Forget contactless, meet the shop where you pay with a smile

The first store in the world where shoppers can pay for everything in smiles has opened today at intu Trafford Centre in Manchester.

In celebration of World Smile Day, 6 October, the shopping centre opened a pop-up Smile Shop, offering an array of products for purchase with just a grin.

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

Caroline said: “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.”

The shop was 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 centre to celebrate. For more information on the week click here.

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. They simply need to text OUAS17 then £3, £5 or £10 to 70070 or speak to one of the smiling volunteers there on the day.

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 here 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.”


Once Upon a Smile will be hosting an array of fun entertainment on the main stage at intu Trafford Centre as part of the Smile Week 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