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.
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Award-Winning Stocking StuffersOur 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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Shop TODAY Savings
Electric Salt and Pepper Grinder Set
These rechargeable electric salt and pepper grinders do all the hard work for you.
$21.84
$33.98
Amazon
Dinos, Dragons, Diggers, and Dogs Mini Coloring Book
With 50 pages to complete, this coloring book is great for kids.
$8.50
A Brighter Year
Apple AirTag (4 Pack)
AirTags pair with your iPhone and help you locate anything instantly.
$64.99
$99.00
Amazon
Laura Geller Spackle Primer SPF 30
No makeup routine is complete without a primer.
$26.60
$38.00
Laura Geller
L'Oreal Paris Anti-Aging Face Moisturizer
This one-and-done moisturizer is a skin care routine in a single step.
$21.25
$29.99
Amazon
PrimeLash Mascara
This mascara is specifically formulated for women over 50, per the brand.
$28.00
Amazon
Birdfy Smart Bird Feeder Camera
This feeder helps you recognize up to 6,000 breeds of birds that stop by.
$144.98
$149.99
Chewy
$134.30
$149.99
Wayfair
$149.99
Best Buy
Sam's Club Membership (1 Year)
A Sam's Club membership offers extra savings, Sam's Cash and more.
$25.00
$50.00
Sam's Club
Smith's CCKS 2-Step Knife Sharpener
An expert we spoke with recommends sharpening your knives every week.
$5.99
$6.99
Amazon
DragonTouch WiFi Touch Screen Digital Picture Frame
Send photos straight to this frame within the compatible smartphone app.
$49.99
$69.99
Dragon Touch
Rechargeable Fabric Shaver
With only one setting, this fabric shaver couldn’t be easier to use.
$12.49
$19.99
Amazon
Nécessaire The Hand Cream
When it comes to anti-aging skin care, don’t skip your hands!
$28.00
Amazon
$2,865.00
Nécessaire
Uncommon Goods Personalized Family Mug
These mugs can portray each member of your family.
$32.00
UncommonGoods
Thrive Infinity Waterproof Eyeshadow Stick
This eyeshadow stick is a quick and easy way to add shimmer onto eyelids that is long-lasting and low effort.
$15.00
$30.00
Thrive Causemetics
The Ordinary Multi-Peptide Lash and Brow Serum
With consistent use, this 2-in-1 peptide serum can help promote brow and lash growth.
$14.90
Amazon
$14.90
The Ordinary
Cold Iron Wrinkle Release Spray
Your clothes will be free of any creases or lines with a simple spritz of this spray.
$20.89
Amazon
L.L Bean Everyday Lightweight Tote
Crafted out of a durable and dependable nylon, we love this trendy bag.
$16.95
L.L.Bean
Uniqlo Round Mini Shoulder Bag
This Uniqlo mini shoulder bag was a fan favorite for our recent TODAY Fan Fest.
$24.90
Uniqlo
Clinique Almost Lipstick in Black Honey
This lipstick is a brand bestseller with its universally flattering shade.
$25.00
Amazon
$25.00
Ulta
$25.00
Nordstrom
Laura Geller Baked Color Correcting Foundation
This foundation gives you the easy application of a powder with the benefits of a cream.
$17.10
$37.00
Amazon
$19.99
$38.00
Laura Geller
Auvon Plug-in LED Backlit Night Light (2 Pack)
This night light will automatically turn on at night off during the day.
$13.99
$15.99
Amazon
Jurassic World Interactive Dinosaur & Egg Toy
Kids will love this fun interactive dino toy.
$59.00
$65.99
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.
- 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.
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
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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.