As the warm summer months wind down, we also see more startup brands planning to invest in large ticketed events over public pop-ups this fall. In Glossy+ Research’s survey of 60 brands, 64% of respondents said they had plans to invest in events for the fall. Nearly half (33%) of respondents said the same of pop-ups.
For young CPG brands, year-round investment into standalone pop-up events is not yet feasible. Although the majority of CPG startups in Glossy’s sample invested in a pop-up event last year, the capital and resources required to continuously host these events throughout the year are just out of reach for the growing marketing budgets of these startups. Instead, these new brands are showing up at large events as sponsors or investing in exclusive parties for brand partners and influencers, rather than hosting multi-day pop-up activations for the public.
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