Harry & David said today it will open about 20 pop-up stores nationwide this holiday season to augment its 46 year-round retail locations.

The pop-up stores target what are described as key markets, expanding Harry & David's store footprint during its critical second fiscal quarter.

Harry & David holiday stores have already begun to open and are expected to close shortly after the holiday season. Three of the pop-up shops are in California and six in Illinois, with four in New Jersey and Virginia, and one each in Delaware and Maryland.

The pop-up stores go back to 2010 when former CEO Steve Heyer found a “wow” response both within and outside the company with orchard-themed pop-up stores, which appeared in major metropolitan areas.