Everything you need to know about Shop TODAY

Welcome to Shop TODAY, the section of TODAY.com that helps 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 much more. Launching in 2017, our coverage currently reaches over three million daily TODAY viewers as well as 60 million unique monthly visitors.

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.

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 so much more. We regularly log product feedback (including likes, dislikes and whether we’d recommend to readers and viewers) and regularly incorporate into digital, broadcast, social and other coverage.

We also make product recommendations based on expert feedback from source interviews and internal product pitches for broadcast segments.

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 the Shop TODAY team uses on a regular basis. We also consider factors like a high average rating (of over four stars), the amount of 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.

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.

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 certain beauty and lifestyle/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.

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.

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.

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.

If you have any questions, comments or additional feedback to share with our editors, please visit TODAY.com’s Contact Us page here.