Democracy-focused books, artworks, toys, jewellery and t-shirts are now being sold to an unlimited pool of the museum’s supporters at a time when all revenue streams are vital.

With an audience that is “both national and international”, Amber Greenall-Heffernan, manager of the People’s History Museum shop, says it’s “brilliant to be able to extend the reach” of the organisation’s commercial activities.

The importance of retail revenues have been laid bare during the pandemic, with campaigns such as #shopmuseums and ‘click-and-collect’ initiatives highlighting the sector’s willingness to adapt in order to survive.

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“Everything we stock links in some way to the museum and its collections and archives, meaning our shop is a totally unique retail experience,” Greenall-Heffernan continues. “Making a purchase is also a wonderful way for people to support the museum and our work, which in these challenging times means a great deal.”

The museum plans to reopen to the public on 19th May – provided the government’s plans to ease restrictions remain unchanged – and will run its in-store and online retail ventures in parallel from then on.

The People’s History Museum online shop is now live and can be accessed here.

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