These Direct-to-Consumer Brands Used Black Friday Weekend to Test Experiential Retail

Several shops created oasis-like settings for customers to enjoy

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This was the year of the pop-up shop, as both old-guard retailers and direct-to-consumer ecommerce companies played with a bricks-and-clicks strategy. Macy’s, for example, experimented within its own stores with hosting rotating pop-ups with The Market @ Macy’s concept and newer companies like Winky Lux and Greats either opened up standalone shops or tried out temporary spaces.

For ecommerce companies, retail is a testing ground to both gather more data and see if the company’s products resonate with consumers outside of a Facebook and Instagram ad budget.



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