CBRE: Driving Factors This Holiday Retail Season Include More Pop-Ups, Mobile Commerce, Discounters

Trends Identified By CBRE Are Rooted In Shoppers’ Preference For Omnichannel Access, Consumer Experiences

Los Angeles – Nov. 22, 2017 – Shoppers’ growing preference for variety and value will drive CBRE’s anticipated holiday retail trends for this season, including an even greater proliferation of pop-up stores, the emergence of “pop-up warehouses,” an expansion of mobile commerce and strength in discount retailing, according to a new report from CBRE.

“As e-commerce reshapes modern retailing, blurring the lines between online and in-store activity, retailers and shopping center owners must continue to adapt with fresh approaches,” said Laura Sagues, CBRE First Vice President of Retail Advisory & Transaction Services in the Bay Area. “We’re seeing this in the Bay Area, as landlords in prime retail districts that nonetheless have a few vacancies are embracing pop-up stores as an effective alternative. We anticipate that tech-related pop-ups and mobile-commerce tools will resonate well in Northern California this season.”

CBRE’s 2017 U.S. Holiday Trends Guide outlines four trends shaping this season as it unfolds.

Pop-Up Mania
Short-term retail leases – often called pop-up shops – have evolved from a trend last season to a full-blown phenomenon this season. Retailers, and now retail-center owners, favor the flexibility and experimentation allowed by short-term leases, and shoppers appreciate the variety of a shifting roster of stores. Several of the largest U.S. mall owners have designated space in their strongest properties for pop ups.

More M-Commerce
It’s no secret that e-commerce is claiming a growing portion of retail sales. What’s less often highlighted is the growth of mobile commerce; eMarketer forecasts that more than a third of online sales this year will occur on phones and tablets. CBRE expects more widespread use by retailers this year of m-commerce tools for handling customer-service, mobile marketing and facilitating sales.

Dawn of the Discounters
Discount and off-price retailers gained momentum during the Great Recession and have sustained it in the years since with a mix of value pricing and treasure-hunt merchandising. CBRE predicts that the category will take additional marketshare this season, spurring mid-market retailers to discount their prices to compete.

Warehouse Space, On Demand
The surge of online sales during the holiday season can create instant, short-term demand for warehouse and distribution-center space – potential headache for retailers trying to ensure prompt delivery to customers. New services have emerged to provide a “pop-up warehouse” model in which demand for short-term industrial space in a given market is matched with suppliers. Early results show higher efficiency and lower costs.

“CBRE has identified these trends by examining public and proprietary data, querying our Retail professionals and listening to our clients,” said Brandon Famous, CBRE Senior Managing Director of Retail Advisory & Transaction Services and Retail Leader, the Americas. “We see these trends as natural steps for retailers striving to perfect their omnichannel operations for selling across all channels and to enhance consumers’ experiences in each.”

To read the report, click here. Download may take a few seconds.

About CBRE Group, Inc.
CBRE Group, Inc. (NYSE:CBG), a Fortune 500 and S&P 500 company headquartered in Los Angeles, is the world’s largest commercial real estate services and investment firm (based on 2016 revenue). The company has more than 75,000 employees (excluding affiliates), and serves real estate investors and occupiers through approximately 450 offices (excluding affiliates) worldwide. CBRE offers a broad range of integrated services, including facilities, transaction and project management; property management; investment management; appraisal and valuation; property leasing; strategic consulting; property sales; mortgage services and development services. Please visit our website at

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