Photos via Rich_Rare and ShallowSeas Twitters

About an hour ago an alert came over the newswire that there was a fire at Macy's in Herald Square, which noted it was "2nd alarm due to the amount of people in the shop." One holiday shopper Twittered amidst the action, saying, "I come all the way down here and Macy's is on fire... no lie, shit is flaming." NY1 reports that shoppers were evacuated, and the fire was on an escalator between the third and fourth floors. The fire has now been extinguished and no injuries have been reported.