Welcome to Shop TODAY!
We are the section of TODAY.com that covers all things shopping, from expert-approved recommendations to online deals and sales, your favorite TODAY segments, gift guides for everyone in your life and much more.
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 TODAY.com 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.
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.
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 writing and editing shoppable content for over a decade and has been to almost every sample sale in New York City. When she’s not browsing online sales for home décor, or deals on fashion, she’s probably testing out new skin care and hair products.
Alexandra Deabler, Editor
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, SEO Editor
Jess, Shop TODAY’s 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.
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.
Alicia Tan, Associate Editor
Alicia’s first foray into digital journalism was at Mashable, where she wrote about consumer gadgets and the intersection of tech and lifestyle. She took a five-year break from media and worked in book publishing before joining the Shop TODAY team. As an associate editor, she focuses on shoppable broadcast content featured on TODAY. Off the clock, this Texan is eating hot Cheetos, bidding on one-of-a-kind items on Instagram thrift stores or buying too many books.
Emma Stressman, Editorial Assistant
Emma is an Editorial Assistant. 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.
Cassidy McKenna, Production Coordinator
Cassidy is a Production Coordinator for Shop TODAY. Previously an NBCU Page, she has spent over a year working in the entertainment industry and garnered a knack for finding fun, unique buys. Outside of work, you might find Cassidy taking a dance class or tracking down the best eats in NYC.
Sunah Syed, Production Coordinator
Sunah is a Production Coordinator at Shop TODAY and an alma mater of NYU. You can almost always find her searching for the newest and coolest pet products and testing them out with the help of her two cats (and coworkers, of course). When she’s taking a break from that, you’ll likely find her planning a solo trip somewhere on a different continent or crossing things off of her bucket list.
Jillian Ortiz, Editorial Intern
Jillian is an editorial intern 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.
Bridget Conway, Editorial Intern
Bridget is a commerce intern at Shop TODAY and a Master’s student at Fordham university. She loves keeping up with the latest fashion and skincare trends and is always looking to find the best deals. You can usually find her wandering around the streets of New York, on the lookout for new styles and products.