Pop-up Retail Abounds

We already know that the “big box” store model has its challenges these days. And micro store footprints have become a widespread alternative to high rents and excess inventory. Even Ikea is getting into the mini-store game.  But this summer, another retail format is trending. The pop-up (like a food truck for shopping) is everywhere.

Big brands are taking it to the streets (literally) to build awareness and revenue outside of conventional shopping malls and retail stores. They often appear within larger experiences, such as festivals, sporting events, and other massive consumer gatherings.

Also known as “flash retailing,” this trend is believed to have emerged in 1997. Flash forward to 2025, and a website called Storefront, dedicated to the pop-up retail store, enables brands to find temporary spaces, learn how to operate a successful pop-up, and adopt best practices.

TikTok and Instagram channels are also dedicated to pop-ups, enabling trend shoppers and brand fans alike to sample and buy new and favorite products.

Among the types of pop-ups we’re seeing are:

• Seasonal “Shops:” For example, luxury brands and those companies with summer-specific offerings are bringing their wares to high-end resorts and main streets. LoveShackFancy, ABC Carpet & Home, and Gucci will all be hitting the Hamptons this summer. Resort properties, cruise lines, and towns frequented by vacationing consumers are among the most popular sites for these retailers and food brands. Tying products to seasonal consumer needs is a smart marketing strategy.
• Festival and Event Activations: We now all take for granted that we’ll see shopping and sampling booths at most major consumer events, including sports, music, and arts gatherings. To compete for share of attention and wallet, brands are investing in immersive experiences, including digital novelties like photo booths, vending machines, and other “shareable” moments. Among some of the brands that are popping up are Aperol, DUNKIN’ Donuts, Heineken, Liquid I.V., M&M’s, Red Bull, Stella Artois, Absolut Vodka, Lululemon, and Ulta Beauty. Marketing agencies specializing in this type of breakthrough marketing have emerged.
• “Test” Locations: Start-up brands as well as established companies looking to test new products or promotions may look for temporary sites as proof of concept. For example, REVOLVE transformed its LA pop-up into an 8,400-square-foot permanent location.

Speaking of pop-ups, consider Street Fight LIVE a one-day activation for our brand! Join us on September 30th in Los Angeles.