are pop-ups poppin off?

morning merry makers,

remember when pop-ups were the it girl of the DTC era?

back in the glory days of everlane’s cashmere cabin, glossier’s phase 1 pink milennial pink pop-up, & warby parker’s holiday spectacle bazaar (which sold dsunglasses, magazines, & christmas trees), pop-ups were the ultimate move for testing retail waters without the full commitment of signing a lease.

the perfect mix of “i might” energy
while still leaving customers saying, “i do.”

fast forward to today & pop-ups are still popping, but they’ve gotten a little pricier, riskier, trickier, &, frankly, harder to get a desirable ROI. the business of fashion reports that sky-high rents & changing consumer behaviors mean brands need more than just an grammable wall to make it work.

which is why i was fascinated to see which brands are making it work this year. time for a look at the themes popping off right now (pun fully intended)!

seasonal stunners

fun fact: the og origin of temporary pop-up retail from 1298 can be traced back to the place i spent the most magical holiday season during study abroad.

the vienna christmas markets.

so it shouldn’t be surprising that one of the most consistent themes of pop-ups is the holiday season. pop up’s go all out with exclusive products, over-the-top displays, & experiences designed to feel like stepping into a hallmark movie:

• john derian holiday shop in bowery slinging over 50,000 whimsical ornaments including caviar, blue cheese, & all varieties of mushies

• target wonderland with fantastical forests, peppermint paths, & ofc brand activations from LEGO & the likes returning to nyc, atlanta, & dallas

• gohar world in nolita with the cutest ever-green plantain tree, selling lace wine bottle aprons, salami candles, & swan lemon squeezers

• see’s candies seasonal shops giving nostalgia wrapped in chocolate.

• spirit christmas shops bc spirit halloween wasn’t scary fun enough, they’re testing taking over a new holiday with 10 locations (well-timed considering the christmas tree shop chain filed for bankruptcy)

plus fifth avenue — the american king of holiday retail activations — is celebrating 200 years by going car free for a day, scenting public streets with nest’s holiday fragrance, & partnering with coach for a free hot coco bar.

soho’s the sandbox

while fifth avenue does holidays best (with the highest budgets to match), the neighborhood that built the pop-up playbook is still where more brands are experimenting, specifically

• gymshark in soho with flexing mannequins & a bodega for pr’s

• cozey in soho giving cozy with their modular couches

• madhappy in soho with their zodiac pharmacy

• shopify ny in soho hosting nico’s closet & enchanté x daniel riccaiardo

• barbie streamhouse x verizon in soho is barbie’s dreamhouse with wifi

• as promised magazine selling their magazine & a curated selection of gems

• honorable mention to the non-soho revolve holiday shop @ the grove la

plus a few coffee shops are doing lil pop-ups like petit plume x maman & mario badescu x noa cafe. an even lighter way to test retail & activitate communitites.

vintage vibin

2024’s vintage scene is thriving, with pop-ups giving new life to nostalgia. from old-school designer pieces to niche indie brands, the hunt feels fresh again so i’m not too surpised to see more vintage pop-ups this year.

• hachi archive for bags

• no standing nyc with designer everything

• grab n go mrkt x arkolab a houston brand testing nyc thrifting in deli style

tis the season to shop secondhand!

my pop-up predictions

pop-ups are evolving from scrappy test the water experiments to sophisticated brand moments making waves.

the bar is higher, but the rewards are too.

heading into 2025, expect brands to go all-in on these temporary spaces, using them as flexible, cost-effective ways to connect, experiment, and shine.retail doesn’t need to be 24/7 to create magic. spirit halloween proves that year after year.

the best things—whether in retail or life—are often fleeting but leave a lasting impression.

cheers to embracing the ephemeral & making merry along the way!

p.s. if you want to make me extra merry, i’d so appreciate if you clicked on this week’s merry partners, the rundown ai, ryse, & creatopy 💛 every click counts!