There are various benefits to pop-ups such as marketing, testing products, locations, or markets, and as a low-cost way to start a business. Some pop-up shops, such as Ricky's and other Halloween stores, are seasonal, allowing brands to capture foot traffic without committing to a long-term lease.[27] Other brands use pop-ups to create engagement, such as Marc Jacobs Tweet Shop's exchange of "social currency" for free product,[28] and King and McGaw who used a pop-up to exhibit and sell prints from the Mourlot Studios in Soho, London.[29]