Many events have been canceled due to the COVID-19 outbreak, however, businesses, organizations, and programmers have adapted by launching virtual versions of their activations—from digital fashion weeks to online spring pop-up markets.
The Sunnyside Shines Business Improvement District (Sunnyside Shines BID) was quick to convert its artisan spring pop-up market to the online environment. Originally scheduled to be held in Bliss Plaza, consumers had the opportunity to enjoy this event via Facebook Live. Each local vendor presented their favorite "handmade, artisanal, and [...] hyperlocal" products, and viewers were able to make a purchase via the vendor's website or even reserve items via the Facebook chat. As a result, this quick adaptation to a dramatically changed environment allowed the organizers to support local production.
Virtual Spring Pop-Up Markets
Sunnyside Shines BID Launched Its Market Via Facebook Live
Trend Themes
1. Virtual Pop-up Markets - There is an opportunity for retailers to create unique virtual pop-up markets that recreate a sense of community and interaction.
2. Hyperlocal Products - There is an opportunity for small businesses to promote hyperlocal products that showcase the uniqueness of their areas and can be accessed virtually.
3. Online Event Adaptation - There is an opportunity for event organizers to find creative ways to adapt their events online to still offer unique experiences to participants.
Industry Implications
1. E-commerce - E-commerce platforms can benefit from providing a specialized online space for virtual pop-up markets.
2. Local Business - Local businesses can benefit from promoting their hyperlocal products through virtual markets and reaching a wider audience through social media.
3. Event Planning - Event planners and coordinators can benefit from finding ways to adapt events to the online environment, creating unique experiences for participants that can reach a broader audience.