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Everything you need to know about Shop TODAY

Welcome to Shop TODAY!

Welcome to Shop TODAY!

We are the section of that covers all things shopping, from expert-approved recommendations to online deals and sales, your favorite TODAY segments and streaming shows, gift guides for everyone in your life and much more.

As shopping enthusiasts, we seek out what’s new and great in style, beauty, home, tech and more to empower our audience to find products that will make their lives rewarding, easier and more fun.

The Shop TODAY editors and writers search the internet to find the best products out there. We often interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers.

How it works

As an editorial team, we independently create content and determine coverage based on research, reporting and what we think readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.

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.

Lastly, we will always let you know why we are featuring a product – whether it was featured on the show, going viral on social media, expert-recommended or hand-picked by our team.

Has your product been featured?

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. We may license our logo to brands or products that were bestsellers, editors’ picks or otherwise seen on Shop TODAY. Click here if you're interested in licensing you inclusion in Shop TODAY content or learn more from our licensing partner, Wrights Media.

Meet the Shop TODAY team

Adrianna Barrionuevo Brach, Editorial Director

Adrianna is a former beauty and style editor who began her writing career at Lucky, a magazine about shopping. The south Florida native has been creating shoppable content for over a decade and has been to almost every sample sale in New York City. You can catch her on TODAY and Shop All Day, where she shares the hottest new products and bestselling finds to shop for right now.

Alexandra Deabler, Deputy Editorial Director

Alexandra began her editorial career in 2013. Since then, she has worked as a travel writer and lifestyle editor for several print and digital brands. Now, if she isn’t out hunting for the best scone (or cappuccino) in New York City, the California native is typically found searching for deals on eclectic kitchen goods and trying to keep her finger on the latest trends.

Jess Bender, Senior SEO Editor

Jess, Shop TODAY’s Senior SEO Editor, has gravitated towards good deals since she was a child when her and her brother would play hide-and-seek in the sales rack while their mom ran errands. Nowadays, she spends her time sampling coffee and spices from independent brands, browsing her favorite bookstores for a good read, and researching the hottest trends for editorial.

Kate McCarthy, Senior Social Editor

Kate is the Senior Social Media Editor at Shop TODAY. She has been in digital publishing since 2018, and has had her work appear in outlets such as USA Today, Soul Cycle, HelloGiggles, and HerCampus. When she isn't creating content or writing about products she loves, you can find her running, skiing, or reading a good book.

Francesca Cocchi, Branded Commerce Editor

Francesca manages paid content for Shop TODAY. She is a former editor at Food Network Magazine and The Pioneer Woman Magazine with more than four years of print and digital publishing experience. A proud Jersey Shore native, Francesca currently lives in Hoboken, where she enjoys hanging at the dog park with her golden retriever, reading, Sunday baking, and taking long walks through Trader Joe’s.

Jannely Espinal, SEO Commerce Writer

Jannely is a trend detective tracking the latest shopping news and cultural shifts. On busy days, she can be found interviewing experts across different industries while sipping a matcha latte. Outside her writing duties, the Florida native loves frequenting book shops to collect new fashion reads, playing with her camera and exploring unique hidden gems around NYC.

Kara Quill, Social Associate Editor

Kara is an Associate Social Editor. When she's not scouring the vintage shops for great deals, you can find her reading the next book on her ridiculously long list. She focuses on social storytelling and is always searching for the best trends and new products to bring to TODAY readers. You can follow the team on Facebook, Instagram, Twitter and Pinterest.

Danielle Murphy, Associate Editor

Danielle, an Associate Commerce Editor for Shop TODAY, got her start in the entertainment industry in 2013, until shifting to writing and editing full-time a few years later. When the New Jersey native isn’t reading a hardcore fantasy book or eating her favorite BEC sandwich, you can find her scouring the internet for trending products and killer deals.

Emma Stessman, Associate Editor

Emma is an Associate Editor. Her mom taught her how to scour a sale rack at an early age and she has been obsessed with finding deals ever since. When she is not scrolling for items to add to her wish list, you can find her testing new wellness products, curling up with a book or planning her next weekend getaway.

