How I Stepped Into the Big Leagues: Lessons from My First Big Pop-Up
- Muskan Agarwal
- Dec 26, 2024
- 12 min read
You know that moment before a big event when you’re both excited and low-key freaking out? That was me a month before exhibiting at Horn OK Please, one of Delhi’s biggest food festivals. With this being my first major pop-up, it felt like stepping onto a stage way bigger than I’d ever imagined.
The days leading up to it were pure chaos—a million to-do lists, frantic last-minute adjustments, and so much overthinking. Was I ready? Did I pack enough stock? What if people just… walked past my booth without a second glance?
Spoiler: it turned out amazing—and I’m here to spill the tea so you can slay your next pop up without breaking a sweat (or maybe just a little).
Don’t Book an Event Until You’ve Answered These Two Questions
Before you say yes to any event, ask yourself two crucial questions:
1. Who is your audience?
2. Why are you doing this pop-up?
At Horn OK Please, I saw a stall selling these gorgeous brass figurines. Everything looked incredible—top-notch products, beautiful display—but I couldn’t help wondering: Why here? This event was packed with teenagers and young adults—people who were more into quirky décor, food, and experiences. Brass figurines? They didn’t match the vibe.
I’ve made my own share of mistakes. Once, I booked a stall at a music festival. The event was perfect—ticketed, young adult crowd, totally my target demographic. What I forgot to take into consideration was the fact that it was a metal fest. The entire crowd was filled with guys who had zero interest in handmade gifts. My sales tanked.
Another time, I thought I’d cracked the code and booked a pop-up at a women’s college. Since 85% of my audience online is women, this felt like a perfect match. You’d think this was my dream audience, right? Nope. Even with heavy discounts, my prices felt too steep for most of the crowd, and I barely made back my costs. It took some reflection to understand why. This was a public university, and while the students were excited to check out my booth, their purchasing power didn’t quite match the pricing of my handmade, premium products. I realized that my products are better suited for audiences with a higher disposable income.
My best pop-up results came from cultural festivals at private universities. I realized that at cultural fests, people are in a shopping mood. They want to explore, they’re open to spending, and the vibe is just right.
And that’s how I finally booked Horn OK Please.
It was only after several experiences like these that I realized defining your audience goes beyond just gender and age. It’s about purchasing power, buying mindset, impulse decision tendencies, and so much more.
Now for the second big question: Why are you even doing this pop-up? What’s your ultimate goal?
Is it for sales? Brand awareness? Networking? Clearing out inventory? Testing new products? Pick one. Seriously, just one. You can’t have it all. You need to define your goal because your goal defines your approach.
For Horn OK Please, my primary focus wasn’t immediate sales. My focus was on building relationships—getting people to see, touch, and fall in love with my art. Sure, revenue matters, this was a big investment and breaking even was important. But if someone remembers my stall and comes back to me later for a handmade gift, that’s a win.
Moral of the story: If you know your audience and your goal, you’re already halfway to a successful pop-up. Everything else—inventory, presentation, even your sales pitch—just falls into place.
Don’t Say Yes Immediately—Do Your Homework: Questions to Ask Before Booking a Vendor Booth
The reality of pop-up events is simple: they can either be an incredible win for your business or a painfully expensive lesson. And the difference often comes down to asking the right questions before you book an event.
It’s easy to get swept up in the excitement and promises of “online brand visibility” and “high footfall.” So, here’s my checklist of what to ask the organiser to make sure the event is worth your time (and money).
1. Target Audience
Who usually attends this event? What’s the age group, gender breakdown, or income range?
Not every crowd is your crowd, and that’s okay. What’s not okay is walking into an event blind, hoping for the best. Past events are your crystal ball—find out if there are any trends or data you can review.
2. Expected Footfall
What’s the footfall for the event? What was the footfall last year?
Look at their social media to see how they’re promoting the event. If the buzz is missing, the crowd probably will be too.
3. Location
What’s the stall arrangement? Is it an indoor or an outdoor event? Can we pick our booth location?
Location isn’t just key—it’s everything. A great spot can mean sales; a bad one means people might not even see you.
4. Rent
Is there any scope of negotiation? Does the rent include tablecloth, chairs, electricity, Wi-Fi, or signage?
Let’s be real: every rupee counts. Don’t assume your rent covers everything. Ask for references.
5. Competitors
Will there be other vendors offering similar products? If yes, how many?
Competition isn’t always a bad thing—it just needs to be the right kind. If the event is oversaturated with brands like yours, consider how you’ll stand out—or skip it.
6. Refund or Cancellation Policy
What’s your refund policy? What are the provisions if it rains?
Life happens. Events get canceled. Make sure you’re not left high and dry. Be prepared for weather-related hiccups if it’s an outdoor event—ask if there’s a backup plan.
7. Support Details
When can we set up, and how long do we have? Is there an on-site team to help vendors?
Setups can be chaotic, but knowing the logistics makes it manageable.
