A killer trend that gained attention last year will continue its growth momentum as the holidays approach. A host of consumer-facing companies are planning interesting -- and occasionally bizarre -- pop-up shops for the holidays.
Imagine, for example, an entire pop-up shop dedicated solely to Kellogg's
Last year, stores like Target
According to USA TODAY, this holiday season's entrants into the pop-up frenzy include Harry & David, which will open "orchards;" Disney
The fleeting nature of pop-up shops helps to grab shoppers' attention. A small store that wasn't here yesterday, and it won't be here tomorrow, generates a sense of urgency and excitement. It's also smart to capitalize off of current crazes that probably won't be sustainable over the long term, like the Tron- and Glee-inspired pop-ups aim to do.
Small and nimble stores may be smarter moves in particular markets, such as congested cities. Retail behemoth Wal-Mart
Most fascinating of all, many pop-up shops tend to operate profitably for the short amount of time they're open. That's sure to make consumer-facing companies salivate, and worry companies not fast or flexible enough to capitalize on pop-ups of their own.
In these austere times, companies that cater directly to consumers have their work cut out for them. Staid, slow-moving retailers will likely have a hard time generating excitement from reluctant consumers. If these retailers can't somehow pop on the scene with an attention-grabbing bang, the pivotal -- and hyper-competitive -- holiday shopping season might turn out less than cheerful.
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Alyce Lomax does not own shares of any of the companies mentioned. The Fool has a disclosure policy. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors.