This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
$1 buys you full access to ALL of TheStreet's Subscription Services! Learn More

Pop-Up Stores Save Holiday Shopping

Stocks in this article: BBYBGPTGT

WASHINGTON ( TheStreet) -- Yes, it's Halloween shopping season, but most pop-up stores opening in October won't have that sexy nurse costume you're looking for.

While holiday outlets and costume shops will continue to fill in Main Street's whitewashed windows and vacant stores, larger retailers such as Best Buy (BBY), Borders (BGP) and Toys R Us will be targeting the mall zombies this Halloween as part of a larger seasonal push. Toys R Us plans to open 600 Toys R Us Express stores alone this holiday season, snatching up small, vacant retail properties across the U.S. and hiring an extra 45,000 seasonal workers to help run them. With the toy-and-games giant building toward an IPO next year and fending off competition from Wal-Mart (WMT) and Target (TGT), Toys R Us hopes the pop-up shops can expand upon the success enjoyed by in-store FAO Schwartz boutique shops last holiday season.

"I don't think they would make that kind of commitment and move forward with the number of locations that they have if they didn't think they were going to succeed with that strategy," says Daniel Butler, vice president of retail operations for the National Retail Federation. "Fourth quarter is an important time of year, and I can understand why a lot of businesses would expand their business in that quarter."

For seasonal retailers, the short-timer stores are a longtime tradition. This year, for example, independent retailer Spirit Halloween will open 850 shops in empty storefronts across the United States for exactly one month. For major retailers, however, such shops are usually more about testing the waters than tapping into seasonal spending. Before opening its Herald Square location in New York City last year, J.C. Penney used a pop-up store to take the temperature of its potential customer base. Other retailers from small fashion chains to Calvin Klein have used a similar approach.

"It can be a great way to boost sales and support your existing locations and your website," Butler says. "It's a way you can test new products and formats on a smaller scale before you make an investment on a large scale, but sometimes you just do it for the seasonal boost, depending on your business strategy."

1 of 2

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,810.06 +91.06 0.51%
S&P 500 2,063.50 +10.75 0.52%
NASDAQ 4,712.97 +11.1030 0.24%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs