• If you're looking for an affordable gift for her, look no further than this list of over 50 options under $50.
• Whether for the holidays, a birthday, or just because, she'll love any of these thoughtful picks.
• Looking for more inspiration? Check out 84 cool and unique gifts for her— from classic cashmere sweaters to monthly wine subscriptions, or see our full list of gift guides for the holidays.

Gift-giving isn't always easy, though it seems like it would be. Just buy them something that aligns with their interests, right? Eh, it's not always so simple. If she's interested in tech, there are a million options to choose from. Same goes for beauty products, kitchen gadgets, books, subscriptions, and so on.

So, then, whom to trust for recommendations? 

Considering that our jobs as product reviewers include discovering, testing out, and knowing where to shop for everything from new tech gadgets to skin-care products to useful kitchen accessories, I'd say we're pretty good resources for all things gift-related.

Whether you're looking for the perfect gift for your sister, mom, partner, or otherwise, we've put together a list of over 50 great gifts under $50 that we think she'll love, no matter the occasion. And in case you're shopping for a last-minute gift, most of these items are available with expedited shipping, and some should arrive within a few days' time.

Top 5 affordable gifts for her:

1. A cold brew coffee maker to improve her mornings, $17
2. A travel pillow that's easy to pack, $18
3. A 3-month Birchbox beauty subscription, $50
4. An ultra-popular cookbook by Alison Roman, $24
5. The perfect T-shirt, $18

More gift ideas for her, all under $50:

A massager to melt away tension

Zyllion Shiatsu Massager, available on Amazon, $44.95

This shiatsu massager is, to date, one of the best things I've ever bought. It kneads away tension and stress in the back and shoulders, and can even be used on sore leg muscles after a workout. She'll be thanking you for years to come.

A Kindle case that looks like her favorite book

KleverCase Kindle Paperwhite Case, available on Amazon, $24.95

You'll find many classic book covers cleverly printed onto Kindle cases, along with one that looks like an unmarked leather-bound book. All she has to do is pop it on her e-reader.

An all-purpose tote with a detachable wristlet

Street Level Reversible Faux Leather Tote and Wristlet, available at Nordstrom, $50

Your first thought may be that a plain tote is sort of a boring gift — but hear us out! This one is reversible and features a detachable wristlet, which basically means you're getting three different bags for $50. It's a utilitarian gift with a fashion-friendly twist.

A DIY mochi-making kit

DIY Mochi Ice Cream Kit, available at Uncommon Goods, $30

If she can't get enough of those ice cream-filled mochi balls from the grocery store, she may enjoy the challenge of making some herself. This kit provides everything she'll need to make matcha and chocolate flavored mochi — all she has to do is buy her favorite ice cream to fill it with.

An exceptionally useful set of silicone container lids

Five Two Airtight Silicone Lids, available at Food52, $40

If she enjoys cooking, chances are she's probably spent a good amount of time battling with her Tupperware drawer to find the right container and lid for her leftovers. These silicone lids have saved me over and over again and I recommend them to everyone — all you have to do is pop one over a bowl or baking dish and you get an airtight seal for easy storage in the fridge.

A portable charger that also lights up the bottom of her bag

SOI Smart Handbag Light and Charger, available at The Grommet, $34.95

No more frantically searching for gum or lip balm at the bottom of her giant tote bag — this little light can be attached to her keychain or even a zipper on her bag so she can easily see everything in its depths. It can also charge her phone.

A relaxing Himalayan salt lamp

Himalayan Glow Large Salt Lamp, available on Amazon, $16.97

There's nothing quite as calming as the warm glow of a pink salt lamp. This sits on my list of all-time best gifts I've ever received — turning it on each night creates a relaxing vibe in my living room and helps me let go of the day's stress.

A clever attachment that holds her AirPods

Elago AirPods Wrist Fit Adapter, available on Amazon, $8.49

The frustrating thing about using AirPods is figuring out where to store them. This small attachment goes around any watch's wristband and features two grippy holes that hold each AirPod.

A subscription to Amazon Prime

Amazon Prime gift subscription, three months, $39

Amazon Prime opens up a whole new world of access, be it to fast two-day shipping or any of the other 27-plus perks you'll get with a membership. If you know she doesn't have one yet, this is a smart gift — but in the case she does, she'll get to use the $39 on anything she wants or needs from the site.

An Alexa-enabled smart plug

Alexa-Enabled Smart Plug, available on Amazon, $24.99

Among Amazon's much-anticipated new releases was this voice-controlled smart plug, which allows her to control lights, chargers, and whatever else she wants through Alexa simply by plugging her devices into these outlets. She can also just use the Alexa app to turn the outlets on and off if she doesn't have an Echo or want to use her voice.

A highly coveted candle

Diptyque Baies Candle, available at Nordstrom, from $36

Diptyque candles are about as chic and beloved as they come among candle lovers. The Baies scent is the company's signature, with warming and sophisticated notes of rose and blackcurrant. This candle is best gifted to partners or very good friends. 

An inexpensive accessory for her phone

PopSockets, available on Amazon, from $9.97 for plain and $10.99 for diamond (pictured)

PopSocket Grips are an inexpensive but extremely useful gift she'll be happy to have. She can pop them on the back of her phone, Kindle, iPad, or any other device to create a comfortable grip that allows her to hold her device one-handed.

A monthly book subscription

Book of the Month, three months, starting at $49.99

Each month, this service curates five book choices — some of them early release — from which she'll choose her favorite. The service will send the book directly to her, and she can also skip a month if she's behind on her reading.

An adjustable rolling pin

Joseph Joseph Adjustable Rolling Pin, available on Amazon, $23.10

Anyone who loves to bake will appreciate this adjustable rolling pin that allows for more precision in the thickness of dough. All she'll have to do is remove or add the different sized rings and let them guide her.

A kit to make her favorite drink at home

Bubble Tea Kit, available at Uncommon Goods, $35

Really nice socks she's bound to want more of

Bombas Quarter Socks 4-pack, available at Bombas, $45.60

Bombas makes the best socks out there. Yes, they're pricey, but you don't know how worth it nice socks are until you try a pair yourself. There are no uncomfortable toe seam to give her blisters, and the special honeycomb stitching around the middle of the foot actually provides a bit of arch support.

A classic cast-iron skillet

Nothing Fancy: Unfussy Food for Having People Over, available on Amazon, $14.88

Whether she's new to the kitchen or it's her favorite room in the house, Alison Roman's newest cookbook will guide her through tons of easy-to-make recipes with thoughtful twists.

A letter board she can leave notes or cute phrases on

Felt Like Sharing Felt Letter Board, available on Amazon, $23.95

Sporting events, holidays, parties — there are a ton of occasions during which these come in handy, but she'll love being able to play around with it day to day at home with her favorite lyrics, phrases, or even messages to roommates. Choose from tons of felt colors (I'm partial to the light blue; it's the one I use at home!). 

A pretty place to keep her phone

Bedside Smartphone Vase, available at Uncommon Goods, $32

This bedside vase is a fun way to spruce up her night stand, whether with fresh or faux flowers. It also works beautifully in the kitchen if she likes to follow recipes using her phone.

A comfy tee that goes with everything

The Box Cut Pocket Tee, available at Everlane, $18

Skip the boring pajamas — get her something she'll want to wear every day. This cozy short-sleeve T-shirt from Everlane is as great for running errands as it is for wearing to work, depending on how she styles it. It also comes in a few other color options. 

Tassel earrings to liven up any outfit

BaubleBar Granita Beaded Tassel Earrings, available at Nordstrom, $38

This popular pair of tassel earrings are beloved for their many color options and ability to elevate even the most basic jeans and T-shirt look.

The newest Amazon Echo Dot

Echo Dot, available on Amazon, $22

Give her home a smart tech upgrade with a new Echo Dot. It's outfitted with Alexa, who can answer questions about the weather or traffic, play music, and even tell you the news.

A wine saver for open bottles

Vacu Vin Wine Saver, available on Amazon, $11.89

Sometimes you just can't finish the bottle of wine. That's when the Vacu Vin comes in. It's a simple, small gadget that removes the oxygen from your open bottle and gives it an airtight seal to preserve the freshness and prevent oxidation.

A custom phone case with photos of you together

Custom Phone Case, available at Casetify, from $29.95

Upload all your favorite photos together (or choose any other sort of theme) to create the ultimate personalized gift. You can choose pretty much any model of phone, and organize the photos in a ton of different layouts.

A cold brew maker

Takeya Patented Deluxe Cold Brew Iced Coffee Maker, available on Amazon, $16.99

Caffeine lovers who can't get enough of their favorite drink tend to spend a lot of money at coffee shops to get their fix. Make it easier for her to drink cold brew at home with this simple-to-use brewing pitcher. Read a full review here from one of our reporters who swears by this one.

A perfume subscription

Scentbird subscription, three months for $44

If she loves to switch up her scents, Scentbird is an affordable service that lets her choose a month's supply of perfume from thousands of well-known and new fragrances. With a three-month subscription, she can switch it up each month or stick to the ones she knows and loves.

A popular cookbook she's probably seen on Instagram

Dining In: Highly Cookable Recipes, available on Amazon, $23.59

Whether she's new to the kitchen or it's her favorite room in the house, Alison Roman's fan-favorite cookbook will guide her through tons of easy-to-make recipes with thoughtful and fascinating new twists.

A portable external battery

Anker PowerCore 10,000mAh External Battery, available on Amazon, $25.99

A good external battery is one of those practical gifts she probably needs but won't buy herself. Treat her to a good one that holds enough juice to charge her iPhone three times, or her Galaxy twice over.

A compact set of gardening accessories

Gardener's Tool Seat, available at Uncommon Goods, $40

Whether she has a plot at a community garden in the city or her very own vegetable garden in her backyard, this compact set of tools and a comfy stool are easy for her to carry around and store (plus they detach).

A puzzle of her heroines

Nevertheless She Persisted Puzzle, available at Uncommon Goods, $18

This puzzle features illustrations of both prominent and lesser-known women who have shaped and changed the course of history.

A trendy candle she's probably already got her eyes on

Gilded Holiday Collection – Sacred Dusk Candle, available at Otherland, $36

Otherland's candles make one of the best gifts you can give this holiday season, if you ask us. They come beautifully packaged, and the Gilded Holiday Collection features scents that are complex and rich. We're partial to the Sacred Dusk fragrance, which has notes of woodsy Palo Santo and Cypress bark.

A flexible herb garden for the home

Mason Jar Indoor Herb Garden, available at Uncommon Goods, $20

These mason jar planters can be set up in so many ways — from the window sill to the kitchen counter. They're great for anyone who loves cooking with fresh herbs, especially if they live in cold climates where their outdoor herb gardens don't grow for half the year.

A way for her to share and pass down memories and traditions

My Life Story So Far, available at Uncommon Goods, $30

This book is sort of like a guided journal for her to record her memories, accomplishments, and experiences. No matter her age, it's something she'll undoubtedly enjoy keeping track of and sharing with others.

A natural travel skincare kit

Herbivore Hydrate and Glow Natural Skincare Mini Collection, available at Sephora, $39

If she's into natural beauty, chances are she already loves Herbivore's products. This mini skincare collection has all the essentials she'll need at home or on the road.

A tablet for easy entertainment

Fire 7 Tablet with Alexa, available on Amazon, $49.99

Great for traveling or lounging at home, the Amazon Fire 7 Tablet is an affordable way to stay connected to all her favorite apps, games, and streaming services on a larger screen than what her phone has to offer.

A plush, cozy throw

Kennebunk Bliss Plush Throw, available at Nordstrom, $39.50

There's nothing quite like wrapping yourself up in a warm, snuggly blanket on a cold night in. This plush throw comes in a ton of colors to match any decor.

A fashion-friendly belt bag

Steve Madden Quilted Belt Bag, available at Nordstrom, $25

Belt bags (aka fanny packs) are making a comeback, and we're not mad about it. They're convenient, practical, and a simple way to add a stylish pop to any outfit.

An excellent cookbook for entertainers

Platters and Boards: Beautiful, Casual Spreads for Every Occasion, available on Amazon, $22.46

If having people over is more of a pleasure than a chore for her, she'll adore this cookbook full of clever recipe ideas for casual entertaining.

A map to keep track of her travels

Scratch Map, available at Uncommon Goods, $26-$40

Help her track her adventures with a scratch-off world map — or supplement a bigger surprise by scratching off the location you plan to take her to if you have a trip on the rise.

