When Microsoft unveiled the Surface tablets in June, it said it would sell the devices only through its own retail stores and on its own website. The additional 32 pop-up stores announced today more than doubles the number of physical outlets where it can demonstrate and sell the new tablet.

But Baker questioned the pop-up strategy.

"You usually don't see electronics in pop-up stores," said Baker. "You do for fashion.... Target's done this a few times..., but I wonder what with the pricing of the products and the amount of service Microsoft would like to provide, how much they can do in a pop-up."

Still, Baker said the move is, "Definitely very interesting and forward-thinking."

Microsoft did not spell out whether the holiday stores would offer the same services as the permanent locations, such as the "Answer Desk," Microsoft's version of an Apple store's "Genius Bar," or personal training sessions. In an email accompanying today's statement, however, a Microsoft spokesperson said, "The holiday stores continue to offer customers the opportunity to learn new technology skills and get the most out of their Microsoft-enabled devices."