When most people think of pop ups, what probably springs to mind are brands with a physical object to sell - beauty, fashion, food and drink for example.
But should we be thinking more innovatively about what pop ups can do?
On the one hand, our research supports that these brands are still the most popular; food & drink came out on top with 31% of those considering visiting a pop up in the next year naming this sector as their go-to choice. Fashion, Consumer Tech and Beauty followed in 2nd, 3rd and 4th place.
So if your brand is in one of these sectors, it's worth considering that there's a significant audience out there actively looking for these kind of brand experiences. And as we'll highlight more below, pop ups are a surefire way of reaching new customers who are likely to go on to become true brand advocates and repeat purchasers.
Another consideration is the type of audience you're hoping to tap into. For example, the increasingly unreachable Gen Zs were more likely to be interested in Consumer Tech and Sportswear & Fitness - so don't let your competitor get to them first.
But what about brands without that physical product to sell? Travel was the consistent lowest pick across all groups, however we feel this actually points to a much bigger opportunity. Consumers aren't likely to have been to or seen many pop ups from the travel and leisure sector; but with some creativity and innovation, this is an uncrowded space that a brave enough brand could step forward and own.