A spiritual and spatial cleansing kit for the home

Catherine Rising Large Incense + Crystal Bundle, available at Urban Outfitters, $28.00

Burning incense can create a calming environment at home. This kit is an especially sweet gift for someone who's just moved into a new apartment or house, or just that one friend who's really into energy and spirituality. It includes a Palo Santo incense stick, dried flowers, and a crystal. 

A smart way for her to stay organized while traveling

Travel Cord Roll, available at Uncommon Goods, $20

Frequent travelers need a way to keep all their cords and cables organized. This leather roll-up organizer has eight slots for cords and headphones plus a pouch where your charger base can fit.

A wireless and waterproof speaker

VicTsing Wireless Waterproof Speaker, available on Amazon, $23.99

A favorite of Amazon shoppers, this water-resistant, portable Bluetooth speaker works for everything from her daily shower concert to a trip to the beach. If you need any extra convincing, it's rated nearly four-and-a-half stars out of five from almost 7,000 shoppers.

A wintry candle in a reusable blown glass vessel

Lafco Feu de Bois candle, available on Amazon, $42.00

Lafco candles are some of the most intentionally designed and developed that you'll ever come across — from the hand-blown glass that makes up the reusable container, to the soy wax base that took the founder and his team years to perfect. Every scent Lafco makes is phenomenal, but the Feu de Bois (which smells warm and wintry like a burning fire) is a seasonal favorite. I highly recommend this one for in-laws and parents you'd like to impress.

A simple knitting kit for beginners

Braille Beanie Knitting Kit, available at We Are Knitters, $49

Whether she's new to knitting or a long-time pro, this crafty beanie kit has everything she needs — from the yarn, to the needles, and of course, the instructions.

A clever way to collect accomplishments and hopes

Birthstone Wishing Balls, available at Uncommon Goods, $32

These wishing balls come with a strip of paper for every week in the year on which she can write everything from her hopes and dreams to the things she's proud of accomplishing over the past seven days. You don't have to go for her birthstone — you could easily just choose her favorite color.

A comfy neck pillow for trains and planes

Trtl Neck Pillow, available on Amazon, $17.99

If she travels a lot (or has bad travel anxiety), the gift of comfort is one she'll undoubtedly appreciate. This is the one our travel writer swears by — you can read his review here.

A guide full of inspiration for her future adventures

The Bucket List, available at Anthropologie ($35) and Amazon ($21.20)

This worldwide bucket list won't cure her wanderlust, but it'll definitely provide her inspiration and fodder for planning her travels.

A set of tinted lip balms

Fresh Sugar Tinted Lip Treatment, available at Nordstrom, $24

If her beauty preferences tend to be more on the natural side, it's likely she loves a good tinted lip balm. Fresh makes some of the best — the color options are universally flattering and the easy, and the formula is smooth, hydrating, and buttery.

A dainty pair of hoops that are anything but average

Shooting Star Open Hoop Earrings, available at Maison Miru, $39

It seems like everyone on our team has a pair of these open hoops. Their horseshoe shape is just different enough to set them apart, while a tiny, twinkly cubic zirconia catches the light just enough to add a bit of sparkle.

A customizable box of candy for adults

Four-Piece Candy Bento Box, available at Sugarfina, $36

Satisfy her sweet tooth with a custom box of candy. Sugarfina's candies are distinctly "adult"— but she'll still feel like a kid when she digs into a box of rosé gummies.

An armband that holds her phone on runs or at the gym

Tribe Water-Resistant Arm Band, available on Amazon, $7.50

If she loves to run or spends a lot of time at the gym, this top-rated arm band will definitely be a lifesaver for her. Just make sure you know what model phone she carries as you may have to check different brands for different phone sizes. 

A makeup and skincare subscription

Birchbox three month gift subscription, $50

Birchbox is a skincare and makeup subscription that sends tons of beauty samples for her to test out and play around with. If she loves any of them, she can easily buy the full-sized version through the service. You can opt to give a longer subscription if you'd like. 

A picture frame for Instax Mini photos

Polaroid Cube Picture Frame, available at Urban Outfitters, $16

This cube picture frame is meant to hold photos from a Polaroid camera, but even if neither of you have one, it would still be a sweet gift to print out some photos of you together in the proper dimensions. 

A convenient yoga mat carrier

Manduka Go Play Yoga Mat Bag, available on Amazon, from $24

If she's a fitness enthusiast who frequents local yoga classes, a carrying strap will make her life much easier (especially if she walks or takes the subway to her class). Pair this gift with a grippy, cushioned yoga mat starting at $40.

Looking for more gift ideas? We've got you covered.

• Our master list of every gift guide you'll ever need
• 50 creative gift ideas under $25
• 50 thoughtful gift ideas under $50
• 76 clever gift ideas under $100
• 44 cool stocking stuffers on Amazon
• 26 affordable tech gifts under $25
• 39 beauty gift sets that don't feel lazy
• 65 cool gifts for him on Amazon

• Betting against some company stocks can be more expensive than owning them. 
• Clovis Oncology, currently the most expensive stock to short, boasts a 109% borrow fee according to data from S3 Partners, a financial analytics firm.
• Here are the top 13 stocks with the highest borrow fees, according S3 Partners. 
• Read more on Business Insider. 

Short selling, or the practice of betting that a stock's price will fall instead of rise, can be an expensive business. 

That's because the price to borrow shares of some stocks can be more expensive than owning them, data show. For example, traders are currently paying a 109% borrow fee to short shares of Clovis Oncology, according to data from financial analytics firm S3 Partners.

That fee has put Clovis Oncology at the top of the most expensive short list. The company surged into the top spot after its fee jumped 69% in the last two weeks, Ihor Dusaniwsky, the managing director of predictive analytics at S3, wrote in a Tuesday note. 

It's likely that the stock's borrow fee could climb even higher, Dusaniwsky said. "New stock borrows are going at over 400% fee today as there are very few shares left to borrow. CLVS stock loan recalls are also hitting the street in size," he wrote. 

Borrow fees can be detrimental to traders betting against costly stocks. "High stock borrow costs can eat into expected Alpha making an attractive trade fall below investment thresholds," Dusaniwsky wrote. "Or an unexpected increase in borrow rates can turn a home-run trade into a run of the mill single." 

Fees can be hundreds of thousands or even millions of dollars each day. Currently, traders are paying more than $1 million per day in short financing costs on the stock, according to S3. 

While right now, it's the only stock that costs more than $1 million per day to bet against, that could change soon, said Dusaniwsky. 

Two other companies on the list, Nio and Canopy Growth, are seeing borrowing costs rise. "There will probably be a triumvirate of $1 million borrows in the very near future," Dusaniwsky wrote. In addition to Canopy Growth, four other cannabis companies are on the most expensive shorts list— Tilray, Hexo, Aurora Cannabis, and Aphria. 

Here are the top 13 stocks with the most expensive borrow fees, ranked from least to most expensive according to S3 data. 

13. Canopy Growth

Ticker: CGC

Short interest: $775 million

% float: 20%

Borrow fee: 35% 

Source: S3 Partners

12. Ballard Power Systems

Ticker:BLDP

Short interest: $56 million 

% float: 5%

Borrow fee: 38%  

Source: S3 Partners

11. Aphria

Ticker: APHA

Short interest: $167 million 

% float: 15% 

Borrow fee: 44% 

Source: S3 Partners

10. Sorrento Therapeutic

Ticker:SRNE

Short interest: $64 million

% float: 18%

Borrow fee: 48% 

Source: S3 Partners

9. Aurora Cannabis

Ticker:ACB

Short interest: $410 million 

% float: 17%

Borrow fee: 52% 

Source: S3 Partners

8. AMC Entertainment

Ticker:AMC

Short interest: $252 million 

% float: 58%

Borrow fee: 55%

Source: S3 Partners

7. McDermott International

Ticker:MDR

Short interest: $95 million 

% float: 68%

Borrow fee: 56% 

Source: S3 Partners

6. Hexo

Ticker:HEXO

Short interest: $73 million

% float: 14% 

Borrow fee: 57% 

Source: S3 Partners

5. Nio

Ticker:NIO

Short interest: $514 million 

% float: 28%

Borrow fee: 59% 

Source: S3 Partners

4. Inmode

Ticker:INMD

Short interest: $103 million 

% float: 18%

Borrow fee: 64% 

Source: S3 Partners

3. Cel-Sci Corporation

Ticker: CVM

Short interest: $50 million 

% float: 20% 

Borrow fee: 66%

Source: S3 Partners

2. Tilray

Ticker:TLRY

Short interest: $162 million 

% float: 39% 

Borrow fee: 67%

Source: S3 Partners

1. Clovis Oncology

Ticker:CLVS

Short interest: $468 million 

% float: 55%

Borrow fee: 109% 

Source: S3 Partners

• Author and journalist Colin Woodard identified 11 distinct cultures that have historically divided the US.
• His book "American Nations: A History of the Eleven Rival Regional Cultures in North America" breaks down those cultures and the regions they each dominate.
• From the utopian "Yankeedom" to the conservative "Greater Appalachia" and liberal "Left Coast," looking at these cultures sheds an interesting light on America's political and cultural divides.
• Visit Business Insider's homepage for more stories.

America may be divided into 50 states, but many areas are culturally similar. 

In his fourth book, "American Nations: A History of the Eleven Rival Regional Cultures in North America," award-winning author Colin Woodard identifies 11 distinct cultures that have historically divided the US.

"The country has been arguing about a lot of fundamental things lately including state roles and individual liberty," Woodard, a Maine native who won the 2012 George Polk Award for investigative reporting, told Business Insider. "[But] in order to have any productive conversation on these issues," he added, "you need to know where you come from."

Woodard also believes the nation is likely to become more polarized, even though America is becoming a more diverse place every day. He says this is because people are "self-sorting."

"People choose to move to places where they identify with the values," Woodard says. "Red minorities go south and blue minorities go north to be in the majority. This is why blue states are getting bluer and red states are getting redder and the middle is getting smaller."

Here's how Woodard describes each nation:

Matthew Speiser contributed to a previous version of this article.

SEE ALSO: 50 maps that explain how America lives, spends, and believes

Yankeedom values education, and members are comfortable with government regulation.

Encompassing the entire Northeast north of New York City and spreading through Michigan, Wisconsin, and Minnesota, Yankeedom values education, intellectual achievement, communal empowerment, and citizen participation in government as a shield against tyranny. Yankees are comfortable with government regulation. Woodard notes that Yankees have a "Utopian streak." The area was settled by radical Calvinists. 

New Netherland in the New York area has a "materialistic" culture.

A highly commercial culture, New Netherland is "materialistic, with a profound tolerance for ethnic and religious diversity and an unflinching commitment to the freedom of inquiry and conscience," according to Woodard. It is a natural ally with Yankeedom and encompasses New York City and northern New Jersey. The area was settled by the Dutch. 

The Midlands, largely located in the Midwest, opposes government regulation.

Settled by English Quakers, The Midlands are a welcoming middle-class society that spawned the culture of the "American Heartland." Political opinion is moderate, and government regulation is frowned upon. Woodard calls the ethnically diverse Midlands "America's great swing region." Within the Midlands are parts of New Jersey, Pennsylvania, Ohio, Indiana, Illinois, Missouri, Iowa, Kansas, and Nebraska. 

Tidewater started as a feudal society that embraced slavery.

Tidewater was built by the young English gentry in the area around the Chesapeake Bay and North Carolina. Starting as a feudal society that embraced slavery, the region places a high value on respect for authority and tradition. Woodard notes that Tidewater is in decline, partly because "it has been eaten away by the expanding federal halos around D.C. and Norfolk."

Greater Appalachia encompasses parts of Kentucky, Tennessee, West Virginia, and Texas.

Colonized by settlers from the war-ravaged borderlands of Northern Ireland, northern England, and the Scottish lowlands, Greater Appalachia is stereotyped as the land of hillbillies and rednecks. Woodard says Appalachia values personal sovereignty and individual liberty and is "intensely suspicious of lowland aristocrats and Yankee social engineers alike." It sides with the Deep South to counter the influence of federal government. Within Greater Appalachia are parts of Kentucky, Tennessee, West Virginia, Arkansas, Missouri, Oklahoma, Indiana, Illinois, and Texas.

Deep South adopts a rigid social structure and opposition to government regulation.

