This article on pop-up stores made me wonder why some of the non-brick&mortar ebook reader vendors wouldn't want to take advantage of low rents to push their products.
Seems to me, that with low rents and the ebook readers taking off this holiday season, it would be a good opportunity to educate consumers and provide a hands-on experience.
Even if its not enough product for a temporary storefront...most malls also rent pushcarts.
http://www.boston.com/business/artic...or_the_season/
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Electronic Arts, which has one other pop-up location, in San Francisco, is not selling merchandise in the temporary spaces, but using the venues to raise awareness for the video games and referring customers to merchants where they can purchase them.
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The trend is so hot that it has pulled in a business that made its name by selling outside the big boxes: eBay, which opened a pop-up store this month in New York City for its secondhand wares.
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