Are gallery gift shops necessary? While many would argue that they provide positive contributions towards artistic experiences, others would say that they only exist to boost the commercialisation of art in our consumer-centred society. The recent rise of gift shops in galleries and museums has meant they are closer to becoming retail stores.
Collecting souvenirs is an age-old practice that dates back centuries. Starting in antiquity, holy relics were used as a way to experience the past in a more tangible way. Today, the Association of Independent Museums states that “[providing] visitors with a memory of the museum and to enhance the visit” is a valid reason to have a shop in a museum. Traditionally, reproductions of the artworks within the museum would have been sold in gift shops. These would be kept in a box behind the entrance desk and shown to visitors who could purchase them on request. Due to industrial advances in the nineteenth century, these artistic reproductions became cheap to make as mass-production became easier.
The rise of the museum gift shop also coincides with the rise of consumer culture in the United Kingdom. The 1980s were a decade for consumption as shopping became a popular leisure activity. This was when museum gift shops began to resemble other retail shops, with shelves displaying various items including board games, mugs, books and postcards.
The primary rationale for having gift shops in museums and galleries is the financial benefits. The museum gift shops have proven to be an effective way to keep galleries afloat. Museums receive some subsidies from the government, such as grants provided by Museums Galleries Scotland. However, this money must be used for stated projects, meaning that it cannot be put towards operating costs. Other organisations provide grants for museums and galleries, such as the National Lottery Heritage Fund, but come with similar limitations. Most gift shops are not-for-profit organisations, with all money made going directly toward financing the museum. For some, the amount of money generated in sales is comparable to what is made by ticket sales. In 2012, museum and gallery shops generated £100 million in sales.
However, despite the necessity of gift shops to help finance museums and galleries, the goal is not always simply to provide visitors with a keepsake from a memorable day out. They hope that these physical memories will make you want to return.
Sharon MacDonald, director of the Centre for Anthropological Research on Museums and Heritage in Berlin, argues that those who buy from museum gift shops act as advertisements. This is not only true for items which refer to specific institutions, such as the name of a museum on a rubber, or a drawing of the building on a tote bag, but also for the works they house. Specifically, MacDonald is referring to the reproduction of certain iconic works of art, such as Van Gogh’s ‘Starry Night’, which can be found in the form of jigsaw puzzles, T-shirts, and even a Lego set that are sold in museum gift shops around the world. These reproductions are made with the gallery housing the artwork, in an effort to remind people of these pieces of art.
As a business, the museum gift shop is huge. In 2017 museum gift shops jumped on board with the Black Friday shopping season, launching ‘Museum Store Sunday’. This venture boosted net sales by 60% and visitor numbers rose by 37% compared to the previous year.
Whether you despise this commercialisation or value the option of owning a keepsake, gift shops remain a staple part of the museum or art gallery experience. The huge rise in the number of gift shops reflects what visitors expect from a museum experience. The abundance of cheaper items, such as magnets or stationery, may provide free advertising for a particular artist, or encourage consumers to return. More affordable items are also more accessible, ensuring that those with less money have the same opportunity as everyone else to take home a souvenir after a visit to the museum.
