You never know what may pop-up in New York City. The city is constantly stirring up new activities for locals and tourists alike, and a pop-up shop is always an enticing surprise. As a temporary retail space, pop-up shops are a unique way to fill up your weekend.

Pop-up shops can show up anytime and anywhere to launch new products and showcase popular brands. However, you can expect a lot of brands to announce a pop-up shop in September due to New York Fashion Week being just around the corner. Be prepared to travel down to SoHo, as it is a hotspot for a pop-up. It is good to be aware that these shops disappear just as quickly as they come — they are typically only open for a few days to a week, and they are mostly on the weekends. 

I have visited at least one pop-up shop every September since I have lived in New York, making it somewhat of a tradition. The atmosphere of a pop-up shop is what keeps drawing me in. While the lines are sometimes hours long, you get to make friends and talk with new people who love the same products that you do. These shops also give you the opportunity to meet the owners of the business. A potential celebrity sighting is possible as well because they either are the business owners or customers just like you. I personally saw Hailey Bieber supporting Matilda Djerf, a fashion designer and influencer, when I was at the Djerf Avenue pop-up last year.

Every pop-up shop I have visited has been clothing based, but products such as beauty, crafts and food are known to be the focus of many pop-up shops. My time at the Djerf Avenue, Daily Drills and Parke pop-up shops were very similar to each other in terms of the process. Pop-up shops are very tiny, and the limited space only allows for a small number of each item to be on the floor. The items you see are only available to try on, not to buy. Once you strike some poses in the mirror to make sure the clothing will look fabulous at all times, you tell a cashier what you are buying and walk to the hidden warehouse that is normally just across the street. An employee will read your receipt, gather all your items and send you on your way with a stylish new tote bag for free.

Although most pop-up shop operations run similarly, no experience is the same. The perk of having a temporary shop is that owners get to dress up the space any way they want to and leave it a blank slate for the next business to come through. Djerf Avenue had an iced vanilla latte stand to match its on-the-go and chic basic style, while Daily Drills provided an ice cream cart to transport patrons to a hot summer day on the beach. Parke had the cutest pin boards up to showcase the business’ classic use of materials like denim, while Daily Drills adorned the walls with surf boards. Each store has a different feel to it that translates the business’s vision and aesthetic.

Businesses also utilize the pop-up shop method for big sales before entering a new fashion season. LoveShackFancy just partnered with 260 Sample Sale to host a sale for up to 70% off. This type of pop-up shop is less of an experience and reminds me of a thrift store of high end clothing. The store itself was not put together as nicely, looking more like a warehouse with racks on top of racks of clothes. As with any company wanting to get rid of last season’s items that are dawdling around, the clothes were not the best quality they could have been. Stains marred the fabrics, beads had fallen off and zippers were missing. I would not have thought too much of this if it were not for the fact that most items were priced over $200. The only thing that was better about the LoveShackFancy pop-up compared to the others is that the line was drastically shorter as I waited only 15 minutes instead of two hours.

I’m no Gabelli Business School student, but I think a pop-up shop is a good marketing strategy for a number of reasons. Pop-up shops create more brand awareness for consumers that usually stick to their normal stores. The long lines especially peak people’s interest. A pop-up shop is also a great way for online-only businesses to pursue a different avenue within the business world. Customers also get an opportunity to shop for their favorite products in real life. Announcing a pop-up shop is not dissimilar to launching a new product online and having it sell out in hours. However, a pop-up shop gets people offline and creates a fun activity to do with friends. I think this shows a lot about a brand in itself as well because it fosters human connection.