What is a pop-up shop? <\/h2>\n\n\n\n
A pop-up shop is a temporary retail business that appears in a space for a set period of time. It can be a matter or days, weeks, or longer. But the idea is that it\u2019s always going to be temporary so it can be a great way to test out a concept without the commitment of a long-term lease. <\/p>\n\n\n\n
A pop-up shop is an alternative to leasing or buying a commercial business premises<\/a>, which comes with higher costs, risks, and commitment. <\/p>\n\n\n\n Many different products can sell successfully in a pop-up shop, but popular ideas include: <\/p>\n\n\n\n The time of year can also influence sales and trends. For example, gifts, decorations, and candles are often popular at pop-ups during the festive period. Looking for more inspiration? We have a general guide to small business trends<\/a> too. <\/p>\n\n\n\n The continuing challenges of the UK economy have seen retail shops struggling. But online shops are seeing opportunities in the empty shops left on the high street. <\/p>\n\n\n\n This is known as \u2018O-2-O\u2019 (online to offline) among retailers, according to a report by the BBC<\/a>. The same article suggested that the number of UK pop-up shops grew by 18 per cent in 2023. <\/p>\n\n\n\n And it\u2019s possible to use this trend to your advantage. <\/p>\n\n\n\n Michelle, owner of Mama Chen\u2019s<\/a> in London, said: \u201cPop-ups are one of the best ways to showcase your brand and what you have to offer. You never know who might be at your pop-up, and it\u2019s a fantastic way to speak to your customers, grow your community and increase your social media following.\u201d<\/p>\n\n\n\n Pop-ups can lean into the scarcity marketing principle, which uses a psychological concept of \u2018fear of missing out\u2019 to get people to part with their cash. The fact that you\u2019ll be on the high street for such a short period of time can encourage people to act now so they don\u2019t miss out. <\/p>\n\n\n\n Mama Chen’s dumplings at a pop-up shop in London. Photo credit: Mama Chen’s<\/em><\/p>\n\n\n\n Lucy, owner of Partner in Wine<\/a>, said: \u201cPop-ups, if you can make them work for you, are a great way of meeting your customers. I’ve met loads of my customers at pop-ups I’ve done in the past, and it solidifies the community-led aspect of my business. <\/p>\n\n\n\n \u201cMeeting people in person and sharing your story with them means they are less likely to forget you and more likely to become a brand advocate, sharing your story with others long after they’ve left.\u201d<\/p>\n\n\n\n Read more:<\/strong> How to boost your brand \u2013 tips from a business owner<\/a><\/p>\n\n\n\n Towns and cities across the country are looking at ways they can bring footfall back to the high street after the pandemic.<\/p>\n\n\n\n For example, Portsmouth Pop-Up<\/a> is set to launch in spring 2024 as a way to support business growth in the city. Businesses can trade in a high street location for a minimum of six weeks without the commitment and cost of leasing for a longer period of time. <\/p>\n\n\n\n Councillor Steve Pitt, leader of the council, said he hopes the scheme will \u201cencourage creativity and innovation and support local start-ups, entrepreneurs, and small businesses to grow by providing them with an opportunity to trial business concepts in a low-risk environment.\u201d<\/p>\n\n\n\n Meanwhile in Brighton, Dukes Lane<\/a> is home to a mix of permanent retail shops and space for pop-ups. Current small businesses trading there include a jewellery maker and wedding dress shop.<\/p>\n\n\n\n And even second-hand businesses are getting in on the idea. Depop partnered with rental agency Sook<\/a> in 2023 to give sellers the chance to reach people in six temporary locations across the country. <\/p>\n\n\n\n Sarah Jordan, founder of Y.O.U underwear<\/a> has a shop in Oxford, but that started as a pop-up opportunity through a local council initiative to revive the city centre after the coronavirus pandemic. <\/p>\n\n\n\n “It was something we never thought possible, but being able to try out a space on a short-term basis was a great way to get started and see how it worked”, she explains. <\/p>\n\n\n\n Sarah shares how pop-ups have helped to increase awareness of her shop: <\/p>\n\n\n\n “They get you out in front of customers you may not otherwise reach and as a small business with a tiny marketing budget, it’s a great way of raising your profile, particularly locally.”<\/p>\n\n\n\n Being mindful of your budget<\/a> is key when choosing your location and pop-up event. <\/p>\n\n\n\n Lucy recommends getting opportunities for cheap and free to experiment with. <\/p>\n\n\n\n She said: \u201cParting with hundreds or even thousands of pounds for your first few pop-ups is (in my experience and in my business) absolutely not worth it. Brand exposure is only worth it if you make money at pop ups where you are paying for a stand.\u201d<\/p>\n\n\n\n \u201cIf you’re not turning a profit they’re absolutely not worth doing\u201d, she added.<\/p>\n\n\n\n Meanwhile Sarah’s top tip is to “use incentives like a giveaway or prize to collect email addresses or get people to follow you.” But that the most important thing is to “go for it and enjoy it”. <\/p>\n\n\n\n Do you know where your online customers are based? Is your local town or city advertising temporary retail space or pop-up shops to rent? Choosing the right location takes a bit of research, but be sure to look at competitors in the area, demographics, and demand for your products. <\/p>\n\n\n\n Michelle at Mama Chen\u2019s said: \u201cFind a good location and just do it. Don\u2019t overthink it, be prepared, and you\u2019ll gain so much from it.