This holiday season, shoppers might encounter a new shop here and there, temporary locations that have sprung up just to cater to the needs and spending whims of holiday consumers. One retail book chain, Blackwell’s has already announced several new locations that will serve as temporary store fronts for the holiday season.
While traditionally an academic bookstore, Blackwell’s hopes that these pop-up shops will increase their brand recognition in the eyes of consumers, and offer more shopping opportunities at the same time. Scott Hamilton, Head of Sales for Blackwell, spoke with The Bookseller about the importance of these temporary sales points.
“We have looked to open in sites associated with book lovers. All the temporary shops will be located in successful consumer shopping areas which people know well,” he said.
While bookstores may not have found their mobile retail points in the US, American consumers are accustomed to temporary kiosks and point-of-sale locations for everything from cell phones to Christmas goodies to annual tax preparation, especially at timely points throughout the holiday season. But as brick-and-mortar bookstores continue to flounder amid the success of online shopping, these low-inventory locations might be the push they need to post successful sales figures for the holiday season while also providing temporary holiday employment for people who need an immediate job.
One suggestion is for temporary locations to sell ebooks and a limited selection of print books to holiday shoppers who are weary of waiting for friends or family members in the holiday rush, although audiobooks and noise-cancelling headphones to block out the endless loops or recorded Christmas carols might prove to be an even bigger sell.