Must Read | Cost To Open A Pop-Up Store Many factors go into the cost of a pop-up shop, including size, location and how long it stays open. Some retailers can run a short pop-up event for around $1,500, although longer-running stores (like the Halloween pop-ups) may cost upwards of $30,000. When planning pop-up budgets, brands should factor in promos that align with the event or store theme. Who Opens Pop-Up Shops? A Storefront survey reveals that 40% of businesses that open pop-ups run a brick-and mortar location, 32% operate online and 28% run both online and in-person operations. The most common industries for pop-up shops include: • Marketing and event agencies • Fashion • Consumer products • Entertainment/media • Health and beauty Just Add Promo Pop-up stores can pop up anywhere – festivals, local boutiques, mall concourses. Busch Beer even launched a “pop-up schop” bar in a national forest to benefit the National Forest Foundation. Organizations can turn to promotional products to not only build buzz and attract foot traffic, but to keep their brand top of mind in the long term. Try one of these pop-up ideas: Seasonal pop-up shop With fall just around the corner, brands can set up a pop-up shop at football tailgating events, homecoming parades and pumpkin patches. Local businesses can get in front of fans and attendees with all kinds of logoed items, from rally towels to sunscreen. Nonprofit pop-up shop Pop-ups can also be great fundraising opportunities for local nonprofits, churches and schools. Offer branded products for sale to raise money while spreading the word about a specific cause. Promo items like tumblers and bags are perpetually useful. Local up-and-comer pop-up Community festivals provide prime real estate for pop-up shops, and not just for brands. Individuals like authors and chefs can set up a shop to let the community know about their new book or catering service. Branded merch like bookmarks and kitchen tools get the professional’s name added exposure. Food Trucks: The First Pop-Up Stores Not all pop-up shops sell merch – some sell food. Since the iconic Wienermobile (now the Frankmobile) first appeared in the 1930s, food trucks have continued to grow in popularity. The U.S. is home to more than 35,000 food trucks, which is up from 24,000 in 2020. California boasts the most food trucks, followed by Texas and Florida. Whether food trucks are rolling into street food markets, music festivals or business districts, owners can dole out promos to connect with customers and keep them coming back for more. Siam Vector / Shutterstock.com 62 • JULY 2023 • PPAI
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