My pop-up Market set-ups ( then & now )
Let's roast, I mean "rate" my booths over the years
I still vividly remember the very first pop-up market I did in July 2019. The way I stress crammed everything into the back of our Subaru Outback in giant Ikea bins, my freshly purchased 10x10 tent and of course - a wicker shelf I had scored either on FB marketplace or Estate Sale. Why were we so obsessed with wicker in 2019?
I had no idea anything about doing pop-ups, or what would work best, so I brought everything I could think of - a massive folding table, 3 rolling racks, a rug, shelf and more. At least I had the foresight of creating a fitting room - this was the one thing I always saw lacking at markets when I was a shopper, and I was determined to come up with the most creative / pack-able idea possible. Having a place for customers to try on clothing was the ticket to selling a LOT more than maybe an average market ( I had nothing to compare to ) - but I did over $1300 in sales that first go around, and I was hooked. I did around 17 pop-ups that first year ( July - December ) and then the pandemic happened, but I have learned a lot between 2019 and now ( and have my packing and set-up down to a SCIENCE ).
Let’s take a walk down memory lane - shall we?
SODO Flea ( July 2019 ) - I will say, even though this looks pretty hectic, I am proud of myself for purchasing all wood hangars and creating somewhat of a cohesive feel, even if it hurts my brain a little bit to look at this now. We all start somewhere!
I was REALLY proud of my fitting room set-up which I used for a long time, and slowly refined it with each market, but essentially it was 4 curtains, rope and clips that I strapped to the corner of my tent using zip ties. It packed up compact and gave that sort of Free People bohemian vibe I was really into at the time.
Portland ( August 2019 ) - I don’t remember the name of this event, but it was a really cool venue in Portland, and I think I drove down and back in the same day to do this. I loved this event and set-up ( plus I didn’t have to deal with a tent or my fitting room! ) You can see I still have a strong bohemian, wicker vibe happening, and I was definitely trying to figure out my style & voice as a curator. This event was fun and the people were super friendly.
MILLIE/WILLA ( June 2021 ) - Fast forward through 2020, I did one open-house in my tiny studio in February, and then in mid-2021 this was ( my first post-pandemic ) event. I loved being set-up outside without tent. We all wore masks, but it was so refreshing to see people in person again. I love that I am starting to develop an eye for color coordinating my racks, and everything looks so cute out front of Willa’s original location on Queen Anne. ( note: this is where I start to realize that I should be seeking out venues with like-minded shops. my set-up “makes sense” because it ties well into the space and venue )
Tacoma ( February 2022 ) - Right when I was about to get my groove back I broke my leg in August 2021. I took a full six months off until I was able to walk again, doing one Holiday market in December 2021 with crutches. Now it’s 2022 - and my first event was in Tacoma in February. This event was a bust for me ( I sold one thing and didn’t even cover the event fee ) - but it felt good to get out and back at it.
This rug became my whole booth personality - and it has been to just about every market since then and now. I love the pastel colors and how it ties everything together. I still can’t believe I lugged that 8’ ladder with me to this event - again, it was something I was completely obsessed with and just had to have it.
After that first miss of a market, 2022 really exploded for me. I started to get back out there and do anything and everything - taking each market as a learning opportunity to grow, meet new people and find my place in Seattle. I did over 40 events - between pop-ups and open houses at my studios, as well as a 3 month residence with Seattle Restored and learned SO MUCH.
Somewhere in early 2022 I learned the art of merchandising my table in a way to create sales ( wow why did it take so long ) - I learned that I could create a stack of vintage tees or sweatshirts with something eye-catching and it would bring people into my booth, create a talking point - and usually ended up being the next thing to sell. This was starting to get really fun!
Seattle Restored pushed me to realize that I needed to find ways to purchase more vintage, in more quantities without sacrificing my time - hence leading me to develop relationships with vintage wholesalers in California.
Slowly you can see things coming together - pieces are hung by color and by category which helps shoppers find their starting point in my rack.
After many, many, many markets in 2022 - I learned which events to focus on, and that I no longer wanted to do anything that involved ( a ) a 10x10 tent and ( b ) the words “flea” “rummage” or “sale” . This allowed me to become laser focused headed into 2023 - as I moved into a bigger space / opened Halite and did my first big 2-day market ( Renegade Craft in San Francisco ). Together this was the secret recipe that has landed me here today in 2025 with clear focus on business goals for the future.
( 2023 - now ) - Renegade Craft was game-changing for me. I met with a buyer in early 2023 who changed my whole perspective on how I purchased goods for my store, and how I presented them. I attribute this shift in my mind-set to him, and it has helped me dive into a business model that really works. I stay focused on key categories that work for my customers, I will try new things with intention, and when doing markets I am sure to merchandise and display things that make sense. The biggest compliment anyone can give me is walking through my racks and saying “ wait is this vintage ?” because it looks new and modern.
You can really see in 2023 that things start to come together and make sense for me - my markets are easy to curate for - I know exactly what I am bringing and where - I can easy pack my car in 20 minutes, and un-load and set-up in 30 minutes to an hour tops depending on if I have my fitting room and multiple racks.
Now doing Renegade and other small markets has become “easy” in terms of mental capacity leading up to them - I have spent hundreds of hours and done hundreds of markets to get to a point where it feels effortless and fun. My big 2-day markets and SF shows are my main focus - I don’t think I’ll ever go back to doing tented events!
You’ll probably see me trying out some new events in 2025 ( and maybe circling back to some I haven’t done in a while ) as I play and explore what I enjoy doing most. I am excited to continue to refine and hone my shop “voice” as well as help share my knowledge and expertise with the small business community around me.
Have a question? Let’s chat in the comments! Want some personalized 1:1 advice? Please consider booking a session with me - Small Business Advice 1:1
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xx M
Michelle Moore is a Seattle-based creative, vintage curator, photographer, writer and educator. You can catch her at an up-coming pop-up, swing by on a night she’s hosting at the restaurant in Ballard, order one of her hand-knit Beanies, or hire her to host & plan your next event.
connecting you with good clothes + good people.