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Holiday pop-up shops - Are chains missing a big opportunity?

Written by RetailWire Staff

Pop-up shops have been around for years in one form or another, but they seem to be growing in importance, especially around the holiday season. According to a recent story on CNBC, pop-ups generate $2 billion in revenue around the holidays, appearing in locations from churches to malls and parks.

According to a survey from PopUp Republic, 61 percent of respondents shopped pop-up shops to find seasonal merchandise; 39 percent were looking for unique services or products; and 36 percent wanted to shop locally.

The Sacramento Bee reports that a new pop-up store called California opened on Black Friday in the Oak Park neighborhood of Sacramento, and features the creations of 40 merchants and designers. Ninety percent of the wide variety of merchandise is said to be Sacramento-made. The owners plan to change the name and theme of the pop-up space every six to eight weeks — the next iteration will be a pop-up wedding chapel.

Meanwhile, in New Jersey, according to The Village Green, the NJ350 Holiday Pop Up store was open in South Orange, but only for four days, featuring merchandise tied to the 350th anniversary of the founding of New Jersey, plus product from local artists. This store has been hosted by 15 towns for just a few days each. Artists get 100 percent of the proceeds, which is unusual.

Groupon has gotten into the act in Australia, according to DailyDealMedia, allowing customers to purchase merchandise in pop-up stores, or place online orders with Groupon and pick them up in-store. Naturally, Groupon is offering deals, such as 70 percent-off 20 "click and collect" products, with more added as the season progresses. EBay is opening a competitive store in Sydney.

In San Francisco, the San Francisco Gate says a variety of pop-up shops are open, from Amazon to eco-fashion brand Armour Vert. A collection offered at Makers Market includes work from 40+ artists and offers "meet and greets."

Other San Francisco pop-ups include El Marcado, a Holiday Market at Ghirardelli Square; California Optical Spectacle shop; Local Luxury Holiday Pop-Up featuring several well-known designers; and Amazon's, pop-up, located in the Westfield San Franciso Centre near Bloomingdale's, featuring Kindles, Fire tablets and other devices.

Many holiday-themed pop-ups are clustered together, and offering entertainment, food, charity tie-ins, and special events.

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