# Savory Pop-Up Pie Shops Higgidy is Celebrating National Pie Day with a Dedicated Retail Space By Laura McQuarrie | Published 2026-01-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pop-up-pie-shop References: [365retail](https://365retail.co.uk/higgidy-launches-pop-up-pie-shop-to-celebrate-national-pie-day/) & [higgidy](https://www.higgidy.co.uk/our-food/)  A [Higgidy](https://www.trendhunter.com/trends/higgidy-prematch-pie-pint-pop-up) Pop-Up Pie Shop in London is preparing to open its doors on National Pie Day to share five signature pies from the brand's first-ever dedicated retail space. Brits spend more than £1 billion annually on pies, and this pop-up will fill the streets with the aroma of fresh-baked savory pies, all while celebrating a nationally beloved dish and providing a sense of comfort and warmth during chilly January. On January 23rd, lovers of all things savory and comforting can look forward to picking up fan-favorite [Higgidy pies](https://www.trendhunter.com/trends/higgidy-merry-moreish) for a special price of just £2, including Creamy Chicken & Sautéed Leek and the veggie-friendly Three Cheese Cauliflower & Broccoli. And for those who miss out, Higgidy’s full range is stocked at [Sainsbury’s](https://www.trendhunter.com/trends/new-higgidy-products). ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 31% | Activity: 37% | Freshness: 62% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Pop-up Culinary Experiences:** Ephemeral retail experiences like the Higgidy Pop-Up Pie Shop allow brands to create buzz and test new markets without the traditional costs of a permanent space. - **Nostalgic Food Offerings:** Leveraging the comfort and familiarity of beloved dishes such as pies meets consumer desires for nostalgia, especially during colder months. - **Event-based Marketing:** Aligning a temporary retail presence with national events like National Pie Day creates a synergy that enhances brand visibility and consumer engagement. ### Industries Being Reshaped - **Food Retail:** Temporary food retail setups offer new avenues for testing consumer preferences and gathering insight in a targeted geographical area. - **Specialty Bakeries:** Opening specialized outlets dedicated to niche markets like savory pies can differentiate a brand and attract specific consumer segments seeking unique culinary offerings. - **Event Planning:** Pop-up events tied to food celebrations offer opportunities for event planners to deliver engaging, sought-after experiences that draw in diverse crowds. ## Related on Trend Hunter - [Value-Driven QSR Meals](https://www.trendhunter.com/trends/mvp-meal-deal.md) - [Savory Corn Snacks](https://www.trendhunter.com/trends/crunch-corn.md) - [Thanksgiving-Inspired Noodle Flavors](https://www.trendhunter.com/trends/turkey-dinner.md) - [Saucy Asian Cuisine Snacks](https://www.trendhunter.com/trends/laoban-and-bachans.md) - [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md) - [Convenient Artisan Holiday Foods](https://www.trendhunter.com/trends/delice-de-france-winter-range.md) - [Pet-Friendly Mince Pies](https://www.trendhunter.com/trends/dog-mince-pies.md) - [Savory-Sweet Asian Cuisine Meals](https://www.trendhunter.com/trends/zaxbys-asian-zensation.md) - [Spanish Summertime Quiches](https://www.trendhunter.com/trends/smoky-chorizo-slow-roasted-red-pepper-quiche.md)