The New York Times’ affiliate brand Wirecutter is partnering with Google Shopping to help procrastinating shoppers find last-minute holiday gifts.

From Dec. 20 to Dec. 26, Google Shopping buttons will appear next to 150 curated Wirecutter products, according to Cliff Levy, the deputy publisher at The Athletic and Wirecutter. The buttons, overlaid with phrases like “Shop nearby with Google,” will point consumers toward local stores that have the products in stock.

When a user clicks the button, they are taken to the nearby results page on Google that displays offerings from merchants, which are listed based on their proximity to the shopper.

The integration was born out of the insight that, while Wirecutter sees an uptick in traffic right before Christmas, it can be difficult to ensure that online purchases will arrive before Christmas if bought too late, according to chief revenue officer Joy Robins.

“When we think about partnerships, we want it to be born out of an audience insight,” Robins said. “We know that after Dec. 20 it’s hard to order something online and have it delivered by Christmas. These buttons will allow people to find items near them so they can go get the gift in time.”

The partnership also entails an ad campaign, whose creative was designed by T Brand Studio. The ad campaign began in mid-November and will run through Dec. 26. Wirecutter began allowing advertising on its site this spring, and the collaboration with Google is its largest deal to date, according to Robins. 

The deal reflects the emerging value of Wirecutter as an advertising surface, as its high-intent audiences and shopping inventory effectively mimic the properties of a retail media network, according to Martech Record founder Michael McNerney.

The Times has slowly introduced advertising to its platforms since 2022, including The Athletic, Games, and now Wirecutter. These franchises offer news-averse advertisers an alternative way to reach The Times’ audience, as well as create endemic opportunities for brands whose products fit more naturally within lifestyle contexts.