With the holiday shopping season just around the corner, Flipboard today announced a new feature that’s likely to attract attention. Users can now discover, collect and purchase products through shoppable magazines on Flipboard, which are called catalogs. E-commerce brands can create their own catalogs and sell products on Flipboard, whereas the average user too can create a catalog through the updated “flip.it” bookmarklet for web browsers. At launch, retailers such as Birchbox, ModCloth, Levi’s, Etsy, Banana Republic and more are debuting their catalogs.

Through the updated bookmarklet, users can add items from almost any retail site on the internet to their catalog. Most of these products will display a price when they’re flipped into the user’s magazine, thus automatically indicating to readers that the catalog contains shoppable items. Users can also mix items with photos, videos, audio from SoundCloud and articles. Flipboard has added a new Shopping category in the Content Guide which includes 10 magazines curated by the Flipboard team, shoppable magazines from launch partners and “celebrity curators” like star chef Daniel Boulud, actress Alyssa Milano and singer Sara Evans. Furthermore, Flipboard will continue to feature great shoppable magazines throughout the holiday season, and even after the holiday shopping frenzy has passed.

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