Lupita Ferreyra
Vendors gather on Park Avenue for the fi fth annual Falloween event hosted by the San José Makers on Sunday.
San José got a head start on its Halloween spirit this past Sunday, as local vendors, families, and students gathered for a festive pop-up market only a little over a mile away from campus.
Located on Park Street, Falloween hosted its fifth annual pop-up showcasing a variety of spooky small businesses.
The pop-up was organized by San Jose Makers with the intent of bringing out over 50 vendors and getting the community together.
Russell Mae Espejo, owner of R&B Crystals, opened her business earlier this year and specializes in selling authentic crystal bracelets and jewelry.
Espejo said community markets help offer exposure to small businesses like her own, especially for those vendors who don’t have physical storefronts and depend on pop-up events.
Pop-up markets are temporary retail events where vendors set up booths for a short period of time.
These markets normally bring together food, crafts, drinks, and much more.
According to a report by Mailchimp, pop-up markets benefit both vendors and the community.
For small business owners, pop-ups offer lower overhead costs while also bringing engagement for the community.
Andrea Esparza started her small business, Dreea Crystals, five years ago.
“You get all kinds of ages. Little kids get excited about rocks…and hearing people say, ‘Oh, that’s a really cool crystal,’” Esparza said. “Even if they’re not buying, it’s about that connection.”
Pop-up markets grew in popularity following the COVID-19 pandemic, as many small businesses who had seen a negative impact were forced to reallocate to temporary or mobile retail storefronts due to shutdowns and restrictions.
With there being over 50 vendors, there were more than just handcrafted goodies.
Vanessa Juarez, owner of LemoNessa, said her 9-year-old daughter thought of the idea for their business after seeing a lemonade stand trend on TikTok.
“My nine-year-old actually came up with the idea from TikTok to raise money for dance, and it ended up being a lot more successful than we expected,” said Juarez.
Back in 2021, a TikTok trend called “creamy lemonade” grew quickly across social media, which drew attention towards lemonade stands.
The whole purpose of this trend was putting a twist on classic lemonades and making them your own, which is exactly what Juarez’ daughter did.
Juarez went on to emphasize the importance of community events.
“I think (markets like this) are good. They bring a lot of people out. You get to create things,
communicate, meet new people…and network,” Juarez said.
The pop-up drew in a large crowd, some even dressed in their costumes, as more than 50 vendors were in attendance at the Falloween event.
The streets were turned into a very spooky, yet lively, marketplace – featuring everything from food trucks and drink stands to handcrafted jewelry and artisan goods.
With autumn officially here and midterms creeping up, Sunday’s market offered more than just shopping, but a breath of fresh air to the community.