The Power Of Pop-Ups: Why Small Businesses Should Set Up Shop

Forbes

31-07-2025

Sabine Leveiller is the Marketing Vice President, of Europe at VistaPrint. She has over 20 years of experience in marketing strategy.
The small-business landscape has been tough in recent years, and many are looking for ways to take the next step and grow their businesses. Pop-ups, whether at local festivals, weekend markets or seasonal shopping activations, have become a vital tool for growth, experimentation and driving brand awareness. For small businesses, they offer an unmatched opportunity to test ideas, showcase personality and build meaningful relationships, all without the commitment or cost of a permanent retail space.
With over £2 billion expected to be generated by pop-ups in the U.K. economy, and even governments getting in on the action, it's clear we're witnessing more than a trend—we're seeing a shift in how small businesses engage with the public. The stage is set for entrepreneurs to step into the spotlight and make direct, personal connections with customers in ways that digital platforms can't replicate.
Pop-ups have often led to bigger things for brands. For example, in 2020, Glossier's pop-up shop in Covent Garden, London, was so popular, they extended the lease, and the company has since installed pop-ups in Paris and U.S. locations. This doesn't just have to be a brand taking an expensive retail space; this could be in the form of securing a regular spot at a market or taking on a bigger stand. Taking the leap is the first step.
Real-World Impact And First-Person Sensory Experiences
We live in a hyper-digital world. Online marketing, e-commerce and social media are vital channels, but they can't replace the power of face-to-face interaction. Meeting your customers in person, allowing them to experience your product or service firsthand and engaging in real conversation creates trust and memorability that no screen can match.
There's a reason people remember the little handmade soap brand they discovered at a street fair or the food truck with the best conversation alongside the best coffee. It's the experience. Pop-ups allow small businesses to not only tell their story but to become a part of someone else's.
The Value In Showing Up
The beauty of a pop-up lies in its flexibility. It's a space to experiment, try out a new product line or learn what resonates and gather direct feedback in real time. It's also a chance to test new audiences, perhaps in a different neighborhood, town or context.
But with opportunity comes the need for preparation. How a business presents itself can make all the difference. A well-thought-out setup that includes clear signage, cohesive branding and simple but striking displays can help companies stand out in busy environments.
Even something as traditional as a business card still has its place. In the flurry of conversations and interactions, a tangible takeaway offers a simple, lasting reminder of who you are, how to shop and how to stay in touch. With recent advancements in technology, there are also more and more ways to convert those in-person conversations to help build your online community. For example, QR codes are a great way of moving those conversations online and growing your following and customer base.
A New Avenue Of Opportunity
With a renewed appetite for local events, discovery and real-world experiences, consumers are actively seeking out unique businesses they can connect with. With shopping malls struggling and more pop-up locations becoming available through government schemes, customers are more engaged than ever to connect with small businesses and try out new things.
During my career at VistaPrint, I've seen countless businesses, some just starting, find their feet and grow their following simply by showing up. Pop-ups don't just bring in revenue—they build identity, customer confidence and connections.
As someone who works with small-business owners daily, I know how much effort goes into preparing for these moments. From product displays to printed materials, every detail counts.
If you're on the fence about participating in a market or hosting your own event, take this as encouragement: Do it. The connections you build may well shape the future of your business. After all, when small businesses step into the real world, big things happen.
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