Keep This In Mind Before Starting a Holiday Pop-Up Shop

It feels like the last holiday season just ended, but here we are looking right at another one.

Here's the reality: 30% of annual sales happen during the holiday season according to the National Retail Federation. Ummm, What?! That's incredible.

When you look at this stat, we have to recognize the opportunity during this season for you to open a holiday pop-up shop. Here are a few things to consider when planning your holiday pop-up shop:

Holiday Popup Shop Opening

Finding the right space is crucial.

Since you have a short amount of time to make a profit, you must consider the location of the space. As you're looking for space, make sure you pay attention to things like:

• Square Feet: If you get too large of an area, you might be spending too much, and you risk decreasing the impact if you don't have enough inventory to fill the space. On the other hand, you risk overwhelming patrons in too small of a space
• Contract: Make sure you're clear on the terms of your agreement. The cost of your building will make or break your holiday pop-up
• Cost: Think about how much you will be spending and how that relates to the average rent rate in the area. Just because you're in a short-term lease, does not mean you should be paying exponentially more than the average rent rate
• Look & Feel: Never underestimate the power of "Instagrammable Spaces." You may laugh, but think about the people that will walk through your space. These individuals are your best advocates, so consider how your space will impact their experience and willingness to share images or content

As always, getting into a commercial lease can be terrifying. You're already putting a lot on the line for yourself and your concept.

Here's the exciting thing about considering a holiday pop-up shop: there is a TON of innovation in Commercial Real Estate. That's where concepts like SpaceTogether, where you can use other people's underutilized space to your advantage, come into play. With SpaceTogether, you don't get into a long-term contract, you do not have to equip the space entirely, you decrease your risk, and you can find spaces that fit your budget.

Holiday Popup Shop

Connect with local groups to see if there are opportunities.

In communities like Colorado Springs, groups like the Downtown Partnership host a Holiday Pop-Up Program where they work with short-term retailers. You're not only included in their marketing but also supported by their teams to help your idea work.

Other groups to consider are your local small business association to see if there are incentives you can utilize for your concept. Often, the Small Business Administration in your area provides FREE CONSULTING. It's something to consider.

Build the right marketing mix

You have a short amount of time to turn a profit with a holiday pop-up shop, so let's make sure you are using the right marketing channels that do not break the bank.

• Micro Influencers: As I mentioned, your community will be the best advocates for your concept, so consider reaching out to local individuals with at least 1,500-3,000 followers. These individuals won't expect much regarding money for sharing your space, and they likely have an active social presence. Ask them to come in for a free and exclusive happy hour at in your space to show them what you have. Make sure you have them make social media posts about your space!
• Social Advertising: Yes, this is a hot topic. Don't just advertise to anyone and everyone in your area--that would be a significant waste of resources. Think about your ideal customer: are they male or female? What's their age? What are some of their interests? Do they likely visit a local place often? Using that knowledge, you can craft an advertising campaign on Facebook and Instagram focusing on getting them into your space. Maybe you offer a free drink when they come in if they say a secret code or give them a bracelet when they come over. In essence, think about your ideal customer and build a campaign around that.
• Your Social Media: Your social media needs to have a great aesthetic. Make sure you take great photos of your products. This does not have to be done by a professional photographer; you can typically use your own iPhone or Android device to take amazing photos. Make sure you comment on other people's posts on Instagram in your area, this will help grow your audience and build awareness.

Holiday Popup Shop

Don't forget to treat yourself.

Starting a holiday pop-up shop in the middle of the holiday season will feel like a sprint, so don't forget to think about yourself. Make sure to take a moment to think about how great it is to do the work you are doing.

As you gear up to kick off your holiday pop-up, don't forget that you're a rockstar. Running an endeavor like this is no easy task.

Remember that long term commercial space is not the only option. From finding good, reliable shared spaces to handling logistics along the way, SpaceTogether is here to help. If you need support in finding the right space for your concept, know that the entire SpaceTogether team is available!