The Deep South was established by English slave lords from Barbados and was styled as a West Indies-style slave society, Woodard notes. It has a very rigid social structure and fights against government regulation that threatens individual liberty. Alabama, Florida, Mississippi, Texas, Georgia, and South Carolina are all part of the Deep South.

El Norte has a dominant Hispanic culture.

Composed of the borderlands of the Spanish-American empire, El Norte is "a place apart" from the rest of America, according to Woodard. Hispanic culture dominates in the area, and the region values independence, self-sufficiency, and hard work above all else. Parts of Texas, Arizona, New Mexico, and California are in El Norte.

The Left Coast, located in coastal California, is a lot like Yankeedom and Greater Appalachia.

Colonized by New Englanders and Appalachian Midwesterners, the Left Coast is a hybrid of "Yankee utopianism and Appalachian self-expression and exploration," Woodard says, adding that it is the staunchest ally of Yankeedom. Coastal California, Oregon, and Washington are in the Left Coast.

The Far West spans states in the central US including Montana, Wyoming, and Utah.

The conservative west. Developed through large investment in industry, yet where inhabitants continue to "resent" the Eastern interests that initially controlled that investment. The Far West spans several states, including Idaho, Montana, Wyoming, Utah, Nevada, Nebraska, Kansas, Arizona, New Mexico, Colorado, North Dakota, South Dakota, Washington, Oregon, and California. 

New France inhabitants are comfortable with government involvement in the economy.

A pocket of liberalism nestled in the Deep South, its people are consensus driven, tolerant, and comfortable with government involvement in the economy. Woodard says New France is among the most liberal places in North America. New France is focused around New Orleans in Louisiana as well as the Canadian province of Quebec.

First Nation, most of whose people live in the northern part of the country, is made up of Native Americans.

Made up of Native Americans, the First Nation's members enjoy tribal sovereignty in the US. Woodard says the territory of the First Nations is huge, but its population is under 300,000, most of whose people live in the northern reaches of Canada.

• Sephora's Beauty Insider holiday shopping event is running from December 4 through December 17, 2019.
• Rouge members can take $25 off purchases of $75 or more online and in-stores starting December 4, while VIB and Insider members can save $20 and $15 off purchases of $75 or more respectively starting December 5. 
• Here are the 27 best beauty products to buy during the Sephora Beauty Insider event.

I've enjoyed Rouge status as a Sephora Beauty Insider for the past four years but I've yet to take advantage of its many benefits besides free shipping and early access to its big holiday sale. It's a great time to buy gifts for my family and friends, but mostly just for myself — it's the least I can do to keep up my Rouge status. 

Starting December 4 through December 17, Sephora Rouge members can get $25 off purchases of $75 or more online and in-stores. Sephora VIB and Insider members can save $20 and $15 off purchases of $75 or more respectively from December 5 through December 17.

Whether you're a Rouge, VIB, or Insider member, just use the code "2019HOORAY" during checkout and be on your merry way. Best of all, there's no limit to how many times the code can be used — none. 

There are some restrictions though. The sale doesn't apply to products from The Ordinary, Dyson, and MAC Cosmetics VIVA GLAM; in-store services like makeovers; purchases of gift cards; or FLASH, PLAY! by Sephora. There's also a limit to Morphe in particular — you're limited to five of the same items per purchase. 

We've rounded up 27 great buys check out before the sale ends on December 17, as well as exclusive and limited-edition gift sets over here in case you need some more gift inspiration. And if you're looking for non-beauty gifts, take a look at all our gift guides here.

Here are the 27 best beauty, skin-care, and hair-care products to buy at Sephora's Beauty Insider sale: 

SEE ALSO: How to get free 2-day shipping at Sephora for a year

SEE ALSO: 21 gift sets and limited-edition beauty products you can get at Sephora this holiday season

Mario Badescu Facial Spray Travel Trio

Mario Badescu Facial Spray Travel Trio, $15

These cult-favorite facial mists are hydrating and refreshing, and the travel size means you can stash one at your desk or in your bag for a moment of zen whenever you want.

Tom Ford Lip Color Lipstick

Tom Ford Lip Color Lipstick, $55

If there's ever a time to splurge on a lipstick, it's now. We named Tom Ford's lipstick as our luxury pick in our lipstick buying guide because the rich formula is moisturizing and pigmented, and the packaging is minimal yet sleek.

NuFace Trinity + Eye and Lip Enhancer Attachment Bundle

NuFace Trinity + Eye and Lip Enhancer Attachment Bundle, $429 (valued at $474)

The NuFace Trinity is a cool microcurrent device that helps firm, lift, and define your jawline, cheekbones, forehead, and neck, while the eye and lip attachment can help target those smaller areas for smoother skin.  

Velour Lashes Minimalist Mink Lash Collection

Velour Lashes Minimalist Mink Lash Collection, $29

I wore a pair of Velour mink lashes during my wedding and even my makeup artist was impressed by the quality. They're more expensive than most other fake lashes, but you can wear them up to 25 times. Depending on the style you choose, you can get as subtle or dramatic as you want. 

Vitruvi Stone Diffuser

Vitruvi Stone Diffuser, $119

Sephora has a surprising selection of non-beauty items, one of them being this sophisticated essential oil diffuser. The silhouette is minimal and chic, and the blush color fits in with any decor; there's also a black and white colorway.

Clarisonic Facial Cleansing Brush

Clarisonic Skincare Mia Prima Facial Cleansing & Pore Minimizing Skincare Device, $99

Clarisonic Skincare Sonic Foundation Brush Head, $39

The Clarisonic Mia is the top pick in our cleansing brush buying guide because of its versatility. It helps clean skin better than your hands and cleanser alone, and if you switch out the brush heads, makeup artist Patrick Ta tells us that you can even use it for flawless makeup application.

La Mer Merry Little Miracles Set

La Mer Merry Little Miracles Set, $160

Yes, La Mer is expensive, but if you have skin that's drier than a desert, this kit of deluxe minis is worth the indulgence. The brand is never on sale, so this is a great opportunity to get some of its most popular items for less.  

Olaplex Holiday Hair Fix Set

Olaplex Holiday Hair Fix Set, $58

I'm obsessed with Olaplex's hair products that are pretty much universally loved by people with all kinds of hair types. I am not, however, obsessed with the price, so this set is the perfect opportunity to pick up travel-sized versions of what I use daily.  

Slip Silk Pillowcase

Slip Silk Pillowcase (Standard/Queen), $85

This ultra-silky pillowcase will make a great addition to your bed and help protect your skin from wrinkles and your hair from knotting and frizzing overnight.

Herbivore Jewel Box Mini Facial Oil + Serum Set

Herbivore Jewel Box Mini Facial Oil + Serum Set, $58

Find your next favorite facial oil and serum with this set of minis from Herbivore. They're made with 100% natural ingredients and target dryness, dullness, fine lines, and more. 

Fresh Sugar Lip Legends Gift Set

Fresh Sugar Lip Legends Gift Set, $48 

Fresh makes some of the best lip treatments I used for dry lips. Normally, each full-sized version costs $24, so this $48 set is a steal.

Charlotte Tilbury Matte Revolution Lipstick

Charlotte Tilbury Matte Revolution Lipstick, $34

If you're looking for a matte lipstick that won't dry out your lips, which is a hard thing to come by, Charlotte Tilbury's matte lipstick should do the trick. The Matte Revolution line of lipsticks is moisturizing, and the rectangular tip gives you better control over traditional pointed bullets when applying.

Giorgio Armani Luminous Silk Foundation

Giorgio Armani Luminous Silk Foundation, $64

This foundation has a huge following even just in my immediate circle of friends and here at Insider Picks. This weightless formula makes your skin look so smooth and silky without suffocating you. Everyone who's used it complains about the price, which is why this holiday is the perfect time to buy it.

Laneige Lip Sleeping Mask

Laneige Lip Sleeping Mask, $20

My lips are somehow always pretty dry and cracked, but this cult-favorite lip mask from Korean brand Laneige has helped make them so much softer. While the mask comes in a few different variations, nothing beats the scent (and flavor) of the original. 

Hourglass Veil Translucent Setting Powder

Hourglass Veil Translucent Setting Powder, $46

This translucent setting powder buffs out to an undetectable finish, so it's great for many skin tones. It's talc-free, which is a major bonus and leaves your face looking natural and airbrushed at the same time.

Stila Stay All Day Liquid Eye Liner

Stila Stay All Day Liquid Eye Liner, $22

This felt tip liquid eyeliner is very easy to use and extremely helpful if you want to achieve a cat-eye. Liquid eyeliner is ideal for newbies too, though, because it's like drawing with a Crayola marker, but one that will stay on your face longer.

Dr. Dennis Gross Skincare Alpha Beta Universal Daily Peel

Dr. Dennis Gross Skincare Alpha Beta Universal Daily Peel, $88

This daily peel is incredibly easy to use, so it's perfect if you're lazy or short on time. Just swipe the pre-soaked pads across your face in a circular motion until completely. You can expect to see diminished fine lines as you continue to use the pads.

Huda Beauty Nude Obsessions Eyeshadow Palette

Huda Beauty Nude Obsessions Eyeshadow Palette, $29

Sometimes, finding the right shade of neutral eyeshadows that works with your skin tone can be a hassle. Luckily, Huda Beauty has created three eyeshadow palettes with nine shades each so you can find your ideal palette. 

beautyblender Pro

beautyblender Pro, $20

Not blending your makeup might as well be a sin. A beautyblender will help you apply and blend makeup with ease, and the black color is ideal for intensely pigmented products that would otherwise stain the classic pink shade. 

Skin Laundry Essential Daily Moisturizer, $30

The Beauty Insider sale is the perfect time to start stocking up on essentials. This lightweight moisturizer from Skin Laundry has hyaluronic acid and other proteins to moisturize your skin, ideal for dry and cold winters. 

Benefit Cosmetics Roller Lash Curling & Lifting Mascara

Benefit Cosmetics Roller Lash Curling & Lifting Mascara, $25

If your lashes are really straight and you want to give them a nice curl, Benefit's mascara will curl and lift even the shortest and straightest of lashes. 

Smashbox Photo Finish Foundation Primer

Smashbox Photo Finish Foundation Primer, $36

This OG primer from Smashbox will help your makeup go on smoother and last longer. It's also vegan and paraben-free and is made with vitamins A and E so your skin stays nourished. 

GHD Platinum + Professional 1" Styler

GHD Platinum + Professional 1" Styler, $249

This smart hair straightener self-regulates to ensure consistent heat while straightening your hair. It can also recognize the thickness of your hair, so you get a more personalized experience and result.

Living Proof Perfect Hair Day Heat Styling Spray

Living Proof Perfect Hair Day Heat Styling Spray, $28

Before using any kind of heat styling product, mist your hair with Living Proof's heat protectant. It protects your hair from heat and smoothes your hair while giving it some extra shine. 

Urban Decay Naked Honey Palette

Urban Decay Naked Honey Palette, $49

Urban Decay's newest eyeshadow palette has 12 golden neutral colors that can create a variety of looks. It also comes with a double-ended brush and mirror for convenience.

Drunk Elephant T.L.C Sukari Babyfacial Mask

Drunk Elephant T.L.C Sukari Babyfacial Mask, $80

Don't let the $80 price point scare you— many people love this facial-in-a-bottle. It gently exfoliates dead cells to reveal softer, more youthful skin.  

The Original MakeUp Eraser Makeup Remover Cloth

The Original MakeUp Eraser Makeup Remover Cloth, $20

Run this magical cloth under some water and then you can use it to remove all sorts of makeup, even waterproof makeup. No need for any other makeup remover — at. all. 

• As carbon emissions rise and the planet warms, domesticated crops like rice and wheat are losing nutritional value, and climate disasters are putting harvests and farmland at risk.
• Scientists keep seeds from important crops locked in seed vaults, but most vaults lack seeds from the wild relatives of important crops.
• Those wild cousin plants may be more adaptable to changing climates and could one day be used to mitigate food insecurity around the world.
• So an international non-profit called the Crop Trust scoured 25 countries to find 371 wild relatives of plant species like potatoes, rice, and carrots.
• Visit Business Insider's homepage for more stories.

In case a catastrophe hits, seeds from most plant species are locked safely in vaults deep within the Earth — a kind of agricultural insurance policy.

But a group of researchers is convinced this insurance doesn't quite cover all our bases.

