EE, the UK’s largest mobile network, has released a new study showing that pop-up retail contributes more than £2 billion to the UK economy. To help pop-up businesses overcome ongoing challenges, the company has launched a targeted initiative aimed at supporting temporary retailers across Britain.
The report, “Pop-Up UK,” was commissioned by EE and produced by the Centre for Economics and Business Research (CEBR). It forecasts that the pop-up sector could grow by 8.4 percent over the next 12 months. That growth could accelerate into double digits if common barriers—such as cost pressures and limited access to technology—are addressed.
To tackle those barriers, EE has introduced the Pop-Up UK initiative, which aims to help 3,000 entrepreneurs establish pop-up shops over the next three years. The program includes the world’s first mobile data plans and bundles designed specifically for pop-up retailers to remove technological limitations and enable smoother operations.
The Pop-Up Bundle offers 30-day 4G connections bundled with select discounts on products and services tailored to pop-up needs. These offers are intended to help the nearly 10,000 pop-up shops across Britain—where around 23,400 people work—connect to the internet, process transactions, promote their businesses on social media, and manage daily operations more efficiently.
Current discounts and partners featured in the bundle include:
- iZettle – a portable card reader that links to a smartphone, allowing pop-ups to accept card payments quickly and securely.
- Pocket Landline – a service that provides a local landline number routed to a mobile phone, ensuring pop-ups maintain a local presence and never miss customer calls.
- Smartphones and tablets – access to the latest 4G smartphones, tablets, and devices bundled with extras and inclusive benefits to support on-the-go retail operations.
Mike Tomlinson, Director of Small Business at EE, commented: “Small businesses, and pop-ups in particular, face significant barriers. We’ve launched Pop-Up UK to ignite Britain’s pop-up retail economy. As part of this campaign we’ve introduced the Pop-Up Bundle, the world’s first data plan purpose-built to help pop-up retailers overcome technological challenges. Pop-ups can use our 4G network to reach customers via social media, accept mobile payments, collaborate with suppliers, and securely access important data in the cloud.”
To roll out the initiative, EE has partnered with Appear Here, a marketplace connecting brands with short-term retail space. The pop-up market is expanding as established brands and independent creators alike capitalize on the buzz generated by temporary shops. Analysts project the pop-up sector will grow nearly 2.5 times faster than the traditional UK retail market over the next year.
Ross Bailey, CEO and founder of Appear Here, said: “Pop-ups are the future of retail, and this campaign helps remove many of the everyday barriers pop-ups face. Whether you’re a major retailer testing a new product line or an individual with a strong idea, setting up a pop-up should be straightforward. Pop-Up UK reduces technological obstacles and helps entrepreneurs find suitable locations. Still, more support is needed—particularly from government—to help pop-ups reach their full potential.”
From innovative street food to independent fashion labels and creative concepts yet to emerge, pop-ups bring fresh energy to the retail landscape. EE’s Pop-Up UK initiative could be a catalyst for stronger growth in the sector, and it will be worth watching whether the program helps drive the industry into double-digit expansion.
What do you think about EE’s Pop-Up UK initiative? Let us know in the comments.