Temporary stores that create opportunities for customers to engage with a brand have been “popping up” in a variety of places for many years. Otherwise known as pop-up shops, this short-term retail format has a history that dates back many centuries to the earliest known travelling merchants. More recently however, starting in the early 2000s and growing significantly in popularity since, retailers and brand manufacturers have employed the use of temporary locations as part of an omni-channel strategy to build awareness, launch new products and increase sales by appealing to new customers.

One of the earliest forms of retail trade involved caravans and travelling merchants who would regularly “pop up” in various locations, bringing with them exotic products such as spices, carpets, fashion and more to new markets.

For many years, traditional periodic markets around the globe have provided an opportunity for travelling merchants and part-time entrepreneurs alike to sell everything from fresh seafood and seasonal produce to clothes and housewares. Often located in developing or rural areas, these markets have offered merchants a relatively low-cost way to visit and rent space in a new geographic area each day of the week, introducing new products and innovations to consumers.

While many early examples of retailers “popping up” were temporary by virtue of the markets or seasons in which they were operating (e.g., periodic markets, holiday-themed products, etc.), the pop-up format has evolved to include a greater focus on the customer experience. This includes creating a sense of urgency and exclusivity for “limited time only” events or offering customers the chance to be first to buy new products.

THE POP-UP SHOP