Pop-Up Stores: The Secret Weapon to Boosting Sales This Holiday Season
If you have been following this newsletter for a while, you've probably noticed that I’m obsessed with retail. Not the boring kind, but experiential, customer-focused retail. This industry has taught me the importance of getting customers excited about your product—that’s the whole idea behind this newsletter. It’s the difference between customers fighting to get your product and a brand struggling to make a single sale.
Over the years, I’ve organized dozens of pop-up events—both for my own sample sales business and for other brands. I genuinely believe pop-up stores are a fantastic opportunity, and not just for traditional, product-centric businesses. As the holiday season approaches, below are some reasons why you should consider running one (or a few) pop-up events in the upcoming months.
I did run this Chloé aniversary pop-up store as well!
Even if you’re in a service-based business or your focus is entirely online (like digital marketing), you can still apply the principles of scarcity and buzz generation by thinking creatively about how to host a "pop-up event" online. The benefits remain the same.
What is a Pop-Up Event (in the broadest sense)?
A pop-up event is anything temporary and unexpected where your brand “pops up.” There are numerous ways to organize it: from your own pop-up store or space, to hosting an event in someone else’s store, gallery, or salon, introducing your brand to their audience. You could even consider an open-air tent, shipping container, or any other form of activation.
I’m not a fan of the typical pop-up markets and fairs because you end up just being one small fish in a very crowded ocean. The purpose of a pop-up is to do something unexpected, so consider timing and space carefully—and always think about doing what your competitors aren’t.
One of the pop-up stores I had the pleasure of running
Here’s why I think pop-up events are game-changers 👇
1. Instant Buzz & Brand Awareness
Pop-ups are like parties for your brand. Done right, they generate buzz, attract media attention, and create excitement. They can also bring your online followers into real life (IRL), potentially even bringing their friends along. People constantly crave something new—sometimes you don’t need new products, just a fresh way to present what you already have. A well-executed pop-up helps you stand out from competitors and expands your brand beyond the digital world.
2. Direct Customer Feedback
Face-to-face interactions are invaluable. They allow you to get real-time feedback that you just can’t capture online. Meeting your customers in person and observing their behavior provides actual data that can shape your business.
3. Test New Markets
Pop-ups let you dip your toes into new markets, regions, or niches without long-term financial commitments. You might be surprised by the opportunities that open up. I highly recommend trying pop-ups beyond your regular city—maybe even in different countries if possible.
4. Create Unique, Shareable Experiences
Pop-ups aren’t just about selling—they’re about creating memorable experiences. Make it shareable! Get creative with the store layout, add interactive elements, and people will be snapping photos and sharing them on social media. The more shareable, the better.
5. Boost Sales & Scarcity
Running a limited-time event naturally creates urgency. People are more likely to make impulse buys when they know the shop won’t be around next week. With the holiday season approaching, now is the perfect time to plan a pop-up. I recommend organizing a series of pop-ups to reach a larger audience—trust me, you’ll love the results.
6. Build Relationships with Partners
A pop-up event also presents an opportunity to collaborate with local businesses or influencers. Cross-promotion can help you share customers and build community ties. If it works well, you can continue the partnership with future events or initiatives, like offering gift cards that can be bought IRL.
Now, I need your help. I have SO MANY lessons about running pop-up events—from finding the right space to maximizing sales and storytelling to extending customer relationships beyond the event. I’m considering doing a workshop on this topic but am unsure if it’s too niche. Would you be interested? Please reply with YES or NO to this email—I’d love to hear your feedback! 🙏
