plan to close their Palmer Square shop Sept. 25 and combine it with the flagship parlor at 183 Nassau St.

The move will allow T. Sweet to serve its customers more efficiently, co-owner Tom Block said yesterday. "Closing the Palmer Square shop is something we've talked about for a long time," he said. "We want to have more fun with the store and spend more time behind the counter."

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The first T. Sweet shop opened in 1979 on Nassau Street. The store at 33 West Palmer Square originally served as a temporary location after a fire damaged the first T. Sweet shop. The store remained open because it proved a successful business venture, Block said.

Closing the Palmer Square shop will affect the local ice cream market and may benefit T. Sweet's largest rival, Halo Pub, Block said.

"I'm not concerned," he added. "We made a decision to move and we know we'll lose some business to [Halo Pub], but we will be aggressive and try to get our customers to come to the Nassau Street store."

In an effort to lure customers down Nassau Street, Block said T. Sweet is planning a six-week promotional campaign that will include free ice cream and coupons.

"We want people to know that we're not leaving Princeton," he said.

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