The move will bring 100 popular small businesses and digital brands on Facebook and Instagram into retail stores — just in time for the holiday shopping season. The pop-up shop will be located in The Market @ Macy’s in New York City, Pittsburgh, Atlanta, Fort Lauderdale, San Antonio, Las Vegas, Los Angeles, San Francisco and Seattle, now through early February.
“The Market @ Macy’s helps both emerging and established brands reach new audiences by showcasing them in a physical space inside Macy’s. 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,” Facebook wrote in a press release.
Launched in February, The Market @ Macy’s allows brands to pay a one-time fee for a space on Macy’s first floor to advertise or sell their products while retaining all of their sales. Compared to traditional pop-up stores, Macy’s own staff services the brands. And the retailer is flexible on timing: brands can stay for as short a time period as a month.
While the pop-ups benefit brands with flexibility and staffing, they also benefit Macy’s. Through the pop-up stores, Macy’s can gain insights into customer preferences. And, of course, the promise of new products could drive customers to visit its stores.
“Overwhelmingly, what we think makes this so attractive for Macy’s and our customers is it continues to drive customers to stores by giving a constant break of discovery,” Marc Mastronardi, EVP of new business development and innovation at Macy’s, said at the time. “We have not [before] had a model in which we have provided [Macy’s retail service] to a really diverse set of categories coming into our space.”