By Bronwen Lambert, Business Development Manager at SpaceandPeople
Retail pop-ups are increasingly utilised by brands and welcomed by their customers. As pop-up retail contributes over £2.3 billion to the UK economy, it’s no wonder so many retailers are choosing to capitalise on this additional channel to connect with new audiences. More and more businesses are seeing the value in flexible trading, and the ability to connect at various touchpoints in customers’ journeys, helping to cement loyalty and long-term visitor number to websites, in-line units and social media channels.
Pop-ups have become a worthy and tested outlet for businesses; 80% of retailers who have launched pop-ups consider them to be a success with over half of them planning to open another one. As pop-up retail continues to evolve, retailers must adapt to consumer needs and create innovative ways to offer them a unique retail experience.
Understanding the key trends in pop-up retail this year and beyond is vital to building this landscape in 2025:
Product Engagement
In 2025, the emphasis on product engagement is stronger than ever. Pop-ups should focus on encouraging customers to sample and interact with products. This hands-on approach not only builds trust but also enhances the overall shopping experience. Brands are creating immersive environments where customers can see, touch, and try products, making the shopping experience memorable and impactful. Vitamin Honey retailer Just Bee championed product engagement throughout their pop-up retail locations. They sampled their honey to tens of thousands of shoppers at venues including The Trafford Centre and Westfield London, which encouraged shoppers new to the brand to purchase.
Connection & Community
Understanding and reaching your community is crucial when launching a pop-up. According to Capital One, 63% of retailers open a pop-up to improve customer connection, and successful pop-ups should be strategically located in areas where their target audience frequents. This emphasises the importance of understanding who your target audience is and the demographic split of potential venues, whether it’s a bustling shopping centre, a popular train station or your local high street. In August last year, established sock retailer Soctopus recorded strong sales with their pop-up in Edinburgh Waverley Station, which they opened to coincide with the city hosting a range of festivals. This location allowed them to engage with their key target audience of tourists visiting the city throughout the month.
Visibility
Visibility remains the cornerstone of pop-up success. An Insider report noted statistics that showed retail pop-ups had helped brands to achieve great results against a number of success markers, including an improvement in market visibility which topped the list (51%). High-traffic locations work by catching the attention of shoppers who may not have planned to visit your in-line store, helping to create buzz and excitement around the brand. Alongside online momentum, brands can drive foot traffic to their physical pop-up locations, ensuring they stand out in a crowded market. Charlotte Tilbury, Dior and other beauty brands that hold concessions at H Beauty have perfectly utilised pop-ups to build their existing customer base within Gateshead’s Metrocentre. The brands have launched mid-mall pop-ups to catch the attention of their target customers as they move through the centre, offering a unique shopping experience that complements their in-store concessions.
Brand Authenticity
Authenticity is key in 2025. Consumers are drawn to brands that are genuine and transparent. Pop-ups are focusing on delivering simple yet effective messages that resonate with their audience. This involves staying true to the brand’s values and mission whilst creating an environment that reflects these principles. Authenticity builds trust and fosters a deeper connection with customers. For LUSH’s festive pop-ups over November and December 2024 , the brand utilised digital screens on their Rock Up and Pop Up kiosks to remind shoppers of their brand identity and ethos while browsing their range.
Pop-ups offer brands flexibility and can help foster closer relationships with existing customers, create affinity with new customers and increase sales both in-store and online. We’re looking forward to helping more brands with their pop-ups in 2025 and seeing how they incorporate the above elements!
