Museums Association, the oldest museums association in the world, has announced the #ShopMuseums campaign to promote online shops ahead of Christmas 2020.
#ShopMuseums was created in response to the coronavirus crisis, with many museums, galleries and cultural institutions under lockdown once again in the UK.
It’s hoped that the initiative will encourage people to buy from museums in the run-up to Christmas, an innovative solution to making money during COVID-19.
The campaign includes 15 museums from across the UK. These institutions are aiming to inspire shoppers to support their favourite cultural attractions.
#ShopMuseums includes 15 museums across the UK
Whilst we and many of our fellow museums are currently closed, our shops remain open online. So today, we’re celebrating the joy of museum shops with some out-of-this-world gifts that are sure to fuel your imagination from home! #ShopMuseums https://t.co/4qS0j5ZutU pic.twitter.com/MbWAks9Ebc
— Science Museum (@sciencemuseum) November 12, 2020
Also taking part are Royal Museums Greenwich, National Army Museum, National Portrait Gallery, Whitechapel Gallery, Museum of London, Norfolk Museums Service, Tyne & Wear Archive & Museums, and Beamish.
Shoppers are encouraged to purchase gifts, books, decorations, homeware, artwork, jewellery and clothing from museum shops ahead of Christmas.
Museums are under lockdown again amid COVID-19
IWM may be closed, but our online shop is still open!
Help support the arts and heritage sector through lockdown by sharing your favourite shops and products with the hashtag #shopmuseums.
— Imperial War Museums (@I_W_M) November 12, 2020
The #ShopMuseums campaign is working closely with #MuseumShopSunday, which was created by the Association for Cultural Enterprises. This aims to support a retail push for museums on the Sunday following Black Friday.
#MuseumShopSunday is currently in its fourth year and generates significant momentum for museum shops around the end of November.
#ShopMuseums and #MuseumShopSunday both aim to encourage consumers to think more broadly about museums’ retail offerings over a longer period of time.
Campaign working closely with #MuseumShopSunday
— Beamish Museum (@Beamish_Museum) November 12, 2020
The participating institutions are running a number of special offers to mark #MuseumShopSunday, which takes place on Sunday, November 29.
In addition, the Museum Store Association (MSA) is holding Museum Store Sunday on November 29, with consumers able to support cultural institutions affected by COVID-19.
This year’s Museum Store Sunday will involve more than 1,400 museum stores, which are representing all 50 states, 22 countries and 5 continents.