IN DEPTH: Sellers find unity and success in pop-up markets

Yahoo

03-05-2025

In 2020, when everyone was bored in the house due to COVID, Hoosiers became un-bored by starting their own businesses and becoming entrepreneurs. Some of these new start ups had no business experience, it was just their mind, their product, and the power of the internet.
Small businesses post-pandemic were strengthened after they launched during the pandemic, but the real fruition was when mandates were lifted and allowed the community to gather. According to the United States Department of Labor, 2020 was record breaking in all the years they've tracked the statistics of start ups.
From 2019 to 2020, there was a 20% increase which is double the growth than other years that the labor department has tracked. The department saw continuation of trends of selling online rather than having a storefront.
Fast forward to 2025, the manner in which small businesses sell their items now goes beyond social media, seller websites or storefronts. It's all about pop up markets, which means that businesses are invited as vendors to sell their items with other small business owners that then becomes a community in which they all support and promote what each vendor does.
Normally a host or coordinator of pop up markets will charge vendors a fee to have a section, booth and/or space for them to set up. Vendors range in what they sell — some sell clothes, accessories, handmade items, services, food and sweet treats.
Niomi Lara of N&C Pop Ups is an Elkhart County host and recruits vendors for their events that are held seasonally and usually with a theme attached to it. Before establishing her market in the county, she is also a business owner and has her booth set up at each event. Lara opened her business of selling Dulces Enchilados, also known as spiced candy in 2020.
Lara experienced her first market that same year when she was invited to the Hispanic Heritage Festival that is held annually by local Latino leaders with help of the city of Goshen. Lara said that at that time pop-up markets were not as common or trending the way they are now and that's when she and her partner had a lightbulb moment.
'We quickly realized how important attending markets could be,' she said. 'Participating in markets can be a transformative strategy for business growth, offering numerous benefits that extend beyond immediate sales. By engaging in these events, you have the opportunity to showcase your products or services to a wider audience, often attracting new customers who may not have discovered your business otherwise.'
Since Lara started as a vendor and later began to host markets, she was able to analyze the need or gaps as a vendor and as a market host. She described being a vendor and host of markets as unique and at times challenging but rewarding.
'As a vendor, you are directly involved in showcasing your products and engaging with customers,' Lara said. 'On the other hand, as a market host, you are responsible for organizing the event, coordinating with other vendors, and ensuring that everything runs smoothly. This dual role requires multitasking and strong organizational abilities. The joy of seeing a successful market day, where both vendors and customers leave satisfied, is immensely gratifying.'
Jackie Velazquez was a stay-at-home mom and wanted to find a new hobby, so she began making candles. She stuck with her hobby of making candles and then she thought the candles could be a source of income for her and her family. One thing led to another and Velazquez found herself planning her own market, now known as 'Makers Market' located in Ligonier.
Velazquez said that creating a market and being a vendor was special as it was unexpected but something she now knows was meant for her.
'Being a vendor is very special to me because I am able to create using my own ideas as my own boss and leader,' she said. 'Being a host makes me a leader to vendors I work with. It can be different with other hosts because not all hosts will communicate with you or even talk to you during markets.'
Velazquez also mentioned that being a host allows her to change that narrative and bad experiences other vendors may have encountered. She made a commitment to herself and her vendors to ensure that they feel welcomed, attend more markets, and join the community of markets she brings together at Makers Market.
Both Velazquez and Lara enjoy the community aspect of what they do and being able to gather small businesses from all over the state of Indiana and even as far as Michigan.
Velazquez said the markets bring different people together as well as diversity and culture. Lara has also been able to cultivate the same sense of inclusion and diversity in her markets.
'Pop-up markets offer numerous benefits to communities, with one of the most significant being the boost to local economies,' Lara said. 'These temporary marketplaces provide a platform for local artisans, small businesses, and entrepreneurs to showcase and sell their products directly to consumers, often without the high costs associated with permanent retail spaces.
