Category
Lifestyle
Assisted Choices
Trend cluster
Category
Safe
Pop-Up
Brands are launching outdoor, drive-thru, and airy pop-ups during COVID-19.
5.2
Trend score
Trend
What is the Safe Pop-Up trend?
Safe Pop-Up: During the height of government-imposed social and business restrictions due to COVID-19, brands were offering consumers virtual pop-ups. As most businesses have the green light to cautiously reopen now, brands are launching more engaging pop-ups that are safe to attend.
Insight
The consumer insight behind the Safe Pop-Up trend
Due to the severity of the COVID-19 pandemic, many individuals are practicing social distancing, remaining at home, and being cautious when in public. Nostalgic about the entertaining experiences that they got to enjoy without worry prior to the outbreak, consumers are looking for ways to engage once more in such activities while being mindful of government guidelines and placing their health and safety first. As a result, individuals are seeking out experiences that are outdoor or have strong physical distancing rules in place.
Trend themes
Themes within the Safe Pop-Up trend
Three behaviours holding the trend together01
Safe Pop-Ups
Pop-up businesses that allow for social distancing and emphasize safety for customers is a trend that developed as a result of the COVID-19 pandemic.
02
Outdoor Experiences
Consumers seek outdoor experiences due to the COVID-19 pandemic and this trend is reflected in the rise of drive-thru, geodesic dome yoga, and RV picnic pop-ups.
03
Drive-Thru
Drive-thru experiences are experiencing a resurgence, exemplified by drive-thru guacamole stands and Le Labo on Wheels' airy truck pop-up.
Industry implications
What the Safe Pop-Up trend means for industry
Where the trend changes the playbookFor
Hospitality
The hospitality industry has an opportunity to leverage the trend of safe pop-ups and outdoor experiences to attract customers in a COVID-19 world.
For
Food and Beverage
The food and beverage industry can innovate and provide safe, drive-thru experiences to meet consumer demand for convenience and safety.
For
Retail
The retail industry can implement drive-thru experiences and integrate a focus on safety to continue to serve customers amidst the COVID-19 pandemic.
Workshop question
How might your brand offer an in-person experience that is safe?
Trend signals
Trend signals for Safe Pop-Up
Trend score 5.2 out of 10, from popularity 76%, activity 71%, freshness 9%.
Popularity76%
Activity71%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Safe Pop-Up trend
4 featured examples from Jun 16 to Sep 15, 2020CategoryLifestyle
Yoga-in-a-Dome Experiences
Imnts Debuted New Social Distancing-Friendly Outdoor Yoga Events
Disruptive innovation opportunity: Integrate technology and virtual platforms to deliver interactive fitness classes and personalized workouts remotely.
CategoryLifestyle
Airy Truck Skincare Pop-Ups
Le Labo on Wheels Offers a Luxe Experience in Montauk
Retailers can explore the concept of pop-up experiences in non-traditional locations like trucks to attract customers and drive sales.
CategoryMarketing
Drive-Thru Guacamole Stands
WHOLLY® GUACAMOLE is Offering Free Guacamole for a Year to Five Fans
Opportunity for food brands to innovate with new drive-thru concepts and promotions to attract and retain customers.
CategoryLifestyle
RV Picnic Pop-Ups
McCormick Shared Exclusive Spice Blends at One-Day Only Pop-Ups
Hospitality businesses can tap into the RV rental market by offering customized meal packages and amenities that cater to travelers.
