Inside a historic aircraft hangar in Playa Vista, crowds of people gathered on Thursday to browse the latest fashions from handbags to clothing and shoes as they prepared for the holiday shopping season.
These weren’t shoppers or retailer buyers browsing for the latest products. Instead, they were YouTube video creators who were being courted by brands from Lowe’s to Shark Beauty to encourage online audiences to buy their products.
Aaron Ramirez, a 22-year-old influencer who focuses on men’s fashion and lifestyle, stood in front of racks of carefully curated shelves of backpacks as he decided which items he would endorse for his 234,000 YouTube subscribers.
“I can make a video about anything that improves my quality of life and add a link to it,” said Ramirez. “I only recommend products that I really use and really like.”
The San Diego resident was among about 300 creators participating in YouTube’s annual benefit for creators dubbed “Holiday House” that helps internet personalities get ready to sell goods during the busy holiday shopping season.
The event — held at the cavernous converted Google offices that once housed Howard Hughes’ famous Spruce Goose plane — underscores YouTube’s desire to be a bigger player in online shopping by leveraging its relationship with creators to promote products in much the same way that rival TikTok does.
In August, YouTube introduced new tools to help its creators better promote products they plug in their videos. One feature uses AI to identify the optimal place on the screen to put a shopping link when an influencer mentions a product. If a customer clicks on that link and makes a purchase, the creator gets a commission.
Brands that were once skeptical about influencers have embraced them over time as sales-tracking tools have improved and the fan base of video creators has mushroomed.
“It’s like the people that you saw on television and before that the people that you listened to on radio who became the trusted personalities in your life,” Earnest Pettie, a trends insight lead at YouTube, said in an interview. “Oprah’s Favorite Things was a phenomenon because of how trusted Oprah was, so it really is that same phenomenon, just diffused across the creator ecosystem.”
Despite economic uncertainty and tariffs imposed by the Trump administration, shoppers in the U.S. are expected to spend $253.4 billion online this holiday season, up 5.3% from a year ago, according to data firm Adobe Analytics.
Social media platforms have helped drive some of that growth. The market share of online revenue in purchases guided by social media affiliates and partners, including influencers, is expected to grow 14%, according to Adobe Analytics.
Cost-conscious consumers are doing more research on how they spend their money, including watching influencer recommendations. In fact, nearly 60% of 14- to 24-year-olds who go online say their personal style have been influenced by content they’ve seen on the internet, according to YouTube.
“It’s more about discovery, understanding where the best deals are, where the best options are,” said Vivek Pandya, director at Adobe Digital Insights. “Many of these users are getting that guidance from their influencers.”
YouTube is one of the top streaming platforms, harnessing 13.1% of viewing time in August on U.S. TV sets, more than rivals Netflix and Amazon Prime Video, according to Nielsen. And shopping-related videos are especially popular among its viewers, with more than 35 billion hours watched each year, according to YouTube.
With YouTube’s shopping feature, viewers can see products, add them to a cart and make purchases directly from the video they’re watching.
Promoting and enabling one-click e-commerce from video has been huge in China, triggering a wave across Asia and the world of livestreaming and recorded shopping videos. Live commerce, also known as live shopping or livestreaming e-commerce, is a potent mix of streaming, chatting and shopping.
The temptation to shop is turbocharged with algorithms like that of TikTok Shop, enticing people to try more channels and products.
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1.YouTube content creators Diana Extein, left, and Candice Waltrip, right, film clothing try-ons during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday, Oct. 16, 2025 in Playa Vista, CA.2.YouTube content creator Peja Anne, 15, makes a video with beauty products as her mom Kristin Roeder films during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday, Oct. 16, 2025 in Playa Vista, CA.
A YouTube content creator who declined to give her name browses YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif.
YouTube content creator Cheraye Lewis’ channel focuses on lifestyle and fragrance, and a brand deal with Fenty Beauty helped launch her content to larger audiences.
More than 500,000 video creators as of July have signed up to be a part of YouTube Shopping, the company said.
Creators who promote products can make money through ads and brand deals, as well as commissions.
YouTube already shares advertising and subscription revenue with its creators and currently does not take a cut from its shopping tools, said Travis Katz, YouTube Shopping vice president.
“For us, it’s really about connecting the dots,” Katz said. “At YouTube we are first and foremost very focused on, how do we make sure that our creators are successful? This gives a new way for creators to monetize.”
Companies like Austin-based BK Beauty, which was founded by YouTube creator Lisa J, said YouTubers have helped drive sales for their products.
“They’ve built these long-term audiences,” said Sophia Monetti, BK Beauty’s senior manager of social commerce and influencer marketing. “A lot of these creators have established channels. They’ve been around for a decade and have just a really engaged community.”
