Enjoy a magical Christmas shopping spectacular in London’s West End

28/10/2010 – From 10am -6pm on 27 November 2010, the streets of London’s West End will be given back to the public, creating a shopper’s Christmas paradise for the sixth annual Shop West End VIP Day Brought To You By American Express.

This year, Shop West End VIP Day is giving back to its first ever charity partner, Starlight Children’s Foundation. Starlight is a national charity that brightens the lives of sick children through once in a lifetime wishes and entertainment in hospitals and hospices across the UK. There will be festive fundraising all over London’s West End and American Express Cardmembers can also help raise money for Starlight.

Lan Tu Head of UK Merchant Services for American Express explains: “Shop West End VIP Day is all about giving. We’re giving shoppers the West End traffic-free, double points to our Cardmembers and £1 to Starlight every time an American Express Card is used over the weekend*.”

Shop West End VIP Day Brought To You By American Express will be a magical day out with retailers and shoppers alike helping raise money for Starlight. The streets will be lined with singers and entertainers and celebrity supporters will be leading teams of fundraisers to raise the Christmas spirit and help the West End for special children’s parties and pantomimes this season. 

For shopaholics and shopaphobes alike, this is the day to shop in London’s West End:
VIP perks include:

  • Make the most of double rewards for American Express Cardmembers**
  • Head down early to save with early bird-offers and promotions
  • Feast on foodie delights
  • Take shopping bags home in a fleet of donation taxis – a first for Shop West End VIP Day***


To celebrate Shop West End VIP Day, American Express Cardmembers will receive double rewards, from cash back to air miles, for all purchases made in the West End on Saturday 27 and Sunday 28 November. There will also be some great offers from West End retailers for Cardmembers including £50 off when you spend over £200 at Jaeger and 10% off at Divertimenti.  For those who want to make a weekend of it, The Thistle is offering a ‘Time for Shopping’ package from £99 per room per night when Cardmembers book with their American Express card.

Jace Tyrrell of New West End Company, the event organiser, says: “We know that shoppers want to enjoy a festive day out in the run up to Christmas and they will love giving back to Starlight Children’s Foundation. London’s West End has everything to offer them; there are over 600 stores and 176 of those are flagship stores, so shoppers will experience the biggest and the best. Once they have finished their shopping, they can enjoy a show at one of the 40 theatres, or relax over a meal and a drink in our 2,000 bars and restaurants.”

The biggest shopping event of the year, Shop West End VIP Day Brought To You By American Express, is arranged by New West End Company representing West End retailers and property owners and lead sponsor American Express, in partnership with: Starlight, Visit London, Transport For London, Westminster Council, The Mayor of London.

To win an amazing West End VIP Day Brought To You By American Express trip or for further information, visit: www.westendlondon.com/vip

TELEPHONE: 020 7828 0118

Notes to Editors:

* American Express will donate up to a maximum of £50,000 to Starlight
**  Only UK Cardmembers are eligible for double rewards.  For full details and terms and conditions visit westendlondon.com
*** Taxis will deliver within a one mile radius of the West End

More Information on New West End Company:

New West End Company is a company dedicated to driving forward London’s West End as the world’s top shopping destination. It is supported and run by major retailers and property owners in Bond Street, Oxford Street and Regent Street. 

New West End Company ensures the ongoing commercial success of the area by promoting the district, delivering street management services and funding public realm projects to improve the shopping environment. It is a leading partner in the biggest regeneration programme of London’s West End in its history. Find out more at www.newwestend.com.
200 million visitors travel into the West End each year. Of these visitors 25% are from overseas and a further 21% are from outside of London. 

Oxford Street was named best destination in the Visit London awards 2007 & 2008.

More information on American Express:

American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success.  Learn more at americanexpress.com and connect with us on facebook.com/americanexpress, twitter.com/americanexpress and youtube.com/americanexpress.
For one day only, Oxford Street and Regent Street will be completely traffic-free, so Very Important Pedestrians (VIP) will have free reign over 600 world class shops as the West End comes alive for the ultimate Christmas shopping experience.


Contact: Henny Breakwell
Email: henny@starlight.org.uk
Tel: 020 7262 2881 #231

Starlight grants a once-in-a-lifetime wish for seriously and terminally ill children, restoring the magic and fun of childhood and giving the whole family happy memories to share, whatever the future holds.

Starlight also creates entertainment in every hospital and hospice throughout the UK. Sick children go to Starlight parties, laugh their way through pantomimes, go out on Starlight Escapes, play games and watch films on the Starlight Fun Centre, and enjoy the toys and puzzles of the Starlight Distraction Box. Happy children respond better to treatment and Starlight helps children to forget about their illness and simply have a bit of fun.

You can make a donation online or by calling us on 020 7262 2881. For every £1 you donate, Starlight can assure you that 91p goes towards helping very ill children. To refer a child for a wish, simply complete our wish referral form.