According to an international non-profit called the Crop Trust, many seed vaults lack seeds from the wild cousins of domesticated crops, including some species of wild rice, lentils, potatoes, and carrots.

These wild crop relatives could be crucial in the effort to make the world's food system more resilient to climate change. Already, some domesticated crops are faltering in the face of extreme temperatures and drought. Those crops' wild cousins, however, could hold the genetic key to increasing their hardiness.

So for the last six years, more than 100 Crop Trust scientists have been scouring the planet for seeds.

The scientists traveled to 25 countries to find these species, according to a report the non-profit released on Tuesday.

All told, the scientists collected more than 4,600 seed samples from 371 species of plants — many of which are endangered— related to 28 globally important crops.

"We have made incredible progress tracking down crop wild relatives that could hold the key to food's survival," Marie Haga, the outgoing executive director of the Crop Trust, said in a press release. "But there is more to be done, and as threats to the world's biodiversity mount, this work is more urgent than ever."

Here's what the six-year quest looked like.

SEE ALSO: Rising emissions could drain foods like rice and wheat of their nutrients, causing a slow-moving global food crisis

SEE ALSO: Painfully slow hurricanes, deadly heat, and cities without water: What the climate crisis will look like in the next 10 years, according to experts

Seeds vaults and seed banks around the world store back-up seeds for all major food crops.

These vaults are the most important agricultural safeguard in the world.

The largest seed vault in the world, the Global Seed Vault, holds more than 983,500 seed samples.

The Crop Trust oversees the vault in partnership with the Norwegian government. According to the non-profit, seeds from almost every country in the world are housed there, and the vault is the "ultimate insurance policy for the world's food supply." 

The idea is that in the event of a global disaster, people from anywhere in the world should be able to withdraw seeds for crops that they'd need to re-grow.

Seed vaults also preserve the genetic diversity of available food crops, storing as many plant varieties as we can find. 

But according to Crop Trust researcher Nora Castañeda-Álvarez, some of these seed banks lack crucial samples.

"We found chinks in the armor of the global food system: Many important species were entirely absent from these collections or were seriously underrepresented in them," she said in a release. "We needed an urgent rescue mission to find and safeguard as many crop wild relatives as possible."

The problem is that as climate change alters precipitation patterns and increases the frequency and intensity of severe weather, it will become more challenging to grow enough food for the world's population.

Extreme weather events like storms and heat waves act as "triggers or stress-multipliers" on food prices and food security, Cynthia Rosenzweig, a co-author of a recent report from the United Nations' Intergovernmental Panel on Climate Change, said.

What's more, increased carbon-dioxide levels in the atmosphere lower the nutritional value of food staples like rice and wheat.

Research has shown that growing these crops in environments with higher levels of carbon dioxide decreases their concentrations of protein, zinc, and iron.

That's a dire threat for the 821 million people who are already undernourished worldwide.

Currently, 76% of the world's population derives most of its daily protein from plants, which is why researchers expect climate change to catalyze a global food crisis.

A recent report warned that global agricultural production will drop by one-third if farmers do not immediately start planting crops that are resilient to climate change.

According to the Crop Trust, domesticated crops — which are often the result of genetic tweaking — lack the genetic make-up necessary to stand up to severe conditions like heatwaves, temperature extremes, and wildfires.

The wild relatives of staple crops are generally hardier than their domesticated counterparts.

"If we are to feed a growing population, we need to make our food crops more resilient. And crop wild relatives can help breeders develop new 'climate-proof' varieties," Haga said.

Some wild varieties of staple crops have developed tolerance to heat and drought, and defense systems that protect them from pests and diseases.

"These wild plants ... hold the genetic diversity which breeders will need to improve those crops so we can feed 9 billion people with nutritious food," Hannes Dempewolf, senior scientist and the head of global initiatives at the Crop Trust, said in a press release.

So Haga, Dempewolf, and more than 100 other scientists from the Crop Trust spread out across the globe in search of wild crop relatives.

Over the course of six years, the researchers visited 25 countries.

They tracked down 371 wild relatives of 28 staple crops.

These crops included wild bananas, lentils, chickpeas, potatoes, sorghum, and carrots.

They collected 4,644 seed samples.

All told, the scientists spent a collective 2,973 days in the field.

After the collected seeds are dried, scientists clean them to remove unwanted dust and debris.

''Cleaning is what takes the longest. Then, there's the x-raying, the counting, the banking, and the germination testing," Janet Terry, seed collection manager at the Millennium Seed Bank, said.  

In Nepal, seed collectors had to travel by elephant to ward off Bengal tigers and aggressive rhinos.

"The expeditions were not a walk in the park," Dempewolf said. "They were perilous at times, and physically demanding, with heat, dust, sweat and danger from wild animals — from blood-sucking leeches to tigers."

The seed collectors' stories from the field often sounded like scenes from an Indiana Jones movie, Dempewolf added.

In Ecuador, during a group's fourth attempt to find an elusive type of wild rice, they had to wear shin-high plastic boots with metal tips to protect their legs from venomous snakes.

In Central America, collectors tracked down wild potatoes, beans, and rice.

In total, researcher collected 332 samples of wild rice from 12 countries.

They also collected 131 samples of nine different banana species found deep in the forests of Malaysia, Nepal, and Vietnam.

In the past, collectors could easily find wild bananas. Now, they have to venture deeper into the disappearing rainforests of southeast Asia and collect them before monkeys eat them.

The bananas we eat today are particularly vulnerable to disease outbreaks.

Since the 1940s, a fungus called Panama disease has destroyed countless banana plantations. In August, Colombian authorities declared a state of emergency after a strain of the disease arrived in the country.

According to Crop Trust scientists, the banana's wild cousins could help breeders develop varieties resistant to this fungus and other diseases, as well as drought. 

But some of the wild species that the scientists hoped to find are already gone.

Despite crop relatives' resilience, deforestation and urban development are cutting into wild plant species' habitats, causing extinctions.

In some Costa Rican fields, seed collectors had once found wild rice. Now those areas hold tilapia ponds or have been razed to make room for sugarcane plantations.

In the Maule region of Chile, a fire destroyed 4,000 hectares, including the habitat of a wild form of barley. Determined collectors only managed to collect one sample from that species.

But for the most part, the Crop Trust team succeeded in its quest.

The 4,644 samples collected include a carrot relative that grows well in salty water, an oat wild relative resistant to mildew, and the difficult-to-find wild variety of the Bambara groundnut.

The collected seed samples have been added to multiple banks around the world.

They are also now available to breeders and farmers everywhere.

Researchers at the University of California, Davis and other institutions are now working to cross-breed wild and domestic species.

Crossing wild relatives with their domesticated counterparts may help breeders develop new, resilient crop varieties that are better able to adapt to temperature extremes and climate unpredictability.

Morgan McFall-Johnsen contributed reporting.

• Google reorganized to become Alphabet in 2015, but the way the company is structured is still rather confusing.
• Alphabet is organized in two parts: Google and "Other Bets," which each house the various other parts of the company's business.
• On Tuesday, Google CEO Sundar Pichai also became CEO of Alphabet, and cofounder Larry Page stepped down. 
• Here's a breakdown of all the divisions under Alphabet. 
• Visit Business Insider's homepage for more stories.

It's been four years since Google blew up its entire corporate structure to form a new parent company: Alphabet.

The shake-up was intended to help all of its businesses operate more efficiently, a move former CEO Larry Page was working on for years as a secret project he called "Javelin."

This move also allowed Page to step back from day-to-day operations to "focus on the bigger picture."

Now, Alphabet is a massive corporation that encompasses everything from internet-beaming hot air balloons to self-driving cars to Google Cloud. As of Tuesday, Sundar Pichai is CEO of Google and Alphabet, although cofounders Larry Page and Sergey Brin will remain board members and hold controlling shares.

Here are all the companies and divisions within Google's parent company, Alphabet: 

SEE ALSO: Sundar Pichai is now the CEO of both Google and Alphabet. Here's his meteoric rise, in photos.

Google officially became Alphabet in October 2015, with the hope of allowing business units to operate independently and move faster. Google cofounder Larry Page was named the CEO of the umbrella company, Alphabet.

Alphabet is divided into two main units: Google and Other Bets. Other Bets is best known for its "moonshot" R&D unit, X, but it also houses several other companies. Let's start with the smaller companies under Other Bets.

Alphabet's Access division includes Google Fiber, which launched in Kansas City in 2012 and expanded to over 15 cities. Fiber offers extremely fast high-speed internet, TV, and phone service. It's billed as an alternative to traditional cable companies.

Source: Business Insider

But Alphabet has scaled back its bet on Fiber, halting expansion to new markets and eliminating hundreds of jobs. According to reports, it's due to "decreased interest from the founders." In February, Fiber left Louisville, Kentucky.

Source: Business Insider, CNBC,Fiber

Verily focuses on healthcare and disease prevention research. One of its first projects was smart contact lenses that can monitor a wearer's glucose levels, which has since been put on hold. Now, it's focusing on identifying diseases and improving user experience for patients.

Source: Verily, Bloomberg

Sidewalk Labs is an Alphabet company founded in 2015 to focus on urban innovation. Led by Dan Doctoroff, Sidewalk Labs aims to find new ways to improve cities through technology. The company is located in New York City's Hudson Yards redevelopment, and is also designing a neighborhood along Toronto's waterfront.

Source: Business Insider, Hudson Yards

Calico launched in 2013 with an ambitious goal: "cure death." The Alphabet-owned company has invested millions to develop drugs that could help prolong human life by fighting age-related diseases like cancer or Alzheimer's, and it has been collaborating with MIT's Broad Institute to study aging.

Source: Business Insider

GV is Alphabet's early-stage venture arm. Formerly known as Google Ventures, GV has more than $4.5 billion under management and has invested in more than 400 companies, including Uber, Lime, and Slack.

Source: Business Insider

Google Capital — now known as CapitalG — is Alphabet's growth equity investment fund. Its mission is purely financial returns, but unlike GV, CapitalG focuses on later-stage startups. Some of its investments include Airbnb, Glassdoor, and Thumbtack.

Source: Business Insider

The "think tank" division within Alphabet was spun off into a company called Jigsaw early in 2016. Led by Jared Cohen, Jigsaw uses technology to try to tackle geopolitical problems like online censorship, extremism, and harassment.

Source: Business Insider

DeepMind focuses on artificial intelligence research. Acquired in 2014 for $500 million, DeepMind has focused on adding artificial intelligence throughout Google products, including search. The DeepMind AI can also teach itself how to play arcade games and can play board games against humans.

Source: Business Insider

X is a secretive R&D lab, nicknamed Alphabet's moonshot factory. It's led by Astro Teller.

X has a long list wide-ranging projects, from its Everyday Robot Project to smart glasses to salt-based energy storage.

Some X projects have become full-fledged companies. Project Loon, a former X "moonshot" that is now an independent business, has a mission to bring web access to two-thirds of the world's population using internet-beaming hot air balloons.

Source: Business Insider, Business Insider

Waymo, Alphabet's self-driving car project, has labored for more than a decade to develop fully autonomous vehicles. While it began as a part of X, the self-driving car unit spun out into its own business in December 2016. Waymo partnered with Lyft on a self-driving ride service in the Phoenix area.

Source: Bloomberg, The Verge

Project Wing is also a company that originated inside X. The commercial drone delivery service made headlines in September 2016 when it flew Chipotle burritos to Virginia Tech students. Wing has had trouble though, such as accusations of harsh working conditions. The project's leader, Dave Vos, left the company in October 2016.

Read more:The alarming inside story of a failed Google acquisition, and an employee who was hospitalized

Source: Business Insider, Business Insider

Titan Aerospace was acquired by Google in 2014 and renamed Project Titan as part of X. Project Titan was charged with building solar-powered drones designed to fly nonstop for years and beam internet around the world. But the project was shuttered altogether in late 2016 with the remnants of it lumped in with Project Wing.

Source: Business Insider, Business Insider, 9to5Google

Makani, which develops airborne wind turbines, spun out from X in early 2019. It runs a test site in Hawaii.

Source: Financial Times

Up next: Google itself.

All of Alphabet's "traditional" products — like Chrome, the Pixel phone, Google Home, and Google Play — are still housed under Google, which is run by CEO Sundar Pichai.

