Developing the Museum Experience: Retailing in American Museums 1945–91

Museum shops in America were created immediately after World War II (WWII) from what previously were termed museum sales or information desks. Museum retail occurred as a response to increased museum attendance and consumer spending by Americans in the post-war economy. Distinct changes such as mass consumption, the rise of individualism and cultural pluralism, and the modern consumer’s search for novelty, nostalgia, and later high culture, all affected museum responses to visitor needs and museum shop development. As a result, shops were popular and successful throughout the era even in times of general decline in the national economy. Museums, however, did not focus on shops as revenue generators until the 1980s when public support and governmental funding for museums retracted. The manner in which shops contributed to the total museum experience was an important component of museum development.