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.
Lillusory Lightweight Cardigan Sweater
A cozy, flattering cardigan for layering in any occasions.
$14.24
$36.99
Amazon
Shop TODAY Savings
Add this extension to your Chrome browser and save at 40,000 retailers.
$0.00
Shop TODAY Savings
Heathyoga Leggings with Pockets
These compression leggings are high-waisted and have pockets.
$19.99
$24.99
Amazon
Sam's Club Membership (1 Year)
A Sam's Club membership offers extra savings, Sam's Cash and more.
$60.00
Sam's Club
Dr. Brandt Wrinkle Release Serum
The brand likens this to “Botox in a bottle.”
$68.00
Dr. Brandt
$68.00
Ulta
Dr.Reju-All Advanced PDRN Lip Serum
Gently exfoliate and hydrate your lips with this serum.
$13.90
Amazon
$13.90
Ulta
Smartdevil Tempered Glass for iPhone (2 Pack)
No more sidelong snooping! This screen protector provides privacy from unwanted glances
$13.10
$18.99
Amazon
Marc Jacobs Beauty Waterproof Gel Eyeliner
This long-lasting liner boasts tug-free glide and is easy to blend.
$26.00
Sephora
Clorox Pro Screen+ Sanitizing Wipes
These disinfecting wipes are gentle enough for electronics and sensitive surfaces.
$7.99
Amazon
Olay Regenerist Face & Neck Lifting Treatment
This roller is ideal for targeting the jawline, neck and décolleté.
$34.94
Amazon
The Inkey List Bio-Active Ceramide Neck Stick
This skincare stick lifts and firms skin on the jawline and neck.
$11.90
$17.00
Amazon
$11.90
$17.00
Ulta
L'Oréal Paris Elvive Wonder Water
This formula works its magic in just eight seconds.
$10.97
$11.99
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.
