If you own an online craft business or are just getting started selling your own craft products then a great way to get your brand name and your items out there is to set up a pop-up shop. At first glance, the idea of setting up a pop-up shop can be very daunting, especially if you have little or no previous retail experience, but don’t fear, below you’ll find out all the basics.
Where should you host a pop-up shop?
Setting up a pop-up shop needn’t be complicated and you don’t need to be renting out a whole unit in a shopping mall to be successful. For most people, a great place to start is at a local craft fayre where the setup process is relatively easy, the fee is low and you’ll also have the added benefit of meeting lots of other like-minded business owners. Another easy way to set up your first pop-up shop is within the walls of another business. Many shops, especially those who are more boutique, offer pop-up space to independent craftspeople as a way to strike intrigue with their customers and to support up and coming crafters. If you feel a little more confident with the prospect of hosting your first store then go the extra mile and consider renting your own brick and mortar retail space designed specifically for pop-ups, these kinds of spaces are often more pricey than craft fairs or sharing space in another store but they do give off a very confident brand image.
What equipment do you need?
What you will need to bring with you to your pop-up will largely depend on the kind of items you are selling but as a general rule you will need:
- A credit card reader
We are quickly becoming a cashless society and although credit card readers may take a little of your profit they open you up to a whole lot more customers. Simple card readers such as TMS terminals provide both you and your customers with everything you need to take card payments. - A lockable cash box
Although a till is easier for keeping track of payments a simple lockable cash box is all you really need to get started with a pop-up store, just remember to bring plenty of change. - Signage
Advertising is the key to a successful pop-up store so be sure t bring plenty of branded materials and signage to showcase your presence and drive traffic to your stall. - Lots of inventory
It is always better to have too much inventory rather than too little as you can always take it away with you again but you may not be able to win back a lost sale. Remember that you don’t need to display all of your inventory at once and the items that sell the most may surprise you so be sure to keep a back up of everything you display. - Bags
To give your customers a service they will remember, be sure to have a selection of bags to offer them with their purchase and consider making them a little extra special with a logo or some scented spray.
How to market your pop-up store
Marketing your pop-up store is an important part of ensuring its success. Be sure to advertise your pop-up through your social media and email list well in advance of the date and consider offering an incentive such as an exclusive pop-up discount. Remember to give your potential customers plenty of notice and send them two or three reminders running up to the final date - a great way to gauge turnout is to set up a Facebook event and to monitor the RSVPs. On the day itself, be sure to have plenty of marketing materials on hand including flyers and business cards which can then be handed out to passers-by during the day, encouraging them to return later on or to make a purchase through your online store.
How much will it cost?
The cost of a pop-up store can vary greatly depending on the location you choose, the amount of decoration and marketing materials you print and the labor you have on the stand, which makes it very difficult to give an accurate estimate. In general, a place at a craft fair can cost as little as $50, whereas renting your own four walls for the day can cost upwards of $1000. Do some research within the craft community in your area to find out what other crafters have paid for their pop-up spaces and then set yourself a realistic budget and stick to it.
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