To be sure, YouTube faces a formidable rival in TikTok, which is a leader in the live shopping space (its parent company, Byte Dance, is being sold to an American investor group so that the hugely popular app can keep operating in the U.S.).
Two years ago, the social video company launched TikTok Shop, working with creators and brands on live shopping shows that encourage viewers to buy products. TikTok had 8 million hours of live shopping sessions in 2024.
YouTube says its size and technology create advantages, along with the loyalty its creators build with fans when it comes to product recommendations.
Bridget Dolan, a director of YouTube Shopping Partnerships, said “shopping has been in YouTube’s DNA from Day One” and that the company has been integrating shopping features into its viewing experience.
YouTube content creators peruse products and film content during YouTube’s Holiday House shopping event at Google Spruce Goose on Thursday in Playa Vista, Calif.
Santa Clarita-based YouTube creator Cheraye Lewis said that YouTube Shopping helped her gain traction and earn a trusting audience through quality recommendations. Lewis, who has 109,000 subscribers on YouTube, makes videos about items such as fragrances and skincare products.
Lewis has been a video creator for eight years and has worked with such companies as Rihanna’s beauty brand Fenty.
“I try to inspire women and men to feel bold and confident through the fragrances that they’re wearing,” Lewis said at the event Thursday. “I give my audience real talk, real authenticity.”
Graham Norton has finally revealed the Hollywood star he deemed to be his worst guest while hosting his BBC chat show as he describes the interview as ‘hell’
Graham Norton has revealed the worst guest he’s ever had on his show(Image: PA)
It is one of the main questions asked of TV chat show hosts and now, Graham Norton has finally revealed who has been his worst guest on The Graham Norton Show. He has welcomed huge A-listers onto his red sofa for over 18 years but not all of them have been a joy to be around.
Step forward Hollywood royalty Mark Wahlberg. The legendary actor was invited on to the BBC show back in 2013 to promote his movie Broken City. And Graham believes that the star was under the influence, making the interview “hell.”
Presenter Graham, 62, was speaking at the Henley Literary Festival last week Friday when the claim was made. In a revealing admission, he shared: “Mark Wahlberg was a weird one because when he arrived, he didn’t seem drunk.”
He added: “He told me about his film, told me a couple of stories about stunts going wrong or whatever, and then it was only 15 minutes into the show when whatever the hell was in his system really took hold – and it was hell.”
Things became so bad, Mark interrupted other guests when they were asked questions, until Mark reportedly fell asleep while actor Michael Fassbender, was in the middle of recalling an anecdote.
According to The Independent, Graham continued: “I thought, ‘this one is going well – I wonder why’ and I looked over at Mark Wahlberg and he was asleep, so yeah, we don’t encourage that.”
Earlier this month, the future of his TV show was announced and it looks as though fans of the show can breathe a sigh of relief as it has been commissioned for another three series. The 34th series is set to air next year.
Speaking of the return of his hugely popular show, the legendary presenter said of the news: “Getting to host my own chat show is a huge pleasure as well as a privilege. I’m thrilled that the BBC are allowing me to continue for another three years. The whole team is looking forward to bringing the world’s brightest stars into the homes of the great British public!”
And Head of Entertainment Kalpna Patel-Knight said: “We are thrilled that The Graham Norton Show will remain a flagship part of the BBC’s entertainment offering for another three series. Graham sets the gold standard for celebrity interviews and continues to attract the best global talent to his sofa, it’s no wonder that the show remains so beloved by our audiences.”
Graham will continue to work with So Television production company as well as the BBC. Managing Director of So Television Graham Stuart, went on to say: “We began the Norton Talk Show journey in 1998 and have never felt like stopping. So happy the BBC feel the same way.”
But it’s not just his work life that appears to be busy, so too is his home life as the TV star is currently in the middle of moving home after selling both his London and New York properties. Informing his podcast fans of the move, he said that the whole situation has left him “frazzled.”
Addressing the move on his Wanging On with Graham Norton and Maria McErlane, he said: “I’m very frazzled. We are attempting to move. We are very lucky in that we are able to move slowly, bit by bit. But the house we are moving out of, which I didn’t think had that much stuff in it.”
Tilray Brands surged after posting stronger-than-expected quarterly results and renewed optimism around U.S. cannabis reform.
Tilray Brands Inc(TLRY 21.51%) rose 22.09% to close at $2.10 after reporting better-than-expected fiscal first-quarter results. Trading volume reached 297.6 million shares, about four times its three-month average of 71 million. In intraday trading, the company reached a new 52-week high of $2.32.
The S&P 500(^GSPC -0.28%) slipped 0.28% to 6,735.11, while the Nasdaq Composite(^IXIC -0.08%) also edged lower as investors rotated toward smaller growth and speculative names.
