Why Pop-Up Shops Are Hot

In this economy, retailers are reluctant to invest in new locations. But with rents cheap, they're opening short-term stores for the holidays. Inside a retail phenomenon

Photo-illustration by Reena de la Rosa for Time

Despite the negative sales forecasts for the holiday shopping season, now might be the right time to open a store. As long it's going to go away. As landlords and mall operators struggle to fill vacancies, and companies try to squeeze as much revenue as possible from the high-traffic holiday season, temporary retail outlets, or pop-up stores, are very much the rage. "Because of the significant empty-space issue across the board, pop-ups are an opportunity for both entrepreneurs and big brands to make some money without having to worry about the overhead of a five-year lease," says Mike Kraus, retail consultant...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!