8. Challenges
What feedback have you received from vendors in previous events?
If the organizer hesitates or downplays past issues, take it as a red flag.
Start Small, Fail Small, Then Go Big
Big pop-ups come with big pressure, so it’s better to test the waters first. I started with small-scale events as trial runs, where I learned what worked and what didn’t. Today, after multiple fests and flea markets, I’ve refined my approach to offline selling. Here’s what worked for me (though your insights might be different):
1. Online Bestsellers ≠ Offline Bestsellers
The assumption that my online best sellers will perform the same offline? Nope. At pop-ups, I gained real-time insights into what customers actually wanted, and it was often different from my online trends. Over time, I curated a product portfolio just for pop-ups.
2. Not All Audiences Are Equal
Not all crowds are created equal, and the event’s vibe makes all the difference. The same audience can act differently depending on the event.
During a business conclave event at one of the top universities in Delhi, I struggled to sell even with heavy discounts. The vibe was all about startups and networking—not ideal for impulse purchases. At a Diwali fest in the same university, the vibe was festive, fun, and consumer-focused. My sales doubled simply because people were in the buying mindset.
3. Products for Sales vs. Products for Branding
Your goals dictate your strategy.
If your aim is sales, focus on impulse-buy products—affordable items that don’t require much deliberation.
If you’re building brand awareness and thinking long term, showcase samples of your bestsellers. This helps customers remember your brand long after the event ends.
4. Pricing Strategy
Pricing higher to cover rent and logistics might seem logical, but it has never worked for me. Instead, I run big discounts and bundle multiple products during pop-ups. This approach attracts more buyers and leads to higher overall sales.
By the time I hit Horn OK Please, I had a better sense of the products that work, the audience and their buying decisions, and how to build my display.
Moral of the story: Start small. Learn what works. THEN go big.
Your Booth is Your Silent Salesperson
Picture this: you’re walking through a lively festival with your bestie, listening to the music and glancing at shopping stalls. Which booth do you stop at—the one with all the products crammed on a flat table, or the one with a gorgeous, layered display that’s practically calling your name?
Exactly.
A well-thought-out display can be the difference between drawing a crowd or blending into the background. Clear branding, organized layouts, and inviting colors aren’t just aesthetic choices—they’re strategies. Even the best products can go unnoticed if your booth doesn’t catch the eye.
If you’re planning to host more pop-ups, think of your booth as an investment. Create multiple touchpoints where people can interact with your product and use vertical merchandising to highlight your bestsellers and maximize visibility. Small details, like strategic lighting or playful signage, can work wonders in drawing people in.
A great display doesn’t just attract attention—it encourages engagement and, ultimately, sales.
It’s Not About the Money (Well, Not Entirely)
Pop-ups are gold mines—not just for sales, but for insights.
Customer feedback, even the silent kind, is invaluable. Watching what they touch, hesitate over, or smile at reveals so much about their preferences. Those casual comments? They’re pure gold. Questions like, “Does this come in a set?” or “Can you customize this?” often spark ideas for expanding my offerings or refining my pitch.
During pop-ups, I also dedicate the quieter moments to experiment. Whether it’s testing display strategies, tweaking pricing psychology, or analyzing product popularity, the initial hours help me understand what connects with my audience and what doesn’t.
Tip: Listen, learn and adapt—use every interaction as an opportunity to evolve your product line and strategy.
Rest is Non-Negotiable—Take Care of YOU
Confession time: By the end of day one at Horn OK Please, I was running on fumes.
Let me set the stage—this was my first big pop-up. I had done smaller events before, but nothing on this scale. Preparing for it was a whirlwind: I spent an entire month building up inventory, creating marketing materials, and designing the perfect booth display. I worked day and night, burning the midnight oil because, let’s face it, when you’re an independent artist running a business solo, you don’t have the luxury of hiring a big team for a one time event.
I was excited. Sure, we were understaffed, but the sheer thrill of doing something big for my business made all the late nights and early mornings worth it. I wasn’t complaining about the hard work—it felt like a sign of growth, and that’s something to celebrate.
But here’s where I went wrong: I didn’t rest the night before the big event.
The day before the event was chaotic. Packing display materials, organizing inventory, labeling boxes, loading the truck—every detail fell on me. My brother was visiting from Boston, and it was also my best friend’s birthday the same night, so I juggled family, friends, and work. By the time I finally slept, it was only for a few hours. I woke up tired, dragging myself to the venue with zero energy.
The setup on day 1 was a nightmare. The sun was blazing directly on our 2x2-meter stall, and the space was cramped with 21 boxes, two tables, and three people squeezed in. The physical exhaustion and the heat were unbearable. By the time the crowd rolled in, I was already spent, and I could feel it affecting my conversations.
Here’s the thing: Your energy is contagious. If you’re drained, it shows. If I had been at my best, I know I could have managed the crowd better, made more connections, and increased my sales. As a small business owner, no one can talk about your product with the same passion as you. But passion requires energy, and I didn’t have any left. Between setting up, smiling non-stop, and explaining my products a thousand times, I forgot to eat, hydrate, or, you know, breathe. I was a walking zombie by the end of day 1.
