Facebook launches holiday pop-ups at Macy’s

As part of The Market @ Macy’s, which launched in February of this year, social media platform Facebook has opened a small business pop-up in nine of the department store’s locations across the US for the holidays.


Many of the brands are digital natives making their first incursion into brick-and-mortar retail - Photo: Facebook

The pop-ups will bring around 100 emerging brands to Macy’s stores in New York City, Pittsburgh, Atlanta, Fort Lauderdale, San Antonio, Las Vegas, Los Angeles, San Francisco and Seattle.
 
Many of the brands are digital natives which have been handpicked by Macy’s from a list of applicants to an open enrolment call issued by Facebook, and which are making their first incursion into brick-and-mortar retail. Categories covered include apparel, accessories, jewelry and beauty products, as well as tech, home deco, gifts and experiences.
 
Macy’s has previously explained The Market @ Macy’s as a “turnkey solution” for businesses looking to break into brick-and-mortar, and is describing as the partnership with Facebook as an exercise in “retail provided as a service”, allowing both new and established brands to reach new audiences.
 
The collaboration between department store and social media network is also an intriguing move for both partners, as Macy’s explores the experiential potential of its locations and Facebook looks to double down on its links to retail.
 
“The partnership with Facebook reflects efforts to offer unique brands, experiences and concepts that could woo shoppers who increasingly prefer to shop online,” said Macy’s in a press release.
 
To celebrate the opening of the pop-ups, a number of the brands featured at the Macy’s Herald Square, New York location will appear in an ad campaign at NYC’s Grand Central Station.
 
Facebook’s holiday pop-ups at The Market @ Macy’s will remain open until February 2, 2019.

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