Lots of businesses can host events, IRL and online - a brick-and-mortar shop can host a sale or a meetup, an online business can host a webinar or a conference - in fact it's tough for me to think of a business that, by nature, could not host any type of event.

Whether it makes sense for them to advertise on Facebook - that'll be up to them to test, but events are a pretty tried and true marketing technique.