Peers in the cannabis sector advanced alongside Tilray. Canopy Growth Corp(CGC 7.84%) gained 7.84% closing at $1.65, and SNDL Inc(SNDL 7.03%) added 7.03% closing at $2.82, both supported by stronger sentiment for U.S. cannabis policy changes.
Tilray’s earnings, released before the open, showed net revenue of $209.5 million, up 5% year-over-year, and net income of $1.5 million, reversing a prior loss. Margins narrowed slightly, but the company improved cash flow and reaffirmed its full-year profitability outlook, helping bolster confidence in its ongoing diversification strategy beyond cannabis.
Market data sourced from Google Finance and Yahoo! Finance on Thursday, Oct. 9, 2025.
Daily Stock News has no position in any of the stocks mentioned. This article was generated with GPT-5, OpenAI’s large-scale language generation model and has been reviewed by The Motley Fool’s AI quality control systems. The Motley Fool recommends SNDL and Tilray Brands. The Motley Fool has a disclosure policy.
CHILLIER temperatures are here, and autumn weather offers the perfect excuse to plan a getaway.
Whether you are chasing late-season sunshine, booking a cosy weekend in the countryside, or looking for winter escapes, this time of year is full of opportunities for a new adventure
The right travel gadgets can make or break your trip.
From transparent pricing and flexible booking to standout customer service and exclusive seasonal deals, we’ve found plenty of offers to make planning your trip a breeze.
Autumn is also prime time to find discounts and savings, with major airlines, hotels, and package operators rolling out promotions to fill seasonal gaps.
That’s where our handy Checklist comes in.
This top 10 has essential brands that will help you create a seamless, stress-free adventure, while getting the best value for money.
1pMobile
Stay connected while on holiday
Visit 1pMobile.com to order your SIM today
Whether you’re travelling near or jetting off somewhere far, 1pMobile makes staying connected abroad simple and affordable.
Customers can enjoy free roaming across 46 European countries, as well as enjoy the same low tariff on holiday as they do at home, with excellent coverage across the whole of Europe and the EEA.
With multiple roaming partner networks in each country, you will always have a reliable signal from big cities to off-grid regions.
Switch to 1pMobile to access fast 4G and 5G on the UK’s best coverage, and you can keep your existing number too.
Now, no matter where you decide to travel to, you’ll be able to stay connected with loved ones as and when you need to.
Villatravellers
Stay at some of the finest holiday homes in Sicily
Find out more and book with Villatravellers
For nearly two decades, Villatravellers has been welcoming guests to southern Italy with its exclusive collection of villas.
The company has built a reputation on offering some of the finest holiday homes in Sicily, and its portfolio now includes more than 60 properties across the island.
In 2024, Villatravellers expanded with a brand-new selection of villas in Puglia.
Each villa is carefully inspected to guarantee comfort and style, whether you are looking for a beachfront hideaway, a countryside estate, or a cosy retreat.
Villatravellers also offers a range of curated experiences, from pizza-making lessons and food tours in the busy city of Palermo to boat trips and wine tastings.
Every detail is designed to bring Sicilian and Puglian life closer to guests.
Landseer Leisure
Redefining campervan travel
Visit Landseer Leisure to learn more
Landseer Leisure is redefining campervan travel and is the place to go if you have a genuine passion for adventure.
The highlight of the new range is the 2026 Landseer Custom 2.0, built on the high-spec Ford Tourneo Custom chassis.
Designed for both daily life and long-haul exploration, it combines sleek styling with practical luxury.
Inside, you can expect off-grid power with a lithium battery system and solar integration, a premium interior with oak finishes and mood lighting, and smart tech including SYNC 4 with Apple CarPlay.
With new models joining the 2026 line-up, Landseer continues to set the standard for modern campervans.
Why not let them take you on your next family adventure?
AirHelp
Get extra peace of mind while travelling
Join AirHelp now
Flight delays and cancellations are frustrating, but with AirHelp, you don’t have to face the stress alone.
As the global leader in air passenger rights and claims management, AirHelp has already secured compensation for more than three million travellers worldwide.
For example, if your flight is disrupted, you may be entitled to up to €600, and AirHelp makes claiming simple with dedicated support every step of the way.
Members pay no service fees and enjoy exclusive perks like €100 for delays, €200 for missed connections, €100 for lost luggage, airport lounge access, live flight status updates, and round-the-clock support.
San Clemente Palace
900 years of history with modern luxury
Book your luxury stay in Venice
Looking for an exclusive holiday stay that rivals an ordinary hotel?
San Clemente Palace is a luxury retreat unlike any other in Venice, set on its very own private island.
