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.
Our 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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Cuisinart Air Fryer Toaster Oven with Grill
This air fryer toaster oven does it all: bake, broil, toast, warm, grill and more.
$219.99
Target
Lillusory Lightweight Cardigan Sweater
A cozy, flattering cardigan for layering in any occasions.
$19.99
$42.99
Amazon
Tarte Shape Tape Creamy Concealer
An iconic concealer loved for its natural matte finish and full coverage.
$32.00
Amazon
Sam's Club Membership (1 Year)
A Sam's Club membership offers extra savings, Sam's Cash and more.
$15.00
$50.00
Sam's Club
Clinique Almost Lipstick in Black Honey
This lipstick is a bestseller with its flattering shade.
$25.00
Amazon
$25.00
Ulta
$25.00
Nordstrom
Michael Kors Jet Set Crossbody Handbag
The coated canvas exterior and polyester lining makes this bag extra durable.
$49.00
$328.00
Walmart
Grapent Capri High Waisted Jeans
Versatile, trendy pants to be stylish and comfortable for summer fun.
$37.99
Amazon
Color Wow Style On Steroids Texturizing Spray
The product that protects any style, adding long-lasting volume and texture.
$32.00
Amazon
Wet & Forget Shower Cleaner Spray
Spray to remove build-up in showers and bathrooms, no scrubbing needed.
$19.99
Amazon
Astercook 14-Piece Kitchen Knife Set
Made of carbon stainless steel with a nonstick coating for premium slicing.
$39.99
$199.99
Walmart
JBL Live 670NC Wireless Headphones
Audio with virtual surround sound, noise cancellation and long-lasting battery.
$129.95
Amazon
Bali Comfort Revolution Wireless Bra
This bra features light padding to provide a smooth and comfortable fit.
$24.99
$50.00
Amazon
Cascade Platinum Dishwasher Pods (71 count)
These dishwasher detergent pods have a pleasant lemon scent.
$22.94
Amazon
Cate & Chloe Lauren 18k White Gold Plated
These hoop earrings are great for everyday wear or a formal evening attire.
$16.99
$130.00
Walmart
Kate Spade Morgan Magnetic Phone Wallet
A luxurious and secure magnetic attachment that is stylishly organized.
$40.00
Amazon
Energizer AA and AAA Batteries (48 Count)
Said to have 12 years of shelf life, this set includes 24 AAA and 24 AA batteries.
$32.86
$38.98
Amazon
Pura D'Or Original Anti-Thinning Shampoo
A botanical blend of biotin, argan oil, pumpkin seed and more to treat thinning hair.
$29.99
$39.99
Amazon
Cushionaire Entry Ankle Wrap Footbed Sandal
These black strappy sandals will be incredibly versatile with your summer wardrobe.
$35.09
$64.99
Target
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.
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
Stay up to date with all things Shop by subscribing to our Stuff We Love newsletter. You will receive the best of Shop TODAY straight to your inbox daily! Plus, for even more news, reviews and exclusive deals, be sure to sign up for our SMS messages by texting the word TODAY to 34318 and following the prompts.
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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.
