The holiday season isn’t just for decking the halls — for savvy spa retailers, it’s a chance to meet customers where they are (literally) and convert cold weather into hot sales.
From busy malls to destination markets, spa retailers leverage off-site pop-up shops during high-traffic months to increase exposure, generate sales and build brand awareness.
“We’re always looking for creative ways to bring our expertise closer to the communities we serve,” says Kathi Belcourt, director of sales and service at Aqua-Tech. “The inspiration for our pop-up shops came from listening to our customers — they wanted convenient, face-to-face access to water care advice and product solutions, especially during busy pool and hot tub seasons.”
The right location makes all the difference
Pettis Pools & Patio has found pop-ups do more than drive holiday traffic — they’re sales channels and long-term engagement tools.
“We sell hot tubs, Softubs and saunas through our mall pop-up location,” says Karen Blossom, retail manager at Pettis Pools & Patio in New York. “If a customer doesn’t purchase that day, they’ve still gained knowledge about our product — and we see many sales after the holidays from leads generated at the pop-up.”
Choosing where to pop up is as much about logistics as it is about other factors like visibility.
“It comes down to three things: foot traffic, audience alignment and visibility,” says Crystal Lengua-Rowell, Cover Valet’s vice president of Canadian operations. “A mall corridor near lifestyle or home décor retailers often works well because customers are already in the mindset of improving their home or entertaining.”
Blossom agrees, noting Pettis’ successful run at Eastview Mall, a convenient location with high foot traffic — right by the mall’s main entrance.
“The location meant that many eyes would be seeing us coming and going from the parking lot,” Blossom says of her company’s three-to-four-day events.
Lengua-Rowell encourages retailers to consider nontraditional locations, such as garden centers, furniture showrooms or even local wineries.
“The best locations make it easy for people to stop, browse and imagine how the product fits into their life,” Lengua-Rowell says.
Pop-up = sales + a brand lift
While many spa retailers see pop-ups as sales-first, experts say the smartest players treat them as both a revenue driver and a brand-building moment.
“Pop-ups are an excellent brand awareness tool,” Lengua-Rowell says. “But with the right offers and calls to action, they can generate immediate sales — especially as a pop-up isn’t permanent, so people feel more urgency to act.”
Promotions like “buy now, install in spring” or bundled accessories work well, while smaller impulse buys — spa scents, filters, towel trees — turn browsers into buyers.
Pop-ups also provide real-time customer insights. “It’s a chance to gather direct feedback that can shape future campaigns and even product development,” Lengua-Rowell says.
Sensory selling
The strongest spa pop-ups are immersive, not transactional.
“Displays that re-create a slice of backyard living with greenery, cozy seating or lifestyle imagery stop shoppers in their tracks,” Lengua-Rowell says. “Interactivity is what transforms curiosity into connection.”
Spas with bubbling water, LED lights and soft music naturally pull people in. Extras like a scent bar or ambient lighting make the lifestyle real in a way brochures can’t.
Aqua-Tech’s Belcourt adds that themed pop-ups — like a water-testing kiosk — deliver instant value.
“That focus gives customers a clear reason to engage,” she says, noting it also simplifies staffing and logistics.
Plan, then plan some more
To stage a pop-up during peak months like November or December, retailers advise planning six to eight months in advance.
“It’s about creating anticipation,” Lengua-Rowell says. “Retailers who succeed often build buzz before the doors even open — teasing the pop-up through email, social media and partnerships.”
At Pettis Pools, that means floor plans, inventory forecasting, decorations and signage. Blossom recommends a to-scale pre-move-in diagram and a review with all departments involved to understand the staging. A walk-through to gauge if customers can easily view the product is a must, she adds.
“Organization and teamwork make this all work,” Blossom says. “We start to plan again in September as pool season winds down — hot tubs need to be manufactured, and stock ordered accordingly.”
Staff for storytelling, not just sales
When your team is energized, your customers feel it.
“The most successful pop-ups strike a balance between experienced sales staff and ‘connectors’ — people who may not know every technical detail but have a natural ability to make customers feel welcome and curious,” Lengua-Rowell says.
Retailers often use hybrid staffing models: drawing from seasoned pros to close sales, while training seasonal staff as brand evangelists. Some even tap talent from parallel industries like wellness or fitness to help connect the dots between spa ownership and lifestyle.
Belcourt adds that training is key. “Your staff are your brand ambassadors,” she says. “Make sure they’re equipped to answer questions, solve problems and deliver a memorable experience.”
Make it fun and make it count
From social media contests to spin-to-win prizes, strong holiday pop-ups do more than showcase spas — they create community. Fun touches like “try-before-you-buy” vouchers or a dance-off for coupons turn the display into an experience.
Pop-ups should be enjoyable for staff and customers.
“A successful pop-up should be treated as a mini event,” Lengua-Rowell says. “Customers rarely remember transactions, but they do remember experiences.”
At Pettis Pools, keeping displays fresh each year keeps customers coming back and helps energize staff. The company has also started carrying spa chemicals and giftable accessories on-site to meet shopper demand.
Blossom says that because hot tub owners are already at the mall, they’ll stop by to pick up chemicals. Additionally, foot traffic brings in curious shoppers who generate leads for pool sales and service work in the spring, she says.
From mall floors to backyard dreams
Pop-ups can be high-energy, high-return opportunities — especially during peak traffic seasons. Whether you’re pitching spas in a mall, a market or under a tent, what matters most is creating an experience that feels real, personal and memorable.
“When customers see you show up at their local market or mall, it makes your brand feel human and accessible,” Lengua-Rowell says. “Even if that moment does not lead to an immediate sale, it plants the seed for a relationship that can grow steadily over time.”
Done right, pop-ups are not just seasonal gimmicks — they’re strategic growth tools that meet people in the right place, at the right time, with the right message.
“Time is the real luxury,” Lengua-Rowell says. “Your job is to help people bring more of it home.”