Temporary mobile retail events are perfect for some buyers and sellers.
Lucky Dog T-shirt/Coconino Metal Smith pop-up sale to see why it’s a hit. Hot cider and cold drink flow. Sweet sweets are served. The fire pit is surrounded by casual revelries. Old friends and tourists come in and paint custom cutting boards, metal work, distinctive t-shirts and hoodies just like a friendly atmosphere. Set up in a friend’s front yard just above the street from Flagstaff Public Library, the sixth annual outing of married couple Julia McCullough and Sam Dauderman is a holiday party for local families.
Pop-up shops, defined as “short-term sales events… often latch into scheduled events,” are adopted by small and medium-sized businesses as well. They generate interest, present venue changes, and give back more. For some people, creating a buzz is a one-time thing. For others, it’s an annual planned target drive. Or, as Sam explained, “It’s always great, but for another reason.”
Compare their approach to Darcy Fork, who helped create the Flagstaff Handmade Collective (flagstaffhandmade.com). Their annual handmade holiday market evolved into its current form in 2017, when Julia and Sam began selling. They then attacked High Country Motor Lodge last December. The group didn’t know what to expect from the new venue, but they opened a store with already crowds.
Over the years, Julia and Sam’s pop-ups have seen many iterations. When Sam had his own workshop, they kept it there. During the pandemic, the party moved outside. Now they are delighted with their friends.
“We have cool things people want to buy. It’s fun and it’s all our friends,” Sam explained. For small and medium-sized businesses such as HERS (coconinometalsmith.com) and Julia’s, it covers many reasons at once. “Instead of chasing money, I can sell two years’ worth of things in three hours and accept new fees.”
Julia added: “It takes a lot of time and money to branch out into other markets. Pop-ups are very direct consumerism.”
Just have a sale around holidays, anniversaries, throw parties, or invite the public and the words come out. “This town is really cool in its way of supporting people,” she said. “Pop-ups serve as a little bit of a breaking rule.”
Customers may know Darcy well. Oil cloth market bag maker, hand-drawn journal cover, Fortune bookmark, or “Everything I sell”. She has built online retail (Tallulaharthead.com) and wholesale accounts, particularly at Bright Side Bookshop. After that, business became a turn. “The handmade holiday market has grown organically,” she said. “We all take our work very seriously and take on quality, craftsmanship and presentations. Our customers know and love us. We are all women, All friends, all connections.”
There are many holiday sales with rules about fees, fees and liability. “I prefer our way,” Darcy said. “We share work and costs between us. We control the marketing, style and feel of sales. And that’s a lot of work!”
The work rewards and generates other dividends, including raising funds for being screwed together and realising about Wena (women empowering northern Arizona). Pop-ups always have their advantages and disadvantages, but they miss pedestrians while skipping costs for retail spaces – Darcy’s Flagstaff work with handmade items is a welcome break from the lonely creative life. ” she said, “It allows me to switch gears and do everything I love.”
Back in the pop-up, Fire is dying, but Sam and Julia are inspired to move away from this year’s outing and create a new one that is only available at the next holiday sale. “We care more about people who feel good about the product than how much money we make,” Julia said. “You don’t need to buy anything. Come.” FBN
Billy Miller, FBN
Photo by Billy Miller: Darcy Fork creates and sells products such as oilcloth market bags, hand-drawn journal covers, and Fortune Bookmarks.
