Pop-up stores for ChristmasPosted: September 16, 2011
HMV has announced that they’ll be opening around 20 pop-up shops this Christmas.
Pop-ups have been a part of our lives for some long time. They tend to fulfil one of two functions:
- Selling seasonal goods
- Creating a point of focus for a high fashion/high PR brand, typically in an up-and-coming location eg Shoreditch
The seasonal goods market has been principally identified with Christmas – calendars, decorations, and gift products like perfume.
As online retailers pick up a greater proportion of our everyday spend, there is a logic in HMV’s move that could be emulated in other sectors. Pop-up bookshops, toy shops, electricals stores etc would be a rational development, as the high price of occupancy, staff etc makes year-round trade less supportable.
Too many retail sectors only make money at Christmas – so why trade through the remainder of the year, if customer loyalty to bricks and mortar can no longer be guaranteed?
Food for thought…