Look around at any big event and it is obvious that many people feel open, comfortable, and even empowered as choosy consumers in busy vending areas. At the core of that activity is a personal exchange, and that means pop-up retail is full of potential for science engagement. Could the joyful moment when a shopper finds an item just right for them (or a loved one) also double as a science engagement experience? As with all situated engagement, realizing the potential of this category requires rethinking outreach. And it is worth it. Hear why from the teams and observers involved in two Science In Vivo sites: Startorialist at the Grand Bazaar, and the Science Boutique. Startorialist set up a retail stall at the Grand Bazaar, an open-air market on NYC’s Upper West Side. Science Boutique set up a retail stall at downtown Boston’s Greenway Open Market. The audio highlights here are from final critiques in 2019 and a group category conversation in 2021.