\u201c<\/p>\n\n\n\n It might be a good idea to get in touch with your local authority to find out if they have any spaces available. You can also check out We Are Pop Up<\/a> and Appear Here<\/a> to see pop-up spaces to rent in the UK. Or try Salad Days<\/a> if you\u2019re based in London.<\/p>\n\n\n\n Or for more ideas, check out our research into the best UK city to start a business<\/a>. <\/p>\n\n\n\n You\u2019ll likely need a temporary licence from the local authority to run your business as a pop-up shop. Or there might be specific leases and legal requirements if you\u2019re renting the empty space from a landlord. <\/p>\n\n\n\n And if you\u2019re offering things like food and drink, or playing music, then you\u2019ll need a specific licence for these activities too. Read our guide to business licences<\/a> to learn more. <\/p>\n\n\n\n The next step is letting people know you\u2019re opening a shop in the area. You could try targeted adverts on social media, putting up flyers or business cards in nearby shops, or even getting a local ad in a newspaper or community publication. <\/p>\n\n\n\n A press release can also be a clever way of advertising your business for free in the local media. Check out our guide to writing a press release<\/a> to get you started. And if you have an existing email database, why not include your pop-up in your next newsletter? <\/p>\n\n\n\n Other marketing channels like Facebook events and Eventbrite can also be useful to promote your pop-up shop. <\/p>\n\n\n\n Business insurance protects you and your livelihood if something happens that you could be liable for. <\/p>\n\n\n\n Even if you\u2019ve already got insurance for your online business, it\u2019s important to let your insurer know that you\u2019ll be taking your business into a brick-and-mortar shop as there will be new risks to cover for. For example, if a member of the public trips and injures themselves because of some packaging boxes left lying around in your shop. <\/p>\n\n\n\n While specific cover for pop-up shops might not be available, you can work with Simply Business to build a tailored business insurance<\/a> policy to suit your needs. <\/p>\n\n\n\n Related covers:<\/strong><\/p>\n\n\n\n If you\u2019ve been operating solely online, a pop-up shop might be the first time you\u2019ve had the chance to meet your potential customers in person. So making an impression really counts. <\/p>\n\n\n\n A glass of fizz or some free sweets to the first people through your doors can be a nice way to create a buzz and attract people into your shop. <\/p>\n\n\n\n Can you encourage customers to take business cards or sign up to your newsletter while you\u2019re chatting to them? Even if they don\u2019t want to buy something on the day, they could scan a QR code or take away your details to buy online later. <\/p>\n\n\n\n After the day, check your stock<\/a> and review your sales and how many potential new customers you\u2019ve gained. <\/p>\n\n\n\n It\u2019s also a good idea to reflect on anything that could be improved for the rest of the time you\u2019re running the shop. For example, can you move some of the stock around to highlight different products<\/a> or offer a discount to people who sign up to your newsletter? <\/p>\n\n\n\n At a time when 26 per cent of small businesses are struggling to find or retain customers<\/a>, a pop-up can really help you diversify and expand your business.<\/p>\n\n\n\n Being able to test your ideas, improve your products, and create excitement about your brand without the commitment of opening a permanent retail store could be an excellent opportunity for any business. <\/p>\n\n\n\n Michelle, owner of Mama Chen\u2019s shared: \u201cFor us, it provided invaluable information which we would not have gained online. Speaking to customers and getting their feedback helped us grow and improve.\u201d<\/p>\n\n\n\n She added: \u201cIn the beginning, we were doing small weekend pop-ups alongside our full-time jobs. It allowed us to gain experience in running a small food business\/restaurant. It also made us more visible in the industry, and because of it, we\u2019ve been offered opportunities to partner with brands and businesses, such as a residency at the Gantry Hotel, Hilton.\u201d <\/p>\n\n\n\n If you\u2019re clear on your goals, how you\u2019re going to market your pop-up, and you\u2019ll think you\u2019ll make a profit then why not give it a go?<\/p>\n\n\n\n Have you tried selling as a pop-up shop or thinking about doing so this year? Let us know your experience in the comments. <\/strong><\/p>\n\n\n\n With Simply Business you can build a single shop insurance<\/a> policy combining the covers that are relevant to you. Whether it’s public liability insurance<\/a>, stock insurance<\/a> or whatever else you need, we’ll run you a quick quote online, and let you decide if we’re a good fit.<\/p>\n\n\n\nPop-up shop ideas <\/h3>\n\n\n\n
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Pop-ups as a marketing tool <\/h2>\n\n\n\n
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<\/figure>\n\n\n\n\u2018Solidifies the community-led aspect\u2019<\/h3>\n\n\n\n
Regenerating UK high streets<\/h2>\n\n\n\n
Look for cheap or free pop-up events <\/h3>\n\n\n\n
How to open a pop-up shop<\/h2>\n\n\n\n
1. Choose a location <\/h3>\n\n\n\n
2. Get a business licence <\/h3>\n\n\n\n
3. Market your shop<\/h3>\n\n\n\n
4. Check your insurance<\/h3>\n\n\n\n
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5. Prepare for the big day<\/h3>\n\n\n\n
Final thoughts<\/h3>\n\n\n\n
Guides for independent shops<\/h3>\n\n\n\n
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Looking for shop insurance?<\/h3>\n\n\n\n