In our celebrity-obsessed culture, it’s hard to believe that anything could be more popular on Twitter or Facebook or any other social media outlet. But it’s true. According to a recent study by WSL/Strategic Retail, there are things more popular than celebrities—things like Neiman Marcus and other retailers/brands. With more followers on Twitter and more likes on Facebook, these are the social media giants. According to the study, almost two-thirds of Facebook users who “Like” different social media pages follow brands and retailers, while only about half follow celebrities and TV shows.

So why do we choose to like our favorite brand as opposed to liking our favorite celebrity? It’s because of what we get for liking the brand. While liking a celebrity page or following a celebrity on Twitter will blow up your news feed with the selfies, rants, and useless thoughts of the rich and the famous, liking a brand or a retailer will get you deals. The Facebook pages and Twitter accounts of brands and retailers, like Kate Spade or Bloomingdales, blow up your newsfeed with secret sales and last minute discounts.

The survey does say, however, that being aware of these brands doesn’t necessarily lead to sales. “Only 25% of all users go to their Social Networks for information about something they want to buy,” said Wendy Liebmann, CEO of WSL/Strategic Retail. But the fact of the matter is that when it comes to shopping, knowledge is power, and following these brands and retailers on different social media outlets gives us that power. Whether we want to know how to put together an outfit via Pinterest or who’s having a sale at what time via Twitter…Brands and Retailers are more important to us. Sorry, Bieber, we just like Berdorfs more than you.