The Mother Of Holiday Pop-Up Sales Debuts At U.S. Bank Stadium

By John Ewoldt
Star Tribune (Minneapolis)

WWR Article Summary (tl;dr) Entrepreneur Angie McGuire, who designs saucy-mouthed greeting cards called Muddy Mouth Cards, says holiday pop-up sales yield nearly 20 percent of her annual revenue. Her booth does especially well when women laugh loudly at the cards, attracting others who wonder about the commotion. “Craft shows aren’t in the church basement anymore,” McGuire said. “It’s about craft beer, wine, jewelry and trendy home decor, not pot holders.”

Star Tribune (Minneapolis)

For many holiday shoppers seeking to simplify and enrich gift buying, pop-up sales are Etsy brought to life. This weekend, a supersized pop-up — called Holiday Boutique — is happening at U.S. Bank Stadium.

Pop-up holiday shows appeal chiefly to women who are seeking scarves, handbags, jewelry, candles, chocolate, lotions, home decor and jewelry. Girlfriends, sisters, mothers, daughters, grandmothers, alcohol and appetizers mix freely for an experience that’s much more relaxed and unfocused than most holiday hunting.

“It’s built out of a desire to select something different,” said Wendy Liebmann, chief executive and founder of WSL Strategic Retail in New York. “When people are buying for a special occasion, there is little differentiation among products and services.”

For an entrepreneur like Holly Mihalovich, it’s a chance to bring her Hidden Heel product, a silicone wedge that adds comfort and 2 inches of height in shoes and boots, to a much larger audience.

“These shows are a phenomenon,” she said after a very successful stint at a similar show in Kansas City last weekend. “I hope it becomes an annual social tradition.”

Angie McGuire of New Hope, who designs saucy-mouthed greeting cards called Muddy Mouth Cards, said holiday pop-up sales yield nearly 20 percent of her annual revenue. Her booth does especially well when women laugh loudly at the cards, attracting others who wonder about the commotion.

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