From bikinis to cat bowls: how museum gift stores became the place to shop Museum gift shops are evolving beyond traditional souvenirs to become curated retail destinations, offering fashion, homeware, and niche items related to exhibitions. This shift is driven by a desire to boost revenue, interpret exhibitions creatively, and appeal to younger consumers who share their purchases online. These shops are becoming significant profit centers, with some reporting over £1 million in merchandise sales from a single exhibition.

• Museum gift shops are increasingly seen as stand-alone shopping destinations, not just exit points.
• Merchandise now includes fashion items, homeware, and unique accessories inspired by exhibitions.
• This strategy aims to boost revenue and creatively interpret exhibition themes.
• Social media platforms like TikTok feature ‘museum hauls,’ influencing younger consumers.
• Merchandise sales are a significant revenue stream for museums, with some generating substantial income from specific exhibitions.
• Curated products aim to offer a more nuanced expression of cultural engagement and fandom.