Nest Labs built smart doorbells, thermostats, and other home devices, like outdoor security cameras. The company was acquired by what is now Alphabet in 2014, and in June 2016, CEO Tony Fadell stepped down. He was replaced by Marwan Fawaz. In February 2018, it was announced Nest would be folded back into Google's hardware unit.

Source: Business Insider

Google's hardware division was formed in 2016 when Google hired former Motorola president Rick Osterloh. Osterloh was put in charge of Pixel phones, Google Home, Chromebooks, and revamping Google Glass. Google Nest also falls under his purview now. Osterloh reports directly to Pichai.

Source: Business Insider

ATAP, which stands for Advanced Technology and Projects, is a secretive Google division that works on projects like Jacquard, which makes smart fabric; Soli, which uses radar for touchless gesture control; and Spotlight Stories, which creates short VR films. ATAP now falls under Osterloh's hardware division.

Source: Business Insider

Google Cloud is Google's cloud-computing platform that competes with Amazon Web Services and Microsoft Azure. The division is a major source of investment for Google right now. Diane Greene ran Google Cloud from 2015 to 2018 — she was replaced by former Oracle exec Thomas Kurian.

Source: Business Insider,Business Insider

Google Cloud houses G Suite, which includes Hangouts Meet, Calendar, Mail, Plus, Cloud Search, and Drive. According to Google, millions of businesses are now using the service.

Source: Google

Chronicle is a former X project that became a standalone Alphabet business. Its plan was to machine learning to help security teams prevent threats, but in June, it was folded into Google Cloud.

Source: Chronicle

YouTube was acquired in 2006 and remains a subsidiary of Google. The video-hosting site, run by Susan Wojcicki, has emerged as the world's No. 1 video-sharing site and the No. 2 most-visited site on the web. Analysts estimate that YouTube generates enormous revenue, but Alphabet has yet to reveal the service's financial performance.

Source: CNBC

Google's core product, web search, remains under the Google umbrella.

Google Maps is part of Google's core business and by 2016, had more than 1 billion monthly users.

Source: Business Insider

Google AdSense lets publishers earn money from online content, placing ads on publishers' webpages. Advertising drives the majority of revenue for Google.

And finally, there's Android: Google's mobile operating system. The company frequently rolls out new versions, which used to be named after different desserts, including KitKat, Lollipop, and Marshmallow. In 2019, Google rebranded Android 10, dropping the sugary names, and adding a new logo and color scheme. Apps, movies, music, and books for Android devices can be downloaded from Google's Play Store.

Source: Digital Trends

• High-quality compression socks provide firm pressure from the ankle to the upper calf, giving your legs the support they need during exercise, travel, long workdays, and many other situations.
• Compression socks squeeze the walls of the veins and leg tissues to help improve circulation and include the flow of the lymph fluids that bathe your legs' cells. These improvements lead to less leg fatigue, achiness, and swelling.
• The CEP Progressive+ Compression Run Socks 2.0 provide firm pressure without sagging through the course of the day, making them comfortable and effective.

Though they are often worn upon a doctor's advice, compression socks are available to anyone. Many people choose compression socks because they provide comfort during pregnancy, long days on your feet, a punishing workout, or travel. There is no downside to wearing them as long as you are comfortable.

Compression socks work by squeezing the walls of the veins and leg tissues to help blood work its way against gravity to the heart. In other words, they improve circulation. There are also gains in the flow of the lymph fluids that bathe your legs' cells. These improvements lead to less leg fatigue, achiness, and swelling.

The compression in the stockings is measured in millimeters of mercury (mm Hg). Specifically, the socks are rated based on blood pressure. The majority of compression socks either have a moderate pressure rating of 10 to 20 mm Hg or a firm rating of 20 to 30 mm Hg. None of the socks we reviewed are rated above 30 mm Hg, but there are specialty shops where you can find these if you need them. Graduated compression socks, the most common type, are tighter near the ankle than at the calf to avoid cutting off circulation.

Most compression socks are made from a blend of synthetic fabrics that provide a snug and stretchy fit. In the reviews that follow, we let you know what materials are used in the construction of the socks, but unless you have an issue with a specific material, you should let performance be your main guide in choosing the best compression socks.

There is a bit of a paradox associated with wearing compression socks. You may have purchased them to deal with leg swelling. Yet, this same swelling makes it hard for you to put them on. So, what can you do? There are countless resources on the web to help you out. Some tips we found helpful were to apply talcum powder or cornstarch to your feet before putting your socks on, wearing dishwashing gloves to get a better grip, and rolling the socks before you put them on so you can simply roll them up your legs.

While researching the best compression socks, we combed through hundreds of expert reviews and ratings of dozens of styles. Our guide features socks that provide great comfort, are relatively durable, and are attractive enough to wear in a variety of situations.

Here are the best compression socks you can buy:

• Best compression socks overall: CEP Progressive+ Compression Run Socks 2.0
• Best affordable compression socks: SB SOX Lite Compression Socks
• Best for circulation support:Sockwell Elevation Graduated Compression Socks
• Best for post-workout:Zensah Tech+ Compression Socks
• Best for standing all day:Sockwell Circulator Graduated Compression Socks
• Best patterned compression socks: Vim & Vigr Women's Graduated Compression Socks 

Updated on 12/04/2019 by Lisa Sabatini: Updated formatting, links, and prices.

The best compression socks overall

Whether you are a runner or just someone who wants to relieve lower leg ailments, the CEP Progressive+ Compression Run Socks 2.0 provide all-day comfort.

There are two main ways that the CEP Progressive+ Compression Run Socks 2.0 (available in men's and women's sizes) stand out from the other socks on our list. First, they offer unparalleled comfort. Secondly, they cost at least more than any other pair on our list.

Made of polyamide/nylon (60%), elastane (25%), and polypropylene (15%), the CEP socks offer precise 20-30mmHg graduated and consistent compression so they won't poop out on you as the day goes on.

The Progressive+ 2.0 Socks feature a halo top band that lands right below the knee. This keeps your socks in place, and the front ribbing allows air to flow through to cool your skin's surface. And per CEP's website, the company offers a six-month guarantee that you can wear the socks up to 150 times before the compression lessens.

Most of the expert reviews of the CEP Progressive+ Compression Run Socks 2.0 come from running websites. Coach Levi looked at the socks from a runner's perspective and found they did not significantly improve his performance and were less durable compared to non-compression socks. However, due to the comfort they afforded, he recommended them to people who suffer from shin splints, Achilles problems, or plantar fasciitis. The reviewer at Believe in the Run called them the most comfortable socks she's ever run in. And OutdoorGearLab and The Trial of Miles also recommended this pair.

Pros: Incredibly comfortable, thinner, doesn't sag over the course of the day

Cons: Expensive, sizing can be tricky so be sure to measure before ordering

The best affordable compression socks

The SB SOX Lite Compression Socks are the least expensive pair in our guide, yet they stay up and provide comfort for many wears.

Though the SB SOX Lite Compression Socksare about a fifth of the price of our top pick, they rival it in performance. These socks have a graduated compression rating of 15-20mmHg, which is slightly less than the CEP socks but still supplies sufficient compression for blood circulation.

The socks are made of breathable and lightweight spandex and nylon, which helps to wick away sweat and moisture from your feet. SB Sox come in 11 different colors, including Black/Gray, Black/Blue, Black/Pink, and Gray/Black. And, there are two sizes: S/M and L/XL.

Wirecutter recommended the SB Sox Lite Compression Socks as a good budget pair. Though they were thinner and lighter than the top picks, the reviewer liked that the SB Sox socks held up well through numerous wears and washes. Plus, they felt snug. They lost points because there were limited size and color options, and they were a bit long.

Pros: Inexpensive, relatively durable, snug fit

Cons: Only comes in two sizes

The best for circulation support

If you experience circulation problems due to chronic health issues, the Sockwell Elevation Graduated Compression Socks may be your best bet for achieving leg comfort.

The Sockwell Elevation Graduated Compression Socks (available in men's and women's sizes) are made in the United States using bamboo rayon (31%), merino wool (31%), stretch nylon (30%), and spandex (8%). This combination helps with moisture management, thermoregulation, and odor control.

These are one of the firmer pairs from Sockwell offering compression of 20-30mmHg. There are four zones of graduated compression beginning at the ankles and moving up. Since the compression starts at the ankles, the toes remain comfortable. There are four colors for men to choose from and eight in the women's style.

Wirecutter named the Sockwell Elevation Graduated Compression Socks as its top pick because they look nice, are lightweight but not too thin, and they bunched up less below the knee. However, she was turned off by the gender binary presented by having different designs for different genders. Also, the top of the socks started to warp after several washings and wears, but the tightness was not affected by this.

Another buyer tried a variety of different brands and found the Sockwell Elevation socks worked better than the cheaper alternatives because they provided the right amount of pressure in the right spots.

Pros: Lightweight, maintain their snugness all day long

Cons: Reports of the top of the socks warping over time, only comes in two sizes

The best for post-workout

After running countless miles, slipping on a pair of Zensah Tech+ Compression Socks can decrease soreness and help your muscles recover.

The Zensah Tech+ Compression Socks come in four sizes, which is helpful for ensuring you get the right fit. The appropriate sock size will give you the appropriate level of pressure. Constructed of 82% polyamide and 18% elastane, these socks feature ultra-zone ribbing which targets ankle and arch stabilization, which is ideal for runners with weaknesses in these areas.

The 200 needle count construction is designed to make the socks denser, durable, and reduce stretching over time. These socks come in 14 colors, including Black, Heather Grey, and Neon Pink.

The reviewer at Strength Running loved the Zensah Tech+ socks because of the just-right comfort cushioning on the bottom. He prefers to wear compression socks when recovering from a run rather than during the actual run. He found consistent tightness throughout the sock, though the reviewer would have preferred it if they were snugger.

OutdoorGearLab gave these socks 4 out of 5 stars and recommended them for those who are looking for comfortable compression socks for fitness, recovery, or standing for long periods. Testers found that these socks are sweat-wicking but do not dry quickly, so they are best worn in cooler weather.

Pros: Great for easing muscle soreness, cushioned bottom, durable, 4 sizes, 14 colors

Cons: May not be tight enough for your needs, long drying time

The best for standing all day

If you are a nurse, server, or work any other job that requires you to be on your feet for most of the day, give your lower legs a break with Sockwell Circulator Graduated Compression Socks.

The Sockwell Circulator Graduated Compression Sockshave a lot of the same features as our budget pick, the Sockwell Elevation socks. They both have four zones of graduated compression from the ankle on up, which keeps the toes feeling comfortable. Both are made of a combination of spandex, bamboo rayon, stretch nylon, and merino wool. But the main differences are that the Circulator socks have moderate compression (15-20mmHg) and cost a bit less.

The Circulator socks only come in two sizes, and there are nine colors to choose from, including Black Stripe, Charcoal, Black Solid, and Port.

Compression Design recommends the Sockwell Circulator Socks for their performance and comfort. The reviewer also noted that the socks tended not to retain any odor or moisture. However, they mentioned that this pair of socks may be best for people with shorter builds since they are not very long. Several sites specifically recommended these compression socks for nurses, including Nurse Theory and Top Best Seller Product.

Pros: Good for reducing foot and ankle swelling, incredibly comfortable, inexpensive

Cons: Concerns about durability, socks may only come up to mid-calf in taller people

The best patterned compression socks

Vim & Vigr combines form and function with its fashion-forward compression socks that you'll just love to be seen in.

Who says that compression socks can't be fashion statements? Certainly not the team at Vim & Vigr, who has been hard at work producing quality, aesthetically pleasing socks for men and women alike. With unique patterns and eye-catching colors, Vim & Vigr offerings combine innovative technology with interesting designs for both men and women.

First and foremost, Vim & Vigr compression socks work. After all, no amount of aesthetic creativity would be able to make up for compression socks that don't do much by way of compressing. Luckily, that's not the case with these pairs.

I'm particularly fond of Vim & Vigr's medical-grade compression level, which are designed with a Gradient Knitting Technology to help promote circulation in your calves. The socks feature a structured leg but a flexible toe and heel so that you're supported where you need it, but still able to move. These socks offer moderate to firm compression, with somewhere between 20 and 30 mmHG depending upon which style you choose.

Regardless of your selection, however, you'll find that Vim & Vigr helps to prevent swelling in your legs, and alleviates pain and achiness. I found that these socks were just as helpful during runs as they were during HIIT workouts — especially as the weather gets colder and circulation becomes increasingly important (but potentially hard to come by), Vim & Vigr helped to save my workout.

