Are you adding something new (not known in the market so far) to your offerings? Think about new benefits, experiences, technologies, features... etc. Novelty is the state or quality of being new, exciting, unusual or unique

When and how to apply Novelty:

The first step in opening a Novelty store is to determine precisely what you will sell. Obviously, this means finding your niche.

Your product must be distinct.

When first starting out, it is essential not to attempt to provide everything. Instead, it is preferable to focus on a specific niche that you are confident in conquering.

Well-known companies that use this pattern are b8ta and Adverty.