Facebook Marketplace rings in the holiday season with curated creator collections

Meta is turning Facebook‘s secondhand store into a holiday shopping hub. On Facebook Marketplace, users can peruse a handful of shoppable collections curated by top creators.

The seasonal collections can be found on the Facebook Marketplace Holiday Shop, where visitors will find varied collections that serve a diverse array of gift-giving needs. Shoppers on the lookout for the latest tech gadgets can head over to iJustine’s emporium, while buyers looking for kid-friendly items can turn to The Holderness Family. The holiday initiative makes use of the recently-launched Collections feature on Marketplace. (YouTube rolled out a similar product last year.)

The curated hub can be found by searching “Holiday Shop” within the Marketplace tab. “Facebook is continuing to boldly celebrate how we connect people this holiday season,” reads a blog post. “Discover something truly special on the Facebook Marketplace Holiday Shop — where every gift tells a story and every connection goes a long way.”

Ever since Mark Zuckerberg pledged to return to the spirit of “OG Facebook,” Marketplace has played an increased role in the platform’s overall strategy. Though the ecommerce hub only launched in 2016

, more than a decade after Facebook’s debut, it has been celebrated for its screaming deals, eclectic interactions, and outsized cultural impact.

Facebook promoted Marketplace earlier this year, when staffers crossed the country in an Airstream van to highlight local vendors and commune with shoppers IRL. Now, as platforms like Pinterest look to siphon off some of Facebook’s share of the secondhand shopping market, Meta is sprucing up Marketplace to serve holiday season needs.

One question worth asking is “why now?” TikTok Shop just blew away expectations during the weekend that began on Black Friday, but the Facebook Marketplace Holiday Shop is only being announced now, after the conclusion of Cyber Monday. It may seem like curious timing, but there’s some sense to it. Speaking from personal experience, Facebook Marketplace is the haven of last-second shoppers. Many people out there still need to cross off wish list items, and Marketplace is making it easier to accomplish that task in a cost-efficient manner.