In a strange new marketing move, Facebook has partnered with Macy’s to create nine pop-up shops across the country. The promotion is part of Macy’s new promotion “The Market @ Macy’s.”

The popups will showcase products from 100 small businesses and online brands, with news-feed-themed displays. Additionally, all revenue will go towards the small businesses.

Facebook’s Director of North America Marketing Michelle Klein issued a statement about the promotion:

All over the world people are running businesses, big and small, that have inspiring stories and we want to help them succeed. We are thrilled to be partnering with one of the world’s biggest retailers to bring some of those businesses to a physical store this holiday season. Macy’s shoppers will have the chance to meet businesses like Love Your Melon that sells hats and apparel to help in the fight against pediatric cancer, or Charleston Gourmet Burger Company that started from a backyard barbecue and has expanded to reach customers in all 50 states.

With the promotion, Facebook joins the ranks of other online-based companies creating physical presences, including Amazon, with its Amazon Goand Amazon 4-starstores.

The pop-ups will be open until February 2nd in Atlanta, Fort Lauderdale, Las Vegas, Los Angeles, NYC, Pittsburgh, San Antonio, San Francisco and Seattle.