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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Kitsch Rice Water Shampoo & Conditioner Set
This set provides 20% more volume for fine, thin and damaged hair, per the brand.
$20.16
$28.00
Kitsch
GripStic Bag Clips (12 Pack)
To use these clips, simply fold the bag over once and slide a Gripstic across the bag.
$24.95
Amazon
Greatest Chocolates of the World Set
No passport required to explore sweets from around the world with this gift set.
$25.00
UncommonGoods
Embryolisse Lait-Crème Concentré Face Cream and Makeup Primer
This French beauty staple doubles as a moisturizer and a makeup primer.
$19.00
Amazon
$19.00
Revolve
SneakErasers Instant Sole and Sneaker Cleaner
These shoe erasers are specifically designed to restore smooth white soles.
$11.99
Amazon
Revlon ColorStay Waterproof Eyebrow Pencil
This eyebrow pencil resists smudging and fading for up to 24 hours, per the brand.
$8.97
Amazon
Brazil Edition Restorative Peptide Hair Mask
Get deep repair in just two minutes with this mask.
$38.00
Amazon
Sally Hansen Vitamin E Nail and Cuticle Oil
Smooth, healthy-looking nails may be just a few swipes of this mess-free nail care pen away.
$6.74
$7.49
Amazon
Tiny Tags 14K Gold Plated Valentines Heart Necklace
Wear alone or layer with your favorite necklace sets.
$21.25
$25.00
Target
DetarZinLED Wall Sconces (2 Pack)
These wood sconces add some lighting wherever you need it.
$37.99
Amazon
Intelligent Change Get Closer Conversation Cards
Because communication strengthens a relationship, even when it is fun.
$31.99
Amazon
Le Creuset Mini Cocotte with Heart Knob
Use this cocotte for baking cobblers, pot pies and more.
$31.95
Amazon
Bounce Instant Anti Static Spray (Pack of 2)
Combat static, wrinkles and odor with each spray.
$11.36
$13.38
Amazon
Today Loves Food Cookbook
Ever wonder what your favorite TODAY show host cooks at home?
$17.50
$35.00
Amazon
$35.00
Barnes and Noble
Dash x Sweethearts Mini Waffle Maker
Make their mornings extra special with this heart-shaped waffle maker.
$9.99
Target
Scopck Stitch Gun for Clothes
Quickly place a stitch precisely where you need it with this stylist-approved trick.
$14.99
$29.99
Amazon
Oura Ring 4 Charging Case
Never run out of power with this portable charging case.
$99.00
Target
$99.00
Amazon
Aroma 20-Cup Smart Carb Rice Cooker
Reduce starch with the low-carb setting on this rice maker.
$59.99
Walmart
Ceryvop Button Pins for Loose Jeans (Pack of 12)
Instantly fix gapping waistbands with this jeans hack.
$6.59
Amazon
Titanium Cutting Board
This durable, dual-sided board that doesn't absorb odors or flavors, per the brand.
$29.99
$49.99
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.
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.
Has your product been featured?
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 your inclusion in Shop TODAY content or learn more from our licensing partner, Wright’s Media.
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.
The Flat Lay Co. Flat Lay Makeup Bag
The Flat Lay Co. Flat Lay Makeup Bag