Serving Up a Slice of the $50 Billion Pop-Up Industry – Event Marketer

Serving Up a Slice of the $50 Billion Pop-Up Industry – Event Marketer
Etsy Popup 2014

Serving Up a Slice of the $50 Billion Pop-Up Industry

A new study out by PopUp Republic, a social media marketing company, has put a dollar value on the pop-up industry: $50 billion, according to sales figures it compiled. Considering the total annual U.S. retail market is projected at $4.5 trillion, and the online retail market at $300 billion, pop-ups then appear to be “a slice, albeit a very significant slice, of the pie,” the company says.

In the event world pop-ups vary in style and strategy, and different types of companies have borrowed pages from the playbook, further broadening the definition. For example, e.a.t., a nonprofit organization aimed at making healthy food more accessible, has converted unused newsstands across Chicago into food stands or “e.a.t. spots.” PNC Bank last fall tested an all-digital pop-up branch in Atlanta designed to “bring the bank to consumers.”

To get a handle on what consumers are looking for when they visit a pop-up, PopUp Republic polled 1,224 U.S. adults and the results point to some significant findings that may help marketers shape their pop-up strategies this season, in whatever form they take. For instance, when asked to name the top three reasons to shop or visit a pop-up store, the poll found that 61 percent go to find seasonal products, 39 percent go to find unique services or products and 36 percent to shop locally.

As you mull-over these statistics, take inspiration from a few notable pop-up programs.

 Photo courtesy, top: Sara Kerens for Etsy, NYC 2013
Rachel Boucher
Posted by Rachel Boucher

Rachel joined Event Marketer in 2012 and today serves as the magazine's executive editor. Her travels covering the experiential marketing in dustry have ranged from CES in Las Vegas to Spring Break in Panama City Beach, Florida (it's never too late)—and everywhere in between.
View all articles by Rachel Boucher →

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