But really, what sets Vim & Vigr apart are its fun, unique designs. Not only are there a wide range of colors to choose from, but the brand also offers several interesting patterns that you'd be only too happy to strut around in. I'm a fan of the colorblock options, as well as Rugby Stripe pattern for men.

Vim & Vigr offers wide calf versions of all their socks for both men and women, so you don't have to be uncomfortable even when donning a tight pair of socks. And if you don't need medical-grade compression, you can always opt for the brand's moisture-wicking nylon material, or the remarkably warm merino wool composition. You could also check out Vim & Vigr sleeves, which compress your calves without encasing your feet. — Lulu Chang

Pros: Stylish, comfortable, available for both men and women

Cons: Can get expensive

• Insider spoke to interior designers to find out the biggest mistakes people make when designing and decorating a kitchen. 
• Sometimes one of the biggest mistakes is choosing colorful cabinets that are difficult and expensive to replace. 
•  Leaving a huge empty space above your cabinets can just lead to dust buildup.
• Visit Insider's homepage for more stories.

Kitchens are often one of the most-used rooms in a home, and when it comes to designing and decorating them, there are a few faux pas you may want to avoid.

Here are some of the biggest mistakes people make when designing and decorating a kitchen, according to experts. 

A poorly planned layout can lead to a dysfunctional and odd-looking kitchen.

Jessica Lagrange of Jessica Lagrange Interiors said that a strategic layout is crucial for the functionality and visual appeal of any kitchen design.

"The placement of appliances and cabinets is critical and must suit the way you prep, cook and clean," she told Insider. "It takes a lot of soul-searching and good organizational skills to figure out a kitchen layout, especially if it's for someone who entertains a lot."

When designing or renovating a kitchen, you might want to map out the space and all of your most-used appliances on a piece of paper first. 

Choosing colorful or low-quality cabinets can be an expensive mistake.

According to Lagrange, cabinets are usually the most expensive item in a kitchen and it's best to go with a versatile design that's both durable and easy to maintain.

After all, it's not exactly easy or affordable to replace boldly colored designs that haven't aged well. 

She also told Insider that when you're looking for a quality, durable cabinet set you should look beyond the price and examine the pieces themselves. 

"It's important to look for solid wood construction at least a 1/2-inch thick, mortise-and-tenon joinery, [and] well-finished surfaces, meaning no imperfections such as wood knots or bad sanding," Lagrange added. 

Not having lighting where you need can be both drab and dysfunctional.

Gail Barley, the principal designer at Gail Barley Interiors, told Insider that a kitchen can't be functional or live up to its full potential without proper lighting. 

"Inadequate lighting will cause frustration when trying to prep dinner every night," she said. "Make sure that you have multiple light sources to ensure appropriate light throughout the space."

A busy kitchen backsplash usually isn't timeless — and it can be expensive to replace.

Ami Austin, president of Ami Austin Interior Design LLC, told Insider that when it comes to a kitchen backsplash, "simple is always more elegant than a busy backsplash that distracts."

"A cohesive clean backsplash looks so much better and resonates so well over time for a timeless look. It also helps the resale value of the home," she said. 

Not adding art or color to your kitchen is a missed opportunity.

Kitchens probably aren't the first place you think about hanging art or a pair of curtains, but Austin said this shouldn't be the case. 

"I would look to add some art to the walls or beautiful window treatments to add color," she told Insider, explaining that this can elevate a kitchen's entire look. 

Having electrical outlets in impractical places can cause your countertops to be covered in wires and plugs.

Highlyann Krasnow, founder and creative director of The Design High, told Insider that most kitchens are designed with large appliances in mind, but not smaller ones.

"The smaller appliances people use, including the blender and toaster, are often forgotten about, leading to cluttered countertops with miscellaneous wires running to the nearest outlet," she said. 

Although it can be expensive, having outlets professionally moved might help your kitchen's functionality and aesthetic appeal in the long run.

Not having enough room to store your pots and pans can cause more visible clutter.

When you can't fit your large pots and pans in cabinets, Krasnow said you'll end up creating a "cluttered kitchen space" since they may end up being stored on top of your oven or on open shelves.

But if you're redoing your kitchen or starting from scratch, Krasnow told Insider that you can avoid this clutter by incorporating extra-large cabinets into your design.

If there are no renovation plans in your future, you can also try utilizing stylish-yet-functional pot-storage methods, like a hanging rack

Marble countertops aren't always worth splurging on.

Adriana Hoyos, principal designer and co-founder of Adriana Hoyos, told Insider that marble countertops are a great look, but they can stain easily from certain drinks and dyes. Marble can also erode quickly due to acidic ingredients, like vinegar or lemons. 

For more affordable and durable counters, she suggests going with synthetic materials or a stone, such as quartz or granite.

Leaving a huge empty space above your cabinets can just lead to dust buildup.

Hoyos said one noticeable mistake she sees clients make is leaving "a big space between kitchen cabinets and the ceiling."

"These spaces are hard to clean and serve no real purpose," she told Insider. "I'd recommend closing the space with a soffit."

A soffit is a decorative architectural feature than can help fill up the empty area in a more purposeful, appealing way.

Your kitchen's most important features should be arranged in a functional and appealing way.

Following some design fundamentals can make your kitchen both functional and visually appealing. 

"Washing, storage, and cooking should form a perfect triangle for efficiency and functionality in the kitchen," Hoyos told Insider.

Installing high-gloss white cabinets can take away the warmth in a kitchen.

Alessandra Wood, the vice president of style at Modsy, said even though white cabinets are popular, you should avoid the "high-gloss" look if you want a cozy space.

"While I love modern, streamlined looks, these cabinets can make a kitchen feel empty and take away the warmth often associated with the kitchen area," she explained.

Read More:

• Interior designers reveal the 10 decorating rules you should never break
• Interior designers reveal the 12 biggest mistakes people make when decorating a bedroom
• An interior designer reveals 13 of the best things to get at Dollar Tree this month
• Interior designers reveal the 10 biggest mistakes people make when decorating a living room

• Shoveling snow might not be much fun, but it need not be a loathsome burden, either. All you need is a great snow shovel to help you get the job done.
• The DMOS Alpha Shovel is our top pick because its serrated blade easily cuts into and lifts large blocks of snow and because the shovel disassembles and packs down small enough to fit in the trunk, in a closet, or even in a backpack.
  

Shoveling snow is a task few people enjoy, but with the right snow shovel, removing snow from your stoop, driveway, deck, and walkways need not be a daunting chore. With proper shoveling technique on your part, even a decent shovel will make the process faster and easier, while reducing the chance of injury.

According to one major study, an average of 11,500 injuries and emergencies related to snow shoveling were treated in US medical facilities between 1990 and 2006. Cardiac arrest was the main cause of death among snow-shoveling victims. When done improperly, snow shoveling can be hazardous for both adults and children, the study said. Lower back injuries were the most common.

And don't be fooled by the fluffy stuff: An average cubic foot of snow weighs approximately 62 pounds. If you have to remove a foot of snow on a 12-by-30-foot driveway (about 360 square feet), for example, that might involve moving as much as 22,300 pounds. You can see how so many people can injure themselves.

How to choose the right shovel

When choosing the best snow shovel for your property, first think about yourself. If you have any physical issues due to age, injury, or illness, then opt for a tool that uses wheels, focused leverage, or even a motor to help minimize the effort needed to move that snow. If you're healthy, a more traditional snow shovel might be fine, but you still need to consider the volume of snowfall you'll be facing and the terrain at hand.

Even a fit person can be overwhelmed by hours of shoveling and should consider an efficient tool, even if it costs more. Keep in mind that a bigger shovel is not always better — a shovel that's too wide for your narrow stoop might be counterproductive, for example.

Before snow falls, lay down some salt on the area you'd need to shovel to prevent ice from forming. If safe to do so, try to shovel during snowfall rather than waiting for it to accumulate toward the end.

Here are the best snow shovels you can buy:

• Best snow shovel overall: DMOS Alpha 2 Shovel
• Best ergonomic snow shovel: Snow Joe Shovelution Snow Shovel
• Best electric snow shovel: Toro Power Shovel Electric Snow Thrower
• Best small snow shovel: AAA Aluminum Sport Utility Shovel
• Best classic snow shovel: Suncast Snow Pusher Snow Shovel
• Best snow pusher: Manplow REV42 Revolution Snow Pusher

Updated on 12/4/2019 by Les Shu: Updated pricing, links, and formatting. Updated our overall recommendation to newer, improved model.

SEE ALSO: The best ice scrapers for your car to keep your windshield clean

The best snow shovel overall

When fully assembled, the collapsible DMOS Alpha 2 Shovel is as capable as any classic snow shovel, easily tossing scoop after scoop of snow. 

The DMOS Alpha 2 Shovel is a clever and capable tool that can help you move snow all day long, and then pack down small enough for storage in a cramped closet, on a garage shelf, in your car's trunk, or even in a bag. The secret here is that the shovel's handle is both collapsible and detachable. The shaft telescopes out to a generous 63 inches, giving taller users plenty of length for proper leverage, and it can be shortened down four times for users of differing heights.

When fully collapsed, the handle can be detached and stored within the shovel, creating a package small enough for easy storage and with the grip making it easy to carry around. As the Alpha is fabricated out of rugged but lightweight 6061 aluminum, it only weighs 4 pounds 6 ounces.

This is the newer version of the one I tested, the original Alpha. The Alpha 2 uses stronger aircraft-grade aluminum and it's a tad heavier, but it is otherwise similar to the original. As for performance, the Alpha is the best snow shovel I have ever used, and it's still one of my go-to shovels. The slender, serrated edge of the shovel's blade cuts into all sorts of snow with ease, lifting fresh powder, heavy slush, and icy chunks alike. The long handle makes lifting effortless and tosses large scoops of snow, while the all-metal construction ensures that the shaft won't bend or break and the scoop won't crack or buckle.

Though this shovel isn't cheap, the durable construction ensures it lasts for years.

Pros: Collapses for stowing, serrated blades cuts into packed snow, lightweight but rugged

Cons: Expensive

The best ergonomic snow shovel

The ingenious two-handle design of the Snow Joe Shovelution Shovel can reduce back strain by as much as 30% when compared to a traditional snow shovel and speed up the snow clearing process.

Lower back injuries make up the bulk of snow-removing injuries. With its Shovelution Shovel, Snow Joe created a unique design for reducing the strain that shoveling puts on the lower back.

It is essentially a regular snow shovel with a straight handle and an 18-inch shovel blade that's curved to help you collect loads of snow. But right above it, Snow Joe designers added another handle on a short, pivoting rod. This lower handle is spring-assisted, moving up and down in response to your shoving-motions and helping to counterbalance the weight of each shovel full of snow.

By keeping your lower hand well above the main shaft, the Shovelution Snow Shovel allows you to stand up straighter as you work, reducing the strain put on the back's lumbar region. The spring-action second handle also helps you fling aside that heavy snow with less effort and with reduced shock at the end of each toss, thereby further limiting the effects on your joints, muscles, and skeletal system. The second handle is a small addition that creates a major improvement.

Pros: Reduces back strain, speeds up snow-removal process, good price point

Cons: Initial use is awkward

The best electric snow shovel

The Toro Power Shovel Electric Snow Thrower can clear snowfall of up to a half-foot deep with a single pass, and you never even have to lift it off the ground.

I've used the Toro Power Shovel Electric Snow Thrower to move snow piles as high as 6 inches, off my driveway, stoop, and the sidewalk. This electric shovel can help you clear an area quickly and with much less effort than a traditional shovel requires. I also know firsthand, though, that with snow any deeper than that, or with snow that's particularly wet and heavy, this thing bogs down and loses efficacy rather quickly.

The Toro Power Shovel Electric Snow Thrower is perfect for people who live in areas prone to moderate snowstorms that come a few times per season. As noted, it can't really handle deeper snow. But for lighter precipitation, it clears the stuff right down to the pavement, pushing along easily without the strain that manual shoveling places on the knees, arms, and the back.

This electric shovel is best suited to mid-sized properties, as it tosses snow a distance of about twenty feet. If you have a large driveway or patio you want to clear, some of that snow is going to fall right back onto it. For clearing sidewalks, stoops, or smaller or medium-sized driveways, though, it's a great tool. The thrower cuts a 12-inch swath as it moves along, enabling most users to clear a 1,000 square foot area covered by four inches of snow in about 20 minutes.

