# Safe Pop-Up Brands are launching outdoor, drive-thru, and airy pop-ups during COVID-19. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Sep 21, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/safe-popup ## Key Figures - Trend score: 5.2/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 16 to Sep 15, 2020 - Published: Sep 21, 2020 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Experience](https://www.trendhunter.com/megatrend/experience), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Safe Pop-Up trend ### 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. ### 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. ### Drive-Thru Drive-thru experiences are experiencing a resurgence, exemplified by drive-thru guacamole stands and Le Labo on Wheels' airy truck pop-up. ## What the Safe Pop-Up trend means for industry ### For 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 for Safe Pop-Up Trend score 5.2 out of 10, from popularity 76%, activity 71%, freshness 9%. - Popularity: 76% - Activity: 71% - Freshness: 9% ## Examples of the Safe Pop-Up trend 4 featured examples from Jun 16 to Sep 15, 2020. - [Yoga-in-a-Dome Experiences](https://www.trendhunter.com/trends/imnts): Imnts Debuted New Social Distancing-Friendly Outdoor Yoga Events (Category: Lifestyle) Implication: Disruptive innovation opportunity: Integrate technology and virtual platforms to deliver interactive fitness classes and personalized workouts remotely. - [Airy Truck Skincare Pop-Ups](https://www.trendhunter.com/trends/le-labo-on-wheels): Le Labo on Wheels Offers a Luxe Experience in Montauk (Category: Lifestyle) Implication: Retailers can explore the concept of pop-up experiences in non-traditional locations like trucks to attract customers and drive sales. - [Drive-Thru Guacamole Stands](https://www.trendhunter.com/trends/guacamole-for-a-year): WHOLLY® GUACAMOLE is Offering Free Guacamole for a Year to Five Fans (Category: Marketing) Implication: Opportunity for food brands to innovate with new drive-thru concepts and promotions to attract and retain customers. - [RV Picnic Pop-Ups](https://www.trendhunter.com/trends/oneday-only-popup): McCormick Shared Exclusive Spice Blends at One-Day Only Pop-Ups (Category: Lifestyle) Implication: Hospitality businesses can tap into the RV rental market by offering customized meal packages and amenities that cater to travelers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)