Fran Sales, Associate SEO Editor

Fran is an Associate Editor for Shop TODAY. Her first editorial gig was a five-year stint at an IT media outlet, after which she took time off to go to drama school. She has returned to editing since, having worked on commerce for sites like The Spruce Eats, Simply Recipes and Outside of editing, you’ll find Fran accumulating nonfiction books, learning two-player board games and updating her list of docs, comedy specials and HBO drama series.

Jillian Ortiz, Editorial Assistant

Jillian is an Editorial Assistant at Shop TODAY. Growing up she loved shopping, especially since it likely wasn’t on her own dime. Now, she scours reviews and learns from experts about what products are actually worth purchasing, and gets to share that with readers. When she’s not writing, she can be found with her headphones in perusing clearance racks, traveling or paying too much money for coffee.

Kamari Stewart, Editorial Assistant

Kamari is an Editorial Assistant for SEO. After interning with the Shop TODAY team in college, she spent a year working as a Production Coordinator for the Quibi team at NBC News, before returning to TODAY. Known amongst her friends and family for finding the best deals, she's always on the hunt for the next best sale. When she's not doing that, you can usually find her reading.

Daniella Musacchio, Editorial Assistant

Daniella is a Social Commerce Editorial Assistant and former NBCU Page. As a New York City native, she loves exploring the city’s best hidden gems and doesn’t mind a little retail therapy. When she’s not scrolling through TikTok in search of the latest trends, you can find her curled up with her Yorkie and a book, binge-watching the latest TV shows or testing out vegetarian recipes.

Shannon Garlin, Editorial Assistant


Shannon is an Editorial Assistant for Shop TODAY. Growing up she found her love for fashion and beauty by flipping through Vogue. Before joining TODAY, she performed with Disney and worked at various digital brands. When she’s not talking everyone’s ear off about the latest skin care products, the South Florida native can be found scrolling for trends on her favorite celebrity Instagram accounts, re-watching her favorite movies or planning her next adventure.

Sierra Hoeger, Editorial Assistant

Sierra is joined the team as an Editorial Assistant. An avid shopper, she loves a good sale when she sees one, but also has a hard time passing up a splurge purchase. When she's not updating stories or writing evergreen content for Shop TODAY, the Iowa native can be found supporting local New York coffeeshops, hammocking at the park, or reading.

Audrey Ekman, Market Assistant


As a Market Assistant at Shop TODAY, Audrey channels her lifelong love of shopping into discovering up-and-coming brands and hunting killer deals. A Minnesota native and new New Yorker, she's currently making her way through NYC's vintage shops and cocktail lounges, planning her next trip, and capturing her escapades on film. Previously, she interned for Office Magazine and fashion designer Susan Alexandra.

Andrew Ward, Art Director, Commerce

Andrew Richard is the Art Director for Shop TODAY as well as CNBC Money and Select by NBC. Prior to joining the team, he worked at BuzzFeed, Omio and Tommy John. When he's not surrounded by a pile of sticky notes, you can find him learning languages, in the gym, hiking, baking or planning his next travel adventure.

Becca Delman, Photo Editor

Becca is the Commerce Photo Editor on the Shop TODAY and NBC Select team. Prior to joining the team, she worked in publishing and e-commerce. When she is not sourcing or creating imagery, she can be found on her Peloton, hanging with her dog, drinking coffee and searching for the best pizza in New York City.

Kara Birnbaum, Commerce Photographer

Kara is the Commerce Photographer for Shop TODAY and NBC Select. She has been with the TODAY team since 2019. Prior to working for NBC Kara worked at Refinery 29. She currently lives in Brooklyn with her cat Sammy and her hobbies include cooking, sailing, and reading.

Vivian Le, Junior Designer

Vivian is a Junior Designer for Shop TODAY and NBC Select. Before joining TODAY, she freelanced as a photojournalist and had a brief stint in branding. When she isn’t whipping up designs, you can find her at her local theater catching the latest films or deep in the racks at vintage clothing stores. At home, she usually has her nose stuck in a book or is cooking dinner for friends.