Welcome to Shop TODAY, your trusted destination to help you find the products that are well worth spending your money on. We cover all things shopping, from expert-approved recommendations to online deals and sales, your favorite TODAY segments, gift guides for everyone in your life, thorough reviews on your favorite products and so much more. Launching in 2017, our coverage currently reaches over three million daily TODAY viewers as well as 60 million unique monthly visitors.
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Award-Winning Stocking StuffersOur mission statement
As shopping enthusiasts and value seekers, we seek out what’s new and great in style, beauty, home, tech and more with an emphasis on affordability to make our audience’s aspirations more accessible. Ultimately, we aim to empower our audience to find products that will make their lives rewarding, easier and more fun.
Our methodology
Shop TODAY is editorially independent and our team of editors and writers work hard to pick the best products to share with our readers and viewers.
For product testing, our team of editors and writers are incorporating items into their everyday lives: logging thousands of steps in walking sneakers during daily commutes, taking travel essentials across the country — and sometimes overseas — to determine durability and user satisfaction, taking setting sprays to the brink through strenuous workouts and more. We regularly log product feedback (including likes, dislikes and whether we’d recommend to readers and viewers) and incorporate our findings into digital, broadcast, social, franchises liked Ranked and Shop TODAY Awards and other coverage areas.
We also make product recommendations based on expert feedback from source interviews and internal product pitches for broadcast segments.
Deals and sales
We comprehensively comb through thousands of products during major sales holidays like Amazon Prime Day, Black Friday and Cyber Monday to determine the absolute best deals. When choosing products, we identify expert recommendations from previous reporting on Shop TODAY, staff-tested award winners and tried-and-true staples our team uses on a regular basis. We also consider factors like a high average rating (of over four stars), verified shopper ratings and specific user feedback. To verify whether deals are worth shopping or at their lowest price ever, we compare prices with trackers like CamelCamelCamel.
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Ms. Rachel Official Speak & Sing Doll
Ms. Rachel toys sold out early last year — snag one now.
$15.99
$21.99
Amazon
Elizabeth Arden Lip Protectant Stick, SPF 15
This lip balm with SPF boasts a moisturizing formula.
$26.60
$38.00
Amazon
Women's High-Rise Fleece Lined Winter Leggings
Keep warm on errand runs with these leggings.
$35.00
Target
Lifepro Voice-Controlled Vibration Plate
Vibration plates can enhance your workout, per experts.
$110.49
$169.99
Amazon
Airkit RFID Blocking Leather Credit Card Holder
Stuff their stockings with this useful accessory.
$7.99
$12.99
Amazon
IT Cosmetics CC+ Cream Natural Matte
Shade match this winter with this editor-loved pick.
$39.95
$47.00
Amazon
Hanna Andersson Holiday Pajama Pants
Dress the whole family in these stylish sets.
$34.50
$69.00
Hanna Andersson
Crest 3D Whitestrips (22 Count Pack)
Give your pearly whites a refresh with these strips.
$45.10
Amazon
Sam's Club Membership (1 Year)
A Sam's Club membership offers extra savings, Sam's Cash and more.
$25.00
$50.00
Sam's Club
Charmast Portable Charger with Built in Cables
You’ll never run out of battery on the go with this charger.
$29.99
$39.99
Amazon
Medicube Zero Pore Pads 2.0
These K-beauty pore pads have been going viral, with more than 10 million sold worldwide.
$18.90
$31.00
Amazon
Thrive Infinity Waterproof Eyeshadow Stick
This eyeshadow stick is a quick and easy way to add shimmer onto eyelids that is long-lasting and low effort.
$15.00
$30.00
Thrive Causemetics
Cate & Chloe 18k White Gold Hoop Earrings
Dress up any look with these chic hoops.
$13.99
$115.00
Walmart
Real Techniques 5 Piece Makeup Brush Set
Perfect your makeup looks with this new set.
$16.90
$22.98
Amazon
Apple AirTag
Perfect to stick on your wallet, luggage or keychain.
$24.00
$29.00
Amazon
$24.00
$29.00
Walmart
DragonTouch WiFi Digital Picture Frame
Send photos straight to this frame within the compatible smartphone app.
$49.99
$69.99
Dragon Touch
Oral-B Genius X Rechargeable Electric Toothbrush
Track your brushing habits with this smart toothbrush.
$134.95
$199.99
Amazon
Medix 5.5 Retinol + Ferulic Acid Body Cream
This body cream will moisturize the look of wrinkles and fine lines away.
$15.99
$19.99
Amazon
Editorial guidelines
Our commitment to diversity
We consistently review new product launches from a range of retailers and small businesses — including those that are women-, black-, indigenous- and queer-owned — to find the best finds available to meet the needs of our readers.
How we ensure accuracy
Our reporters interview a range of qualified sources and experts to capture a wide scope of perspectives on a given topic. Before publishing, our editors cross-check previous coverage as well as clinical research and peer-reviewed studies for accuracy and up-to-date information for beauty, lifestyle, wellness and fitness coverage.
Pricing, imagery and product details are accurate at the time of publication. If we discover an error or a significant product update (i.e. recall) after publication, we update our reporting with an editor’s note.
How we operate
We have affiliate relationships with retailers. This means when you click a link to shop from our articles, we may receive a commission if you decide to purchase anything from our links to that retailer. If you return the items for any reason, we make nothing. This affiliate relationship does not impact our editorial decision to feature a product.
The articles on Shop TODAY are editorially independent. If we have a paid relationship with a brand, however, we will be sure to let you know with the following labels:
- Sponsored by: an advertiser funds the content in whole or in part and the Shop TODAY editorial team independently creates content that may include products that are sold by the advertiser. The advertiser does not review or approve the content.
- Paid content: an advertiser pays Shop TODAY to create content about their brand. The advertiser may provide a list of products to review, but the Shop TODAY editorial team independently selects the products featured and recommended. The advertiser does not review or approve the content.
- Promoted by: an advertiser pays Shop TODAY to amplify the content after it was independently created by the Shop TODAY editorial team. The advertiser does not review or approve the content.
Our team
Shop TODAY consists of seasoned editors and reporters from a vast range of cultural and professional backgrounds. Each member of the team has several years of experience writing, researching and testing products in their respective coverage areas, and they utilize their knowledge to drive their recommendations to our reader base.
Learn more about our editorial staff here.
Stay updated
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Contact us
If you have any questions, comments or additional feedback to share with our editors, please visit TODAY.com’s Contact Us page here.