'This not only increases the visibility and accessibility of local goods but also encourages residents to support local vendors, keeping money circulating within the community. Additionally, pop-up markets can revitalize underused spaces, attracting foot traffic and fostering a vibrant community atmosphere.'
Location is a big factor of the success of a market and that's normally where Velazquez starts when she begins to plan the event.
'I always look for a good location. A location with good parking, a well known location, a place that is a good fit for all vendors and attendees, and accessible for dogs, wheelchairs, large families, etc.,' Velazquez said.
For Lara, as a host and vendor, she has found her groove when it comes to planning as she plans seasonal markets.
'Planning for a market involves several strategic steps to ensure a successful event,' Lara said. 'First, it's crucial to research consumer preferences, current trends, other events happening in the area, etc. This information helps in selecting the right products and pricing strategies.
'Next, setting clear goals and objectives for the market is essential. Creating a detailed business plan that outlines marketing strategies, budget, logistics, and timelines is also vital. Furthermore, choosing an ideal location, securing necessary permits, and organizing the layout for vendor booths and customer flow are key logistical considerations.'
Lara also emphasized the networking aspect that in the end makes or breaks the market and the work she has put in for preparation.
'Networking with vendors is an integral part of a successful market,' she explained. 'We start by identifying vendors whose products complement our offerings and align with our market's theme.
'When reaching out to potential vendors, it's important to communicate clearly about the benefits of participating in our market, such as exposure to a targeted audience or potential sales opportunities,' she explained. 'For every market we always create a group chat and communicate information leading up till the day of the market. We always share our market essential checklist, tips, and more. We also ask for feedback from vendors after every market to help us learn and grow.'
Velasquez also ensures that in all market planning, she too remains consistent with strong communication. She makes sure that everyone is connected, supported, and welcomed using group chats, like Lara, and reaching out to vendors who can join in.
The sense of community vendors experience, who all identify as a small business, and have yet to create a storefront, is a powerful way of building a platform and connection, leading to great success, according to Lara.
'People are increasingly gravitating towards building small businesses for several reasons,' she said. 'Firstly, the desire for independence and control over one's career is a significant motivator. Many individuals seek the flexibility to make their own decisions and create a work environment that aligns with their values and goals. Also, the trend towards supporting local businesses has grown, encouraging entrepreneurs to start ventures that cater to their communities, fostering a sense of connection and sustainability.'
As Lara and Velazquez continue to navigate their roles as vendors and hosts for pop-up markets, they can't deny the support they've received for both roles but most importantly the gratitude and positivity they receive when it comes to feedback from both the local communities and vendors who are experiencing the movement.
'The feedback we have received from both vendors, and the community has been so great,' Lara said. 'Receiving positive feedback from both vendors and the community is incredibly encouraging. Such feedback serves as a powerful motivator to continue building on what works, while also being open to suggestions for improvement.'
Velazquez has also received the same positive feedback in her work as a leader and business owner.
'Feedback I have received that is positive includes great communication, very organized, great turnouts, and welcoming,' all things that Velazquez said she wants to hear.
Both women enjoy everything they do and there are moments during the event or even after, they feel the support and boost their confidence knowing that they are helping and serving the community one market at a time.
'I always wanted to be a leader and role model. This is my opportunity to be that and the best part is seeing everybody's products, their creativity, and new inventions come to life,' Velasquez said.
When Lara thought of a moment in which she felt true value in what she does is when she received a thank you that made her appreciate the vendors she collaborates with.
'I received a letter from a vendor expressing how grateful they were for the markets we have been hosting for the community,' she said. 'It was such a heartfelt gesture and I'll forever appreciate it. Another success is seeing how many vendor applications we have been receiving, and interest in our markets. This is exactly why we started this.'
Goals that Lara and Velazquez look forward to is growing their business, more networking, more valuable connections, and benefit the community is the movement of pop-ups, markets, and small businesses.
'Our mission is to create a place where your unique talents can shine,' Lara said.