#ShopMuseums campaign promotes online shops ahead of Christmas

Museums Association

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

Participating attractions include Imperial War Museums, Natural History Museum, British Museum, Science Museum, Tate Britain, the Wallace Collection, and British Library.

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

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

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.