Selling in pop-up shops: Six essential tips for success

Selling in pop-up shops is a fantastic way for small brands to build awareness, engage directly with potential customers and test new products in real-world environments.

Whether you're wondering what to sell at a pop up shop or looking to improve how you're doing it already, these six tips – backed by Tim Rundle-Wood, owner of natural fragrance brand Twoodle Co – will help you get the most out of every event.

1. Promote your pop-up shop effectively

A successful pop-up starts before your doors open. One of the most valuable pop-up shop tips is to create buzz in the run-up to your launch.

Pop-up selling gives your online audience a chance to meet you in person. And when customers make the effort to show up, they're more likely to make a purchase.

Start by promoting your event on social media:

• Post consistently in the weeks leading up to launch.

• Use location tags and hashtags to increase local visibility.

• Collaborate with other vendors to boost reach.

Tip: Create a special offer or Instagram competition. For example, in a Manchester pop-up, traders ran a giveaway worth £100, encouraging entrants to follow each business and tag friends.

Tim explains:

"Businesses need to rally their followers. The most successful sellers post every day and actively engage with their audience."

Paid social media ads can also target the local area, drawing in curious shoppers nearby.

2. Perfect your pop-up selling set-up

Your layout matters. How you display your products can make or break your pop-up selling.

According to Tim, small adjustments – like switching from a table to shelves – can dramatically influence shoppers' behaviour.

He says:

"People make a beeline for what's at eye level. On a table, they'll pick up and smell everything. Shelves let me guide them toward our best sellers."

Use your pop-up experience to test different set-ups and presentation styles. Keep track of what drives more attention and sales, then iterate and improve.

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3. Prepare for weather and footfall fluctuations

Weather affects foot traffic – rain or shine. While sunny days may lure shoppers away from indoor physical spaces, rainy days often boost footfall in shopping centres.

Use slower periods wisely and:

• tackle admin tasks

• create marketing content

• talk to nearby vendors and share ideas

To attract passers-by, consider handing out flyers or offering incentives like a free drink or small sample. Even if they don't visit immediately, a flyer might bring them back later.

4. Understand the retail environment

Not all retail business spaces behave the same. Shopping centres, high streets and pop-up markets each have different patterns of traffic and customer engagement.

Before you commit to a location, visit it at different times and days. Talk to other traders or customers to get a sense of the flow and fit.

Tim notes:

"Each retail space has its own rhythm. In shopping centres, rain can increase footfall. With retail stores on the high street, it's the opposite."

Understanding your location helps you prepare for the audience and adapt your approach to selling in pop-up spaces more effectively.

5. Build personal connections with customers

Pop-ups are powerful because they offer something online shopping can't: real human connection.

Sharing your story and passion builds trust and leaves a lasting impression.

Tim explains:

"Telling people my story – what I love about what I do – has a real impact. People connect emotionally with the scents. That's special, and it builds lifelong customers."

Tip: Include a "keep-me card" with every purchase. Tim includes a product description and a discount code on his cards, which encourages customers to shop online later – and the code can be tracked.

6. Focus on more than just sales

While it's tempting to fixate on immediate revenue, some of the best long-term gains from pop-ups are less tangible. Use events to:

• test new product ideas

• receive live customer feedback

• network with fellow pop-up business owners

• gain local or media exposure

Tim adds:

"Sales are a bonus. The real value is getting your brand out there, learning about your customers and building relationships."

Some traders even land commercial orders after making strong connections at events. Others learn useful hacks and tips from fellow sellers – like sharing display materials or advice on what to sell at a pop-up event.

Things to sell at a pop-up shop: What works best?

One of the top questions new vendors ask is: "What should I sell at a pop-up shop?" Here's what tends to perform well:

• Handmade jewellery and crafts

• Organic beauty and skincare

• Art prints and stationery

• Scented candles and home fragrances

• Small-batch food or drinks

• Seasonal items (holiday-themed, local specialties)

Think portable, eye-catching and sensory-friendly. The more your product invites people to touch, smell or taste it, the more likely it is to spark interest and sales.

Ready to grow your pop-up business?

Selling in pop-up shops is about more than products – it's about connection, creativity and community.

Whether you're just starting or looking to scale, remember: every event is a chance to learn, test and grow.

Plan well, stay flexible and don't forget to enjoy the the pop-up shopping experience. After all, some of your most loyal customers may start with a smile and a chat at your next event.

Relevant resources

• How to run a successful pop-up shop

• How to design a pop-up shop

• Five tips for selling at a market or pop-up