WCWB Blog

Pop-up events aren’t just about showing up with your products—they’re about making an impression and turning curious shoppers into loyal fans. We offer three annual pop-up events at the WCWB so that women get the chance to share their brand, sell product, and build their customer base locally. On average, we help nearly 100 vendors a year participate in local markets! Done right, a single pop-up can bring in sales, new customers, and a lot of buzz for your brand. In fact, Shopify found that 80% of retailers see pop-ups boost brand awareness, and 60% make their money back in just six months. Pop-ups are the best way to bootstrap your business into a permanent location. Pretty cool, right? Let’s go over the must-dos if you want to crush it at your next event.

1. Bring Enough Stuff (and Know Your Goals)

Step one: decide what you’re there for. Are you trying to sell a ton, build your email list, or just get your name out there? Once you know, plan your inventory. Trust me—running out of your most popular item is the worst. Retail Dive reports that 40% of shoppers leave pop-ups empty-handed just because what they wanted wasn’t in stock. Pack extras of your bestsellers and toss in some lower-cost items for impulse buys.

2. Make Your Booth Instagram-Worthy

Looks matter—a lot.

A gorgeous setup is like a magnet for shoppers. Studies say 93% of people make purchase decisions based on how things look (Emerald Insight). That means your booth should scream “come hang out!” Use cute signage, fun props, and don’t forget clear pricing (no one likes the awkward “uhhh how much is this?” moment). Also, here’s a pro tip: products that are lifted off the table and displayed at different heights get more attention than items laid flat. Think small risers, crates, or shelves—it makes your table look more polished and helps customers actually see what you’re selling. Bonus points if people want to take photos at your booth and tag you!

COLOR MATTERS!!

Color psychology plays a huge role in how shoppers respond to your booth, and research shows it can directly impact sales. Studies have found that 62–90% of a customer’s first impression comes from color within just 90 seconds of seeing a display. Warm, high-energy colors like red, orange, and yellow are proven to grab attention and create urgency, which is why they’re often used in “sale” or “limited time” signage. On the flip side, cooler tones like blues and greens help create a sense of calm and trust, encouraging customers to linger and browse longer. The most effective setups usually combine a clean, neutral base with a few bold accent colors to highlight promotions or bestsellers, guiding shoppers’ eyes exactly where you want them. And consistency matters—using your brand colors across signage, packaging, and freebies not only makes your booth look professional but also helps customers remember you later. In fact, a Lifocolor study found that well-coordinated color schemes can boost purchase intent by 38%, and nearly half of shoppers admit they’ve chosen a brand purely because of its color scheme.

3. Give Them a Reason to BUY NOW!

Nobody likes FOMO—but it’s your best friend at a pop-up.

Offer an event-only discount, bundle, or little freebie with each purchase. Nielsen found that 45% of shoppers are more likely to buy if they feel like they’re getting a special deal. Even small touches like “free sticker with purchase today only” make people hit that checkout faster. Think about ways to create that “I can’t leave without this” feeling. You can try flash discounts like “10% off until 2 PM,” bundle deals such as “buy 2, get 1 free,” or exclusive products only available at the event. Freebies also work wonders—stickers, mini samples, or even a candy bowl with your logo nearby can make people step closer and purchase. Another fun trick is a “spin the wheel” or mystery bag deal where shoppers win a discount or small prize with their purchase. All of these tactics lean into urgency, exclusivity, and a touch of fun, which behavioral studies show are some of the strongest nudges to get customers buying on the spot.

4. Chat It Up and Collect Info

The pop-up is your chance to meet people face-to-face—so don’t just sit behind the table. Smile, start conversations, and give folks an easy way to stay in touch. A simple QR code, email sign-up, or even a fun giveaway can keep them connected. HubSpot says businesses that nurture leads end up with 50% more sales-ready customers at 33% less cost. Translation: staying in touch = more sales later. The goal of any business is to obtain repeat customers.

5. Post Like Crazy (Before, During, After)

Don’t wait for foot traffic—pull people in with social media. Post sneak peeks before the event, share stories during (“we’re here until 5!”), and tag the event page for extra visibility. Then follow up afterward with a thank-you message or discount for online orders. According to Eventbrite, 70% of people are more likely to buy again after a fun in-person experience—so keep that momentum rolling. BONUS: if you can get reviews post-event!

6. Take Notes for Next Time (and Brand Everything!)

When it’s all over, don’t just pack up and forget about it. Jot down what sold out, what flopped, and how many emails or sales you got. Shopify found that businesses tracking their results are 1.7x more likely to grow year after year. Think of it like your personal playbook—you’ll be even sharper at your next pop-up. And don’t forget branding! Tucking a business card, thank-you card, or even a branded sticker into every bag or onto every product is a small step that makes a big difference. It gives customers an easy way to find you later and can turn a one-time buyer into a repeat fan who shops again online.

If you feel like you need more advice in this area - don't forget that the WCWB offers no-cost coaching to Washington businesses looking to sharpen their skills and grow!

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Written by: WCWB Staff

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SOURCES:

1) Shopify - https://www.shopify.com/blog/pop-up-shop

2) Emerald Insight - https://www.emerald.com/jfmm/article-abstract/21/3/385/212044/How-brand-interaction-in-pop-up-shops-influences

3) ScienceDirect - https://www.sciencedirect.com/science/article/pii/S0148296322006233

4) Retail Touchpoints - https://www.retailtouchpoints.com/features/trend-watch/pop-ups-prove-their-versatility-product-debuts-event-tie-ins-and-on-the-ground-testing

5) University of Arts, London - https://ualresearchonline.arts.ac.uk/id/eprint/19998/1/Pop-Up%20Chapter_UALRO.pdf

6) Chonnam National University - https://www.researchgate.net/publication/377264609_Exploring_the_Influence_of_Pop-Up_Store_Experiences_on_Consumer_Word-of-_Mouth_Intentions_The_Mediating_Role_of_Brand_Charisma

7) Lifecolor - https://www.lifocolor.de/en/news-events/the-impact-of-colour-on-consumer-behaviour/

8) Springfair - https://www.springfair.com/news/colour-psychology-display-influences-consumer-behaviour

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