I came home that night determined to do things differently. I slept for a good 8 hours, wore the most comfortable clothes the next day (yes, I showed up in chappals), skipped the makeup, and just focused on being present. I let others handle the heavy lifting this time.
Thankfully, day two was kinder—the sun stayed behind the clouds, and I was refreshed and ready to go. The difference was night and day. I had energy to spare, engaged passionately with clients, and even managed to attract more customers just by being enthusiastic. I doubled my sales. Why? Because I showed up with the energy and excitement that only I could bring to my booth.
If there’s one thing I’ve learned, it’s this: Rest isn’t optional—it’s your secret weapon.
Reminder: Taking care of yourself isn’t selfish—it’s smart. Hydrate. Snack. And for the love of pop-ups, sleep well the night before.
People Buy YOU, Not Just Your Product
Pop-ups aren’t just about products. They’re about YOU. People don’t want to be sold to. Sometimes they want to connect with the human behind the booth.
At Horn OK Please, I wasn’t just selling crocheted flowers—I was sharing stories. I told visitors how my Nani, after 30 years, picked up crocheting again and is now making these beautiful flowers. I shared how I started my business to earn some extra pocket money for puchkas, of all things. I asked them about their favourite gifts, swapped fun anecdotes, and even laughed over how ridiculously loud the music was. I got to connect with people on a deeper level.
These candid conversations? They’re powerful. There might have been a dozen crochet stalls, but there was only one Muskan Agarwal. My conversations were what made people remember me. Not everyone bought something, but almost everyone walked away with a smile and a story to remember. They left with a positive impression of my brand—something far more lasting than a single sale.
Tip: Sell the story, not just the stuff.
Content, Content, Content
Every second you’re at a pop up, from setting up your booth to chatting with customers, is a chance to connect, inspire, and grow your online presence. You’re spending thousands of bucks—your hard-earned money—on that 2x2-meter stall. Make it count. Here’s how I made the most of it:
1. Use Slow Times Wisely
In the initial hours when the pace is slow and the sunlight is just right, make content. Film a quick tour of your booth, show off your favorite products, or click aesthetic pictures of your new launches. These moments will shine on your social media.
1. Engage with Customers (Without the Awkwardness)
Interacting with customers doesn’t have to feel like pulling teeth—especially if you’re an introvert like me. Instead of overwhelming them (or yourself) with open-ended questions like “Why do you like this product?” or "What comes to your mind when you think of our business?" try prompts that are easy, fun, and don’t put anyone on the spot. Here’s how I keep it light, easy, and engaging:
Ask them what their favorite product is.
Find out who they’re buying a gift for and why—turn their stories into yours.
Snap pictures of happy customers posing with your creations (with their permission, of course).
If you’re not feeling chatty, a simple fist bump can still make someone’s day—and your content. Click here to check out my version of it.
Keep it interactive with questions like “Guess how long it took me to make this!” or “Which plushie do you think is our bestseller today?” that only requires a short, to the point answer.
Conduct quick polls on what they think you’ll sell out first.
3. Record the Chaos
The real, unpolished moments are the ones that make people feel like they’re right there with you. Trust me, it’s the chaos that brings authenticity.
For me, it was things like both of my QR codes hitting their transaction limit and completely shutting down (yes, it happens). Or that random clip I have on my phone where I’m standing barefoot in the stall, inhaling a sandwich like it’s my last meal on Earth. Nothing glamorous about it, but it's real. And people get it.
And then, there was that sweet moment where my friend, Khushi—who was helping me at the stall—put my QR code as her wallpaper so it’d be easy to scan. These moments remind us that we’re all in this together.
Oh and remember when I showed up on the second day with zero makeup, thinking I’d just embrace my tired, real self? Well, Pratima, my best friend, wasn’t having any of it. She literally sat me down, told me to shut my mouth and close my eyes, and in a mere 2 minutes, transformed my entire look with here makeup brushes. It was too good not to document.
It’s these messy, imperfect, yet real moments that build a stronger connection with your audience. They remind people that it’s not always smooth sailing, but it's all part of the journey—and they’re along for the ride with you.
So, when you’re in the middle of a chaotic pop-up, don’t forget to grab your phone and capture the raw moments.
Final Thoughts
Big pop-ups like Horn OK Please are a rollercoaster of emotions—equal parts chaos, adrenaline, and pure joy. Yes, they’re hard work. Yes, you’ll feel like collapsing by the end. But they’re also where you grow, learn, and connect in ways no online sale can replicate.
So, if you’re stepping into the big leagues, here’s my advice:
Define your goals.
Know your audience.
Show up with a plan, a smile, and a killer display.
Every event is a story waiting to be told. What will yours be?
Let me know your favorite pop-up moment—or ask me anything about setting up shop. I’m here for it!
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