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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Sam's Club Membership (1 Year)
A Sam's Club membership offers extra savings, Sam's Cash and more.
$60.00
Sam's Club
Shark Ninja Build Your Own Crispi Pro Glass Air Fryer
Use promo code TODAY for 30% off at checkout through 10/22.
$230.99
$329.99
SharkNinja
Brooks Glycerin Flex
These sneakers are a great, responsive option for runners.
$129.95
$170.00
Brooks Running
$129.95
$169.95
Zappos
$129.95
$169.95
Amazon
Catrice Under Eye Brightener Setting Powder
Winner: Best overall setting powder
$6.00
Amazon
$6.00
Catrice Cosmetics
Magic Jellykins Surprise Plush Blind Box
Winner: Best Surprise-and-Delight
$9.99
$12.99
Amazon
$9.99
Target
$12.99
Walmart
Crest 3D Whitestrips (22 Count Pack)
Give your pearly whites a refresh with these strips.
$34.99
$45.99
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.
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