World’s first store where shoppers can pay with a smile to open at intu Trafford Centre


The first store in the world where shoppers can pay for everything in smiles is opening at intu Trafford Centre.

The pop-up Smile Shop will be open on Friday to celebrate World Smile Day.

From yo-yos and lollipops to sweets and fidget spinners, all the goods for sale are proven to make shoppers smile, says Caroline Aikman, marketing manager at intu Trafford Centre.

“The idea of the store is simple – just pop in, pick an item that makes you smile and present it at the smile-till with your widest, cheesiest smile.”

While no money is used at the Smile Shop, visitors can voluntarily donate to intu Trafford Centre’s charity partner, Once Upon a Smile, which supports bereaved children in the local area.

The charity will be hosting an array of fun entertainment on the main stage at intu Trafford Centre as part of the celebrations. There will also be a variety of ways of getting involved and fundraising for the charity throughout the day online – look for #mysmilemoment for more information.

Daniel Jilling, co-founder of Once Upon a Smile, said: “We’re really excited to be partnering up with intu Trafford Centre for the first ever Smile Shop. Any money raised will make such a difference to the children and adults we work with at Once Upon a Smile.

“World Smile Day is all about putting a smile on people’s faces which is exactly what our charity aims to achieve. We can’t wait to see everyone at the shop with their very best smile!”

The shop will be open 2-8pm on Friday 6 October and is located in the Orient at intu Trafford Centre. Tweet #thesmileshop to join the conversation

To donate to Once Upon A Smile simply text OUAS17 then £3, £5 or £10 to 70070 or speak to one of the smiling volunteers there on the day.

The shop is being set up by intu Trafford Centre’s customer services team as part of National Customer Service Week (2-6 October) and is just one of a wide range of activities taking place in the centre to celebrate. For more information click here.


Manchester is a successful city, but there are many people that suffer. The I Love MCR Foundation helps raise vital funds to help improve the lives and prospects of people and communities across Greater Manchester – and we can’t do it without your help. So please donate or fundraise what you can because investing in your local community to help it thrive can be a massively rewarding experience. Thank you in advance!

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