This year, an Urban Outfitters in Williamsburg, Brooklyn, decided to think beyond the traditional Valentine's Day promotion and host a special Galentine's Day Market instead. Drawing inspiration from the fictional holiday created by the hit show 'Parks and Rec,' the pop-up marketplace proved to be a great way for BFFs to treat themselves to a bit of pampering.
The Galentine's Day Market was held at Urban Outfitters' Space Ninety 8 on February 4th, 2017. At the event, guests could enjoy complimentary drinks and freshly baked treats by Ovenly, tarot card readings by Cherelle, flowers by Aurora Botanica, DIY manicures from Floss Gloss and even free hairstyling by Amika. While indulging in a bit of pampering, guests enjoyed a selection of groovy love songs played by the in-house DJ. There were also some local brands on display for those who wanted to treat themselves a special Galentine's Day gift.
The friendship-celebrating pop-up demonstrates the value that millennial women place on marking special occasions like Valentine's Day with their closest friends.
Galentine's Day Pop-Ups
Urban Outfitters Celebrated Friendships with a Galentine's Day Market
Trend Themes
1. Galentine's Day Celebrations - Brands can capitalize on the popularity of Galentine's Day by hosting celebratory pop-up events that emphasize friendship and self-care.
2. DIY Beauty and Pampering - Pampering services like DIY manicures and free hairstyling can be incorporated into branding events to attract millennial customer bases who prioritize self-care and experiences.
3. Local Brand Partnerships - Partnering with local brands for celebratory events can provide unique and alluring opportunities for both community outreach and cross-promotion.
Industry Implications
1. Retail - Retailers can create themed pop-up events to drive foot traffic and cater to the growing trend of experiential shopping.
2. Beauty Services - Beauty and personal care services can incorporate DIY and self-pampering elements into their offerings to attract young and self-care-oriented clientele.
3. Hospitality - Hotels, restaurants, and bars can offer special promotions and experiences, including catering to groups of friends, to tap into the trend of celebrating special occasions with close-knit groups.