Inspired by History

Inspired by History

The Association’s broad range of creative and exclusive retail offerings provide a tangible connection to White House history.

The White House Historical Association’s Retail department faced significant challenges in 2020 due to the COVID-19 pandemic. With store closures extending from mid-March through early October, the retail team altered course with a drastically changed strategy, directing its focus exclusively towards online sales.

Despite the challenges, the tactical digital and marketing campaigns, promotional events, and increased efforts in fundraising and corporate sales were all put into place. The 2020 Holiday Catalog, which reached more than 1.3 million customers digitally and in mailboxes on October 15th, generated more than $10.6 million in sales. The catalog allowed our loyal customers to explore our new products from the comfort of their homes. Overall for the year at all locations, sales exceeded $19 million, despite the store closures from mid-March. In response to these changes, there was a push for online sales through digital marketing and promotions. This initiative generated an increase of 3% for online sales, totaling more than $15.6 million for 2020.

2020 White House christmas Ornament

The Official 2020 White House Ornament commemorates John F. Kennedy, the thirty-fifth president of the United States. With this ornament President Kennedy is remembered through his posthumous official White House portrait, created in 1970 by Aaron Shikler. The portrait, symbolic of his unfinished presidency, hangs in the White House today. The reverse side of the ornament features an engraved quote from First Lady Jacqueline Kennedy: “The White House belongs to the American people.” Mrs. Kennedy envisioned a restored, museum quality presentation of furnishings and decor from the era of the early presidents inspired the foundation of the White House Historical Association.

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The new title Wine and the White House: A History, created an opportunity to design a selection of glasses and decanters inspired by the glassware in the White House Collection. Clockwise from left: Two seals represent the elegant glassware in the collection. The seal depicting an eagle is based on the Lincoln glassware. The Cristal de Paris wine glasses and decanter are expertly etched with the seal. The exclusive leather bound, handmade box holds a set of the Cristal de Paris and a special, gilded edge edition of Wine and the White House: A History, signed by the author Frederick J. Ryan, Jr.

The Brooks Brothers Collection was inspired by the iconic Truman Seal. Clockwise from top left: Truman Seal ties in 100% silk were offered in navy, blue, and red. Double-sided Truman Seal bow ties in 100% silk were offered in blue and red. Solid color Truman Seal bow ties in 100% silk were offered in navy and red. A patriotic scarf of 100% silk was inspired by military motifs and those that work in the White House. The Truman Seal pocket square was produced in 100% silk and the Resolute Eagle Cameo cuff links were set in sterling silver.

This Gilded Eagle Tree Topper, handmade by American artist William Adair, was inspired by those made for display in the White House during the presidency of Ulysses S. Grant.

The post-holiday Annual Ornament Sale continued to be a success and in 2020 brought in a total of $768,000. Due to the pandemic, the fifth White House Easter Egg Roll Kiosk was cancelled and online sale of the Easter Eggs was held in its place generating $209,000 in sales. The annual Liquidation Sale was rebranded as a fully online Spring Clearance Sale and proved an outstanding success producing more than $100,000, a 60% increase from previous years. The Fifth Annual Christmas in July Sale produced abundant sales totaling more than $500,000. Multiple new retail events were constructed in 2020 to increase purchasing incentive beginning with the Labor Day Promotion that offered free shipping to all customers and achieved more than $200,000 in sales. In response to the positive feedback from this event, free shipping was again offered with Black Friday and Cyber Monday promotions, which garnered more than $1 million in sales. In honor of the brave men and women who have served in the military, a Veteran’s Day promotion produced $700,000 in orders. In spite of the closures brought about by the pandemic, the Ellipse Kiosk continued for the sixth year by the National Christmas Tree with the help of the National Park Service and sales topped $58,000.

E-Commerce Site Launch

Our new e-commerce site, which launched in April 2020, features an elegant design, engaging photography, and a nimble and responsive platform on Shopify+ that performs and views well on any electronic device. A significant increase in conversions on mobile devices has resulted. As our customer base grows across the nation, shop. whitehousehistory.org continues to stay up to date with the style and user experience that today’s online customers expect for digital shopping.

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