How to create the perfect holiday pop-up experience

SAUL LOEB // AFP via Getty Images

How to create the perfect holiday pop-up experience

People shop for Christmas presents at an annual market in downtown Washington, DC during the holidays.

According to the National Retail Federation, the end of the year is a key shopping season for retailers, accounting for an average of 19% or more of annual sales. However, for some retailers, the fourth quarter is their only quarter. These seasonal stores are open for a limited time to serve specific holidays such as Halloween or Christmas.

If you’re thinking about opening a retail store, focusing on a specific holiday can be a great way to start building a customer base and expanding your product offerings. It can also be a way to start your own business and turn a hobby into an additional source of income. Instead of just baking Christmas cookies for the neighbors, why not sell them to a larger audience?

Square suggests some best practices for starting your own seasonal business.

What to sell during the holidays

Seasonal pop-up retailers sell items designed for gifting, and choosing which products to sell is all about appealing to what your customers want most during the holidays. With so much to choose from, it may be best to focus on one topic or niche. It also helps if your products are something you’re passionate about – it’s easier to sell something you love and believe in. Here are six ideas to get you thinking:

• Specialty Cards: Exchanging Christmas cards is a popular tradition for many people and selling specialty cards can be a good niche. Consider offering personalized cards, such as photo cards. Or sell unique cards that are handmade, whimsical or humorous.
• Christmas Sweaters: From festive to ugly, Christmas sweaters are becoming increasingly popular. In fact, many people plan Christmas parties around themselves. You can start a business that specializes in sourcing and selling these products.
• Food and Sweets: Sweet treats are always a great gift idea. If you have a great recipe, think about making, packaging and selling your treats. Another idea is to package and sell food in gift baskets or special boxes.
• Christmas Decorations: Homeowners are always looking for unique seasonal decorations for the holidays. If you’re crafty, you can make and sell your own pieces. Or set up a store around a specific theme, such as selling wreaths, ornaments, or vintage Christmas decorations.
• Candles: Candles are another popular Christmas gift. You can open a holiday store that sells scents for the season, i.e. the transition from the fall to winter holidays.
• Accessories: You could curate and sell unique accessories like jewelry, ties, hats, or even socks. Whether you source unique finds from thrift stores or make them yourself, these items make great gifts.

Where can you sell during the holidays?

Temporary pop-up shops are particularly popular around the holidays: According to a consumer survey by PopUp Republic, 61% of shoppers visit a pop-up shop to find seasonal products.

You can set up a physical pop-up shop by renting space in an empty storefront or setting up a display in a complementary store. A survey by short-term retail space marketplace Storefront found that 80% of companies that host pop-up stores consider them successful and 58% say they are likely to host another one.

While a physical pop-up shop is a great way to interact with customers, you shouldn’t discount the idea of ​​opening an eCommerce pop-up shop. With templates that showcase your products, you can easily launch a seasonal online store that stands alone or enriches your personal experience. Customers look for unique items and gifts, especially during the holidays. So make sure your website conveys the fun and festive nature of your business and what you offer.

Social media channels can also help boost sales for your pop-up shop. Aside from helping to promote your store, social media channels can also be another great place to sell your products. As more businesses choose to sell on TikTok Shop, Instagram Shop, Facebook Marketplace, and more, strategic use of these channels can help create more opportunities for your pop-up shop.

Whether offline, online or both: a pop-up shop is only open for a short time, so you should also invest in marketing. Social media allows you to quickly reach many people and ads can be targeted to your customer base.

And be sure to start your marketing before the opening by publishing “coming soon” posts to build buzz and excitement. Have your homepage ready before your products load and offer visitors the option to sign up for your newsletter so they get advance notice of your opening.

What to do after the holidays?

When the season is over, the fun doesn’t have to stop. You can temporarily “close” your store by deactivating the products on your website. However, out of sight can mean that you are no longer on mind. So consider keeping your website active and providing information about when you will reopen. You could even add excitement by using a clock that counts down the days until your return.

Stay top of mind with an email newsletter. Thank them for their business and then contact us throughout the year to share news and tips. About a month before your reopening, give your subscribers a first look at your new products, as well as any coupons or details about your physical pop-up shop.

Finally, take the time to evaluate the success of your products and marketing. Identify your best sellers and your most effective campaigns.

Seasonal business should be fun – for you and your customers. The focus of the holidays is joy. By creating a unique shopping experience, you’ll delight customers who can’t wait to come back next year.

The right tools are essential to minimizing the chaos of the holiday shopping season. From inventory management to eCommerce solutions, Square has all the tools you need to start, run, and grow your business—whether you sell in person, online, or both.

Here are some additional resources to help businesses provide their customers with a festive and stress-free shopping experience and stay competitive.

This story was produced by square for its publication The conclusion and reviewed and distributed by Stacker.