In November 2024, I had the incredible opportunity to sell my artwork at a Pop-Up Gallery in Melrose, MA! This event was organized by a local group called UpNext as part of their Project: Popup initiative (read more about that here).
When I was accepted for the opportunity, I was beyond excited. UpNext specializes in creating turnkey opportunities for local businesses to occupy vacant or temporary storefronts. These spaces act as incubators for individuals or businesses looking to test retail concepts without making huge investments.
While I don’t have plans for an in-person studio anytime soon (or maybe ever), the chance to occupy a space for a week and sell my work during the holiday season was too valuable to pass up.
Boston-Area Markets and Why I Chose a Pop-Up Gallery in Melrose
If you’re from the Boston area, you’re probably familiar with the Seaport’s Snowport Holiday Market and the South End’s SOWA Winter Festival. Both are opportunities for artists and makers to showcase their work for one to two months during the holiday season.
While I’d love to participate in those someday, they require a significant investment of time, money, energy, and staffing. I’m still relatively new to the market scene, and committing to a multi-month booth felt overwhelming. Oh, and I didn't get in - haha! I was waitlisted from Sowa this year, and did not apply to Snowport (because I knew I wasn't ready). That’s why the one-week commitment in Melrose was perfect—a fantastic way to dip my toes into the world of pop-up galleries without overcommitting. Plus, since it was held outdoors in early November, I hoped the weather wouldn’t leave me shivering too much!
Transforming the Space Into My Mini Pop-Up Gallery
When I first saw the popup space, I knew immediately that I wanted to turn it into a mini pop-up gallery. The unit had built-in lighting and slat walls, making it easy to hang a lot of artwork. UpNext even provided shelving hardware, so setting up a vertical display was straightforward.
I envisioned a layout that showcased framed prints across the walls, with a dedicated space for original paintings. A counter on one side of the unit was perfect for displaying baskets filled with loose prints and greeting cards for customers to flip through.
Setting Realistic Sales Expectations
As far as sales, I intentionally set my expectations low. I was worried about it being too early in the holiday season (Nov. 12–17) and uncertain about foot traffic on Main Street in Melrose. Unlike downtown Boston, where commuters and tourists keep the streets bustling, Melrose has a quieter, community-driven vibe.
I set a baseline sales goal that I’d be satisfied with—anything above that would be icing on the cake. While sales weren’t my only focus (the learning experience was equally important), I wanted to be mindful of the return on investment (ROI). At the end of the day, I treat my business as a business, so it’s critical to evaluate outcomes.
Day-by-Day Recap
Day -1: The Wind I attempted to open, but 40 mph wind gusts had other plans. Within minutes, my products were flying off the shelves—literally! I decided to close up for the day and spend the afternoon reorganizing my setup instead.
Day 1: Official Opening The wind finally died down, and I officially opened for business. It was a slow day, as expected, being a Wednesday. But I was optimistic that things would pick up.
Day 2: Gaining Momentum Sales doubled compared to Day 1, and I noticed more foot traffic. Staying open later to catch the after-work crowd turned out to be a smart move.
Day 3: A Big Win Sales on Day 3 surpassed Day 2, and I even secured a commission for a custom house portrait—a delightful surprise!
Day 4: A Busy Day The Melrose Open Studios tour brought extra foot traffic to the area. Sales dipped slightly compared to Day 3, but it was still a strong day.
Day 5: The Best Day Ever Sales soared by 45% compared to Day 4 and a staggering 428% compared to Day 1. The highlight? Selling an original painting—only the second one I’ve ever sold!
Lessons Learned
Framing Matters: I framed all my 8x10 prints for this event, and it had a noticeable impact. Customers were drawn to the medium-sized prints, leading to a nearly even split in sales between 5x7 and 8x10 prints. The higher price point of the 8x10 prints contributed to increased revenue.
Signage is Key: In hindsight, better signage would have helped boost visibility. I often avoid buying single-use signage, but a small, eye-catching sign would have made a big difference.
Photography Pays Off: Hiring my friend Yooni to professionally photograph the booth and my work was one of the best decisions I made. The photos captured the event beautifully and provided me with high-quality marketing materials for the future.
The Impact of This Pop-Up Gallery Experience
This pop-up gallery was a game-changer for my business. Over five days, I met countless people from the community, sold an original painting, and secured a commission order. Revenue from this event now accounts for about 16% of my year-to-date earnings.
Beyond the financial rewards, the experience boosted my confidence as an artist. Friends and family came out to support me, and I proved to myself that I could successfully run a multi-day pop-up gallery. Looking ahead, I feel more prepared to take on longer-term market commitments and could maybe see myself doing a longer popup (maybe 1 month) with UpNext in the future.
Looking to the Future
Have you ever participated in a pop-up gallery like this? What was your biggest takeaway? Let me know in the comments—I’d love to hear your story!
If you’d like to support my business, check out my shop, commission a painting, or visit me at an upcoming event. Here’s to many more pop-up adventures in 2025!
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