Consumer Reports called the Toro Power Shovel Electric Snow Thrower lightweight and maneuverable but it came to the same conclusion that I did about handling wet snow.

Pros: Minimizes effort and backache, quickly clears shallower snowfall, lightweight

Cons: Can't handle deeper or wet/heavy snow

Check out our buying guide on the best snow blowers.

The best compact snow shovel

The Lifeline AAA Aluminum Sport Utility Shovel weighs less than 1.5 pounds and folds down to just over 2 feet long, making it perfect for storing in the trunk of a car.

Sometimes a snowstorm can happen out of nowhere. So, it's a good idea to keep the Lifeline AAA Aluminum Sport Utility Shovel around in your car or home.

This low-priced, compact, and multipurpose shovel can be stowed in the trunk, in a closet, or just about anywhere else. It's lightweight (approximately 1.3 pounds) and it can adjust from 25 to 32 inches in length, allowing for comfortable use by people of varied height. The blade is smaller than that of most traditional snow shovels, but it can still scoop up more than enough snow to clear the stoop and steps outside your home, to carve out a narrow footpath, and to help you dig your car out of the snow.

Pros: Compact size ideal for storage in car or closet, adjustable handle length, low price point

Cons: Too small for serious shoveling jobs

The best classic snow shovel

The Suncast Snow Pusher Snow Shovel isn't fancy, but it is effective. For the person who prefers a durable, functional tool over a newfangled, gimmicky product, this is the snow shovel to choose.

The Suncast Snow Pusher Snow Shovel doesn't have a unique, ergonomic handle design. It doesn't have wheels, a motor, or anything fancy. What this shovel does have is the ability to help you safely and comfortably move and toss hundreds of pounds of snow as quickly as you can.

The Suncast Snow Pusher Snow Shovel measures 51-inches long, giving you plenty of leverage as you lift it to toss away snow. The ribbed shaft improves hand-grip and is made with a steel core, so it won't bend even under the strain of wet, heavy snow.

The shovel blade has a protective galvanized metal strip across the edge and is fabricated from rugged polyethylene. The deep scoop of the shovel allows you to lift large volumes of snow with each heft, but the shovel can also be used to simply push lesser accumulations of snow off of a sidewalk or driveway.

Pros: Basic but reliable, long and sturdy handle, works as shovel or pusher

Cons: Blade catches easily on some surfaces

The best snow pusher

The extra-wide blade of the Manplow REV42 Revolution Snow Pusher can clear 42-inch swaths of sidewalk, driveway, patio, and more in a single pass.

The Manplow REV42 Revolution Snow Pusher is not technically a snow shovel — it's not designed to lift and toss scoops of snow. Instead, it is an extra-wide tool for clearing a 42-inch swath of snow in a single pass.

The broad polyethylene blade is designed not to damage the surface, so you can use the REV42 on cobblestone, brick, wood, etc, yet it's rugged enough to shove heavy loads of snow aside without bending your body.

For quickly clearing most driveways and walkways, it's hard to beat a big snow pusher like this. If the snow piles up more than 7 or 8 inches high, the REV42 becomes ineffective, as snow spills over the top of the blade.

That said, for most suburban homes or for clearing swaths of city sidewalk, the Manplow REV42 Revolution Snow Pusher is a great alternative to a more traditional shovel. And thanks to its clever reversible blade, it will serve you for years, too: When the edge of the pusher becomes too worn down and uneven to be effective, just remove the blade, flip it upside down, and enjoy a like-new snow tool.

Pros: Clears huge swath in one pass, reversible blade extends working life, will not damage terrain

Cons: Not effective with deep snow

• Unlike almost every other gifting occasion, White Elephant, Yankee Swap, and/or Nasty Christmas exchanges reward originality, humor, and risk-taking above all else. 
• Since you don't have hours to dive deep into the riches of the internet, I've collected 55 great White Elephant gifts under $50 for you.
• Check out all of our 2019 holiday gift ideas here.

When it comes to gift-swapping games like White Elephant, Yankee Swap, or Nasty Christmas, the master gifters must first forget everything they know about holiday gifting.

Gone are the gifts of cashmere scarves, Belgian chocolates, and those porcelain baby angel figurines Aunt Sharon collects. In their place, Ron Swanson's Pyramid of Greatness, cookbooks punctuated by expletives, life-size cardboard cut-outs of your face, T-shirts with record players engulfed in flame thanks to the devil's music, and door stoppers with "HODOR" emblazoned upon them. 

Gift swaps reward the niche, novel, and irreverent, with bonus points going to those who can check the boxes of funny and useful. So, below, we rounded up 55 gifts that are perfectly primed for this occasion, and, admittedly, perhaps no other.

The top 5 best gifts for White Elephant:

1. A Tile Mate with Replaceable Battery
2. A brownie pan that only makes edge pieces
3. A desk fan for the always-sweaty coworker
4. Beer-and-food-pairings guide towel
5. The Exploding Kittens Card Game

A parody cookbook

Fifty Shades of Chicken: A Parody in a Cookbook, available on Amazon, $11.99

Useful, funny, unexpected, and — dare we say it — provocative ... this spoof cookbook is one of the best conversation starters and White Elephant gifts under $15 you're likely to find. 

A funny meme-inspired card game for adults

What Do You Meme Game, available on Uncommon Goods, $30

What Do You Meme is the second wave of whatever Cards Against Humanity was — and it's really fun. 

An adult coloring book full of swear words

Maybe Swearing Will Help: Adult Coloring Book, available on Amazon, $7.99

Adult coloring has had a resurgence in recent years as a great de-stressor (Kate Middleton was one notable fan). But before then, humans used swearing as the next best thing. Why not pair the two together for a truly balanced catharsis?

A PopSocket Pickle Rick from "Rick and Morty"

PopSockets Pickle Rick Phone Stand, available on Groupon, $14.99

Know a fan of "Rick and Morty"? They will love this Pickle Rick PopSocket from one of the show's most recognizable episodes. 

A portrait of their best friend (who isn't you)

Custom Pet Portrait, available on Canvas Pop, from $39

If they're a pet parent, they'll love a unique portrait of their fur child. Canvas Pop lets you customize the print with fun color overlays so the portrait will really stand out in their living room 

A gift for their other best friend (that's you)

Three-Foot Customized Big Heads Cardboard Face Cutout, available on Amazon, from $44.99

Michael Scott once said that gifts were great because you can point to them and say "Hey, man, I love you this many dollars worth." This gift also says "I love you this huge." 

Porcelain dinner plates that celebrate the fact that beards feed themselves, like Venus Flytraps

Food In My Beard Face Plates. Set of Two, available on Uncommon Goods, $25

In a stroke of pure genius, "Food In My Beard Face Plates" were born. Have a friend who's got a Civil War, Lumberjack, or 19th-century Russian author beard that's known to take a few accidental morsels home with him? Say no more. 

Socks that mimic some of the most famous paintings in history

Chalier Famous Painting Socks, 4-Pack, available on Amazon, $9.99

Klimt, Van Gogh, Michelangelo, Da Vinci, Munch — the gangs all here. Whether they're an art buff or just love socks that are fun but still functional, these are a great $10 gift to tack on. 

A plug-in that lets them control the TV and lights from the couch without getting up

Kasa Smart WiFi Plug, available on Amazon, $13.99

Give the couch potato people what they want — and that's the ability to control the lights, TV, stereo, and other appliances without needing to get up from the comfortable spot they fell into. 

A 2020 calendar celebrating only the cringe-worthy awkwardness of timeless family photos

Awkward Family Photos 2020 Day-to-Day Calendar, available on Amazon, $12.03

Matching outfits, terrible stage direction, and a collection of 365 photos that will make you recoil in either recognition or secondhand embarrassment.

A punny breakfast spoon that works especially well for horror fans

Personalized Cereal Killer Spoon, available on Etsy, from $18

This spoon can be personalized with their name so it's well-suited for the true-crime or horror movie lovers in your life or anyone who just respects a good pun.

A Nicolas Cage activity book

"Snake Eyes: A Nicolas Cage Activity Book", available on Amazon, $10.69 

Join this Snake Eyes version of Nicolas Cage on puzzles, games, coloring pages, and "the best of times." 

A calendar of dog-shaming photos

Dog-Shaming 2020 Day-to-Day Calendar, available on Amazon, $11.44

Whether they also have a dog whose diet consists of chair legs, car keys, and their favorite pair of slippers, they'll get a kick out of this dog-shaming calendar. 

A saint candle with your friend's face on it — or their pet's

Custom Prayer Candle, available on Etsy, from $25

You tell your friends you love and respect them, but what have you done to prove it lately?

A gimmicky present they'll actually wind up using

Tweexy Wearable Nail Polish Bottle Holder, available on Amazon, $9.99

If you've ever painted your nails, you can sympathize with the hassle of finding a safe spot for an open bottle of gooey, brightly colored polish to hang out while you work. This $10 nail polish holder looks gimmicky, but it's actually useful. 

A kitchen towel that has a chart of beer and food pairings on it

Beer and Food Pairing Guide Towel, available on Uncommon Goods, $14

If they're the friend who will be brewing beer in their garage in a few months, urge along the process with this beer and food pairing towel. It'll give them great ideas for foods they may want to cook to complement beers they already have, or vice versa.

A book full of serious scientific answers to far-fetched hypothetical questions

"What If?: Serious Scientific Answers to Absurd Hypothetical Questions", available on Amazon, $11.49

Randall Munroe is best known for his cult-favorite stick-figure drawings about science, technology, language, and love. In this book, he gives fans serious scientific answers to the hypothetical questions people ask him. The hilarious answers are the results of stacks of declassified military research memos, differential equations, and interviews with nuclear reactor operators, and are accompanied by his signature comics.

A Game of Thrones cookbook with a foreword from George R.R. Martin

A Feast of Ice and Fire: The Official Game of Thrones Cookbook, available on Amazon, $20.44

For the Game of Thrones fan, nothing tops a cookbook with a foreword from George R.R. Martin and a bunch of recipes that bring feasts at Winterfell and lemon cake with Sansa Stark closer to reality. 

The Swanson Pyramid of Greatness

Culturenik Parks and Recreation Ron Swanson Pyramid Workplace Poster Print, available on Etsy, from $9.32

For those that already live by Swanson rules or would put "masonry" and "cabins" as fundamental building blocks in their life. 

A baking pan that makes edible cookie spoons

Cookie Spoon Pan, available on Uncommon Goods, $18

What's more fun than dipping cookies in milk? Replacing all the silverware in your home with cutlery made out of cookies like a second grader who became president for a day. 

A funny choose-your-own-adventure cookbook

What the F*@# Should I Make for Dinner?: The Answers to Lifes Everyday Question, available on Amazon, $9.37

This popular cookbook was derived from the website of the same name, and it's a choose-your-own-adventure book of 50 solid meal ideas for the nights when they have no clue what to make. 

A binge-watching survival kit for the deep Netflix rabbit holes

Pinch Provisions Binge-Watching Survival Kit, available on Barnes and Noble, $19.95

This binge-watching survival kit is especially perfect for the friend who's always complaining about the thinly-veiled disapproval in Netflix's "Are you still watching?" notification. 

A card game that has you anonymously answer the question "who's the most likely to..." out of your friends

The Voting Game Adult Card Game, available on Amazon, $29.95

This card game basically asks you to answer "who's the most likely to..." out of your friends, anonymously — perfect for the next low-key night or pregame. You may also want to check out "Who in the Room" or "Never Have I Ever" in card version. 

The best Game of Thrones fandom gift you're likely to find

Hodor Doorstop, available on Etsy, $16.20

No spoilers here, but your "Game of Thrones"-obsessed friends will probably consider this wooden block with a nonsensical word embossed upon it as one of the best gifts they get this year. 

A nothing-but-edge-pieces brownie baking pan

Baker's Edge Nonstick Brownie Pan, available on Amazon, $35.95

This is for the visionary who won't accept the limitations of a regular brownie pan. In a world of these, everyone wins. 

A punny and entirely functional umbrella

Raining Men Clear Bubble Dome Umbrella, available on Amaozn, $24.95

The perfect accessory for days when it's "raining men." 

