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Whether from scrolling through Facebook feeds or looking through photos on Instagram, millions of users discover new and up-and-coming brands every day that are using social media as a major platform to sell their products and services. This holiday season, Facebook stepped out of the digital world and opened its first pop-up shops in multiple Macy’s stores across the country to promote these small and online-based businesses.

Facebook’s pop-up shops at Macy’s will be up and running until February 2, bringing roughly 100 small or online-based businesses into The Market @ Macy’s. This market was set up in Macy’s earlier this year as a way for its stores to feature unique brands and celebrate small businesses. With this new partnership, Facebook and Macy’s are giving brands a physical space to sell their products and services in one of the most popular retail stores during the busy holiday season.

In a blog post written by Facebook, the social media giant explains that, “We know the power of connecting businesses with the people who love them most, which is why we’re proud to play a role in expanding the communities of these businesses to in-store shoppers at one of the most beloved retail stores in the world.”

Located in Atlanta, New York City, Pittsburgh, Fort Lauderdale, San Antonio, Las Vegas, Los Angeles, San Francisco, and Seattle, Facebook’s pop-up shops at The Market @ Macy’s will feature both new and established brands. Holiday shoppers are currently seeing a diverse set of brands at these pop-up shops including Charleston Gourmet Burgers, 4Ocean, Love Your Melon, Inspiralized, and more.

With so many small brands that use Facebook’s business services, these pop-up shops are one way that Facebook is giving back this holiday season. The businesses involved receive 100% of the revenue, and Facebook even pays for their one-time fee that Macy’s charges to use the space. With Facebook bringing brands into large retail stores, this could inspire even more brands to utilize Facebook’s business services and advertising in the future.