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Retailers Launch Holiday Pop-Ups to Test the Market

Holiday pop-ups are growing in popularity as a way for Internet companies to test brick-and-mortar locations.

Seth Weissman Seth Weissman

Holiday pop-up shops have become an important research opportunities for retailers. Internet retail companies are launching pop-up shops during the holiday season as a way to test a new market. These pop-up shops are coming to malls as well as shopping centers.

“As more and more internet-oriented retail companies contemplate moving back in to bricks-and-mortar, holiday pop-ups provide a good opportunity to test the market in various locations,” Seth Weissman, a partner at Jeffer Mangels Butler & Mitchell LLP, tells GlobeSt.com. “Retail leasing in many malls and shopping centers remains slow, so anything that can bring revenue and foot traffic is a plus.”

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Kelsi Maree Borland

Kelsi Maree Borland

Kelsi Maree Borland is a freelance journalist and magazine writer based in Los Angeles, California. For more than 5 years, she has extensively reported on the commercial real estate industry, covering major deals across all commercial asset classes, investment strategy and capital markets trends, market commentary, economic trends and new technologies disrupting and revolutionizing the industry. Her work appears daily on GlobeSt.com and regularly in Real Estate Forum Magazine. As a magazine writer, she covers lifestyle and travel trends. Her work has appeared in Angeleno, Los Angeles Magazine, Travel and Leisure and more.

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