Once a historic monastery, it now offers 170 elegant rooms and suites where guests can experience tranquillity and easy access to the city, 10 minutes by the hotel’s complimentary shuttle boat.
The hotel’s Longevity Spa offers unique treatments designed to rejuvenate body and mind.
Dining options include La Dolce, an Italian brasserie by the pool, and Acquerello, a fine-dining restaurant with stunning views of San Marco, Venice.
Recognised for its opulence by Condé Nast Traveller as the Best Hotel in Venice, San Clemente Palace blends 900 years of history with modern luxury.
Moco Museum
The collection features work from world-renowned artists
Visit the website for more information
Art fans, this one’s for you. Moco Museum is an independent art destination with locations in Amsterdam, Barcelona, and London.
The museum is dedicated to showcasing modern, contemporary, and street art that inspires and challenges.
Its collection brings together world-renowned names such as Andy Warhol, Jean-Michel Basquiat, Banksy and more, alongside bold immersive digital installations.
Since opening, Moco has welcomed over six million visitors from more than 120 countries, making art accessible to a global audience.
The museum also champions the voice of street art, presenting works by Icy & Sot, Stik, and Banksy to spark conversations about culture, society, and shared human experience.
Fjord Events
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Explore the dramatic landscape of the Lysefjord
Visit the website to book your next adventure
Founded in 2006, Fjord Events has grown from a small family business into the leading provider of RIB safaris in Stavanger, Norway.
Now run by second-generation Simon Gundersen, the company has nearly 20 years of experience creating unforgettable journeys through the dramatic Lysefjord.
Guests from around the world will be able to discover iconic landmarks such as Pulpit Rock (Preikestolen in Norwegian), Hengjanefossen, often called ‘Whiskey Falls, and the peaceful Vagabond’s Cave (Fantahåla in Norwegian) on board modern, comfortable RIB vessels.
Each safari blends speed, excitement, and cultural storytelling, guided by passionate locals who share the fjord’s history and legends.
Fjord Events remains a trusted name in Norwegian adventure tourism.
Travelex
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Travelex has home delivery and convenient click-and-collect locations across the UK
Order your travel money with Travelex
Sorting your travel money is one of those satisfying steps that brings your trip even closer. Travelex keeps things simple, so you can focus on packing and planning for your adventure.
Travelex makes it easy to get your travel money, whether you prefer delivery straight to your door or collection on the go.
Order online to lock in great exchange rates and choose the option that works for you.
With convenient click and collect locations across the UK, including most major airports, you can pick up your currency as you travel or opt to save time with secure home delivery, which is free on orders over £500.
Offering a wide choice of global currencies, Travelex ensures you have what you need, when you need it, for stress-free travel.
Mill on the Brue
Action packed fun for your kids
Visit the website for more information
Since 1982, Mill on the Brue has been a family-run outdoor activity centre in South East Somerset, offering children a true ‘home from home’ adventure.
With small groups and dedicated instructors for the whole week, every child enjoys a supportive and fun environment.
Up to 72 children aged 8-15 take part each week, divided into age-appropriate groups for fun, tailored experiences.
Days are packed with at least five exciting activities ranging from zip wires, canoeing and archery to pizza making, animal care, and high ropes.
It’s a chance for young adventurers to try new skills, make friends, and build confidence.
With no phones allowed, Mill on the Brue offers a genuine digital detox and the kind of holiday memories that last a lifetime.
Love Cuba
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Plan a stress-free trip to the cultural hotspot of Cuba
Book your next trip with Love Cuba
Love Cuba is the UK’s leading Cuba holiday specialist, officially named Cuba’s Leading Tour Operator at the 2025 and 2024 World Travel Awards and a multiple British Travel Award winner.
With top-rated Trustpilot reviews, the company offers unbeatable value on Cuba deals tailored to every kind of traveller and every holiday, including exclusive holidays, with top hotels like Melia Habana and Melia Varadero, with free room upgrades.
Their UK-based specialists bring decades of expertise, while a dedicated Cuban-born team provides 24/7 support on the island, and you can relax in the knowledge that your holidays are fully protected by ATOL and ABTA with Love Cuba.
With a focus on sustainable tourism, Love Cuba delivers authentic, stress-free holidays that families, couples, and solo travellers will love. Get ready to plan your dream escape.
Follow Checklist for more travel tips
Want to plan your next holiday abroad, or looking for staycation ideas?
Follow the Checklist for more tips, tricks and deals at @ChecklistSocial on Facebook, Twitter and Instagram.
Or sign up to the newsletter and get inspiration for everything from travel and wellbeing to home and DIY.
Checklist is dedicated to providing the best free online competitions too – discover amazing new services and products when you visit the website today.
