Industry Update: Museum Shop Sunday Campaign Encourages Consumers to Shop with Purpose this Christmas

Sunday 1 December is Museum Shop Sunday, when over 2,100 arts, heritage and cultural attractions worldwide will be coming together to showcase their fantastic shops and unique products with special events and promotions in store and online.

Spearheaded in the UK by the Association for Cultural Enterprises, Museum Shop Sunday aims to highlight the vital role of retail in helping arts, cultural and heritage venues to survive and thrive. Now in its eighth year, the annual campaign has become an established date in the cultural calendar, creating a focal point and a platform for cultural organisations to increase awareness, boost sales and reach new audiences in the busy run-up to Christmas.

This year the campaign has a new tagline, Shop with Purpose, reminding consumers that when they choose to shop at a cultural venue, they are not just buying a gift – they are actively contributing to the future success of that organisation, as well as supporting small business, local suppliers and independent makers. From stylish homewares and quirky artisan gifts to beautiful books and sustainable, locally sourced treasures—there’s something for everyone.

All types of arts, cultural and heritage organisations are invited to take part in Museum Shop Sunday from museums, galleries, cathedrals, theatres and libraries to historic houses, gardens, zoos, parks and ancient monuments. Retail plays a fundamental role in sustaining all types and sizes of cultural attractions for future generations to enjoy, and Museum Shop Sunday is an unmissable opportunity to get that message out to a wider audience.

Cultural Enterprises Communications Manager, Jo Whitworth said, “Museum Shop Sunday is a vital resource for the sector at a time when cultural organisations need to maximise income as much as possible, giving our members a platform to collectively showcase their shops and products and the stories behind them. It’s a fantastic opportunity to show the world just how brilliant our cultural shops are and what wonderful unique and creative gifts you can find when you shop with purpose.”

Cultural Enterprises CEO, Gordon Morrison said, “Museum Shop Sunday provides a unique platform for cultural venues to highlight their retail offerings, driving sales and increasing visibility. It also enables consumers to support their favourite cultural venues while finding unique and meaningful gifts. By shopping with purpose, they are directly contributing to the sustainability and success of these vital institutions. It’s a win-win all round!”.

There are many ways to get involved in Museum Shop Sunday, from running a social media campaign to hosting an event or promotion in store or online. Details and further resources including a marketing toolkit can be found at museumshopsunday.org.uk. You can also follow @MuseumShopSunday on Instagram. Participants are encouraged to use the hashtags #MuseumShopSunday and #ShopwithPurpose in all their own posts.