Pop-up retail, also known as pop-up store (pop-up shop in the UK) or flash retailing, is a trend of opening short-term sales spaces. A pop-up retail space is a venue that is temporary - the space could be a sample sale one day and host a private cocktail party the next evening. The trend involves "popping-up" one day, then disappearing anywhere from one day to several weeks later. These shops, while small and temporary, can build up interest by consumer exposure. Pop-up retail allows a company to create a unique environment that engages their customers, as well as generates a feeling of relevance and interactivity.
They are often used by marketers for seasonal items such as Halloween costumes and decorations, Christmas gifts and Christmas trees, or fireworks.
The term is often applied to shops offering items of apparel, where the shop is intended less to transact profitable sales than to promote demand for the goods and thereby produce profitable business at other locations, or in modes other than walk-in stores.
Photo courtesy of Biggest Retail Trends of 2012.
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