A mug with a built-in basketball hoop

Giveback Mug with a Hoop, available on Uncommon Goods, $14.99

Turn hot chocolate with marshmallows or cereal into a game with this mug made by an eight-year-old kid-preneur. Plus, $5 of every purchase supports an online resource for parents of kids with learning disabilities. 

A Dr. Seuss parody reimagined for the working world

Oh, The Meetings You'll Go To!: A Parody, available on Amazon, $11.83

Laugh. Otherwise, you'll cry. 

A pie dish with a geeky pun baked right in

I eight sum pi dish, available on Uncommon Goods, $45

Do they love puns, math equations, and/or pie? This popular "I eight sum pi" dish is a great intersection of them all. 

A to-go sriracha sauce keychain for the hot sauce fiend

Sriracha Sauce Keychain, available on Amazon, $14.99

An eerily accurate poster

Coffee Talk Art Print, available on Society6, from $18.74

If they're never further than 45 feet from a coffee pot, they'll probably appreciate the gallows humor of this spot-on poster. 

A funny t-shirt that's perfect for fans of rock and roll

Devil's Music Sing-Along Classic T-Shirt, available on Redbubble, $17.36

Celebrate their love of rock and roll with a T-shirt dedicated to love of the devil's music, complete with a record player engulfed in flames. 

Ceramic takeout-inspired dishes

Take Out Wide Serving Bowl, available on CB2, $12.95

Perfect for the friend whose ideal night is staying in. Or the one who says they're five minutes away when they're really a mile deep inside a carton of lo mein. 

A tiny fan for the friend who logs 15 minutes per week complaining about the office's temperature

Fred & Friends Little Big Fan USB, available on Amazon, $12.54

For the perpetually overheated, grab a small fan they can plug into your computer or laptop for power. 

A Bob Ross Chia Pet

Chia Pet Bob Ross with Seed Pack, available on Amazon, $15.97

Just because they've never asked for a live plant in the shape of an angelic cultural giant doesn't mean they won't love growing one. 

Hilarious, NSFW stories from American history you didn't learn in school

The United States of Absurdity: Untold Stories from American History, available on Amazon, $11.99

From the creators of the podcast "The Dollop" comes the weird, hilarious, and true untold stories of American history — accompanied by full-page illustrations that bring each historical "milestone" to life. 

All the moods of Nicolas Cage on a t-shirt

Headline Shirts Nicholas Cage T-Shirt, available on Amazon, from $18

A national treasure in its own right. 

A hilarious NSFW card game you can play together

Cards Against Humanity: Red Box, available on Amazon, $20

Most people already have Cards Against Humanity, and this extended "Red Box" version comes with 300 fresh cards to add into the mix (230 white and 70 black). The company also notes that it "transforms your deck of Cards Against Humanity into a better bludgeoning weapon against home invaders." 

A cocktail recipe book that pairs good music with good drinks

Booze & Vinyl: A Spirited Guide to Great Music and Mixed Drinks, available on Amazon, $19.80

Combine two great pastimes into one with a guide of 70 albums from the '50s through the '00s, paired with an A-side and B-side cocktail for each one. They're organized by mood, so they'll know just what pairing to use.

A satire picture book on bringing kids to an art gallery

We Go to the Gallery, available on Amazon, $9.45

This parody of a 1960s children's book satirizes what it's like to bring kids to an art gallery — explaining contemporary art and existential dread with keywords displayed at the bottom. 

A mini waffle maker for tiny waffles

Mini Waffle Maker, available on Urban Outfitters, $16

This mini waffle maker is perfect for when they want to make a waffle just for them rather than a whole spread. 

A Tile Mate to ring their keys or phone wherever they lost them

Tile Mate with Replaceable Battery, available on Amazon, $18.49

For the friend that has invested far too much money in key duplicates. 

Abbi Jacobson's new book

I Might Regret This: Essays, Drawings, Vulnerabilities, and Other Stuff, available on Amazon, $15.39

This New York Times Bestseller comes from the co-creator and co-star of the hit series "Broad City"— and you can rest assured that if your friends have ever mentioned the show, they'll love this. 

A punny soap opera kitchen sponge holder

Peleg Design Scrubber Holder Soap Opera, available on Amazon, $14.99

Who doesn't love a good pun? Or cleaner sponges? 

A mini flip cup game

Mini Flip Cup Game, available on Uncommon Goods, $40

A good-natured drinking game with friends, but make it tiny. If you'd rather try your pointer finger at Mini Beer Pong, there's that too for $60. 

A funny cookbook made especially for hungover, demoralizing mornings

The Hungover Cookbook, available on Amazon, $8.93

This cookbook was built to handle hangovers — six types of them to be exact. Recipes are tailored to the specific hangover and are bookended by insights into hangover science, quizzes to see if you're maybe just still drunk, and witty jokes. 

A mind-blowing fusion of two beloved foods

Spangler Oreo Flavored Candy Canes, available on Amazon, $2.24

Oreo flavored candy canes — because once humans figured out how to make fire and penicillin, they just decided to have fun with it.

A device that stirs ingredients for you

Automatic Pan Stirrer with Timer, available on Uncommon Goods, $25

Like the wearable nail polish holder, this is another product that arguably shouldn't exist. And yet ... it's a great way to make sure everything is perfectly cooked, without hovering over the pan and stirring continually. Funny, weird, and — according to its 14 reviews and 4.8-stars — actually very useful.

A cute loose tea infuser shaped like an animal

Elephant Silicone Tea Infuser, available on Amazon, $7.40

Cute, functional, and can be paired with some great loose tea for a "more-is-more" gift. 

A Slothmas sweatshirt

RAISEVERN Unisex Funny Print Ugly Christmas Sweater, available on Amazon, from $15.99

Merry Slothmas to all and to all a 20-hour sleep cycle, goodnight.

An extremely fun board game that made Kickstarter history

Exploding Kittens is basically a highly strategic version of Russian roulette with a cat theme. It was the most-backed project in Kickstarter history, and this version is NSFW.

A crowd-pleasing gag gift mug

BigMouth Inc Toilet Mug, available on Amazon, $12.99

This ceramic gag gift mug has become a bit of a mainstay in the genre, and it holds up to 12 ounces of their favorite drink. 

A set of tumblers with the best advice from bad dogs

Bad Dog Wisdom Tumblers, available on Uncommon Goods, $35

A bad dog learns a few good tricks — like when to bluff, and when it's ok to ask for forgiveness instead of permission. 

A punny mug made by an independent artist

For Fox Sake Mug, available on Society6, from $12.74

For the friend who loves puns, has a penchant for swearing, or appreciates a nice ceramic mug that pretty much works like every other.

A microwavable popcorn popper

Microwave Popcorn Popper, available on Bed Bath & Beyond, $9.99

Load this microwavable popcorn maker up with kernels and pop it in the microwave for delicious popcorn without the hassle of actually doing the stovetop thing. 

Looking for more gift ideas? We've got you covered.

• Our master list of every gift guide you'll ever need
• 50 creative gift ideas under $25
• 50 thoughtful gift ideas under $50
• 76 clever gift ideas under $100
• 44 cool stocking stuffers on Amazon
• 26 affordable tech gifts under $25
• 51 thoughtful gifts for her, all under $50
• 65 cool gifts for him on Amazon

• Google cofounders Larry Page and Sergey Brin announced on December 3 that they're stepping down from their leadership roles at the search engine's parent company, Alphabet.
• Google is a global superpower worth nearly $900 billion, but it wasn't always that way.
• While Google is now ingrained in most people's daily lives, it got its start in a Stanford dorm room over 21 years ago. Below are 43 photos of Google's rise to world domination.
• Visit Business Insider's homepage for more stories.

More than 21 years after incorporating, Google is a global superpower. 

Google is not only the most-visited website in the world, but it also makes Android, the most popular operating system in the world, and Google Chrome, the most popular web browser. It operates at least 15 massive data centers worldwide.

However, Google wasn't always that way. What started as a mission to organize the world's information in a Stanford dorm room has bloomed into a massive public company, whose corporate structure was overhauled in 2015 to turn it into a business operating under the name Alphabet. 

With cofounders Larry Page and Sergey Brin's announcement they're stepping down from the company they built, Google CEO Sundar Pichai will become the head of both Google and Alphabet.

Here's a look at the more than 21-year history of Google, in photos:

SEE ALSO: TikTok issues public apology for suspending the account of the teen behind the viral Chinese takedown video disguised as a makeup tutorial

Google technically got its start in 1996, when two Stanford PhD students named Larry Page and Sergey Brin had the idea for "BackRub," a revolutionary search engine using a technology called "PageRank" that would rank web pages based on how many other web pages linked back to them.

Page and Brin's first office was actually their two Stanford dorm rooms. The "BackRub" name didn't last long, as they decided that a "googol"— the number one with a hundred zeroes after it — better reflected the amount of data they were trying to sift through. The slightly friendlier name "Google" was chosen for the fledgling company.

The first-ever Google server was built in a custom case made out of Legos and housed on the Stanford campus. At first, it was just at google.stanford.edu, but the Google.com domain name was registered on September 15th, 1997.

Eventually, Google drained too much of Stanford's bandwidth, and the IT department kicked them out. Page and Brin relocated the fledgling company in the garage of future Google employee and YouTube head Susan Wojcicki.

Around the same time they moved into the garage, Brin and Page got a crucial $100,000 seed investment from Sun Microsystems founder Andy Bechtolsheim. With funding in hand, Google officially incorporated 21 years ago in their garage headquarters on September 4th, 1998.

Google's first homepage was not much of a looker. Neither Page nor Brin had much expertise with the website programming language HTML, choosing to focus their efforts on the algorithms that made it run.

Not long after Google officially incorporated, the first-ever Google Doodle appeared in 1998 as a homage to Burning Man, the annual festival in the Nevada desert. Brin and Page were attending the festival, and wanted to let people know they weren't around to do damage control if the site broke.

In 1998, Page and Brin tapped Craig Silverstein, a fellow PhD candidate at Stanford, to be Google's first employee.

At this point, Google was running in a shared data center in Santa Clara, California. Larry Page talked the data center owner into giving Google a break on their bandwidth bills because most of the company's web traffic was inbound, and the data center's usual customers focused on pushing data out.

At one point in 1999, Google was almost acquired by Excite, a leading search engine at the time. Excite would have acquired Google for $750,000 in cash, Excite's then CEO George Bell has said. But the the deal fell through for reasons that are still debated, and Google continued on its own.

Page and Brin decided to make Google into a business, after all. In March of 1999, Google moved into its first-ever office at 165 University Avenue in Palo Alto — the same office building that housed companies like PayPal and Logitech.

Not long after, Google raised its first round of venture capital funding in the form of a $25 million investment from Kleiner Perkins Caufield and Byers and Sequoia Capital. That probably bought its developers a lot more beer.

Google debuted its AdWords product in late 2000, enabling businesses to buy ads related to search terms. By this point, Google was already rising in popularity as a search engine, so it had a steady revenue stream that kept it going through the dot-com burst that claimed so many startups.

Google's star was definitely on the rise, and Brin and Page were becoming rock stars in the tech community for succeeding where everybody else failed.

Around the time it started making money in 2000, Google adopted its famous, but unofficial, corporate philosophy: "Don't be evil." In a 2004 letter to shareholders, the cofounders wrote: "We believe strongly that in the long term, we will be better served — as shareholders and in all other ways — by a company that does good things for the world even if we forgo some short term gains."

Source: Alphabet

At investor Sequoia's urging, Brin and Page brought on Eric Schmidt as the company's first CEO in 2001, leaving the founders free to focus on Google's technology.

By this point, the Google team was growing out of its Palo Alto offices.

So in 2003, Google leased its now-famous Googleplex campus from ailing, old-school tech giant Silicon Graphics International. By 2006, Google was able to buy the Googleplex outright.

The Googleplex became a symbol of Silicon Valley success. Google worked hard to make it a little more whimsical than your average campus. The original main campus building is well-known for having a slide that connects the first two floors.

Plus, Google was the first big tech company to offer free meals to its employees. The Google cafeteria became the stuff of Silicon Valley legend.

It also has a famous dinosaur statue often covered in flamingos. Google employee rumor holds that it's a reminder to its employees to not go extinct.

On August 19th, 2004, Google had its initial public offering on the stock market, priced at $85 per share. Today, a share in Google costs $1,314.

On April 1st, 2004, Google announced a private beta for Gmail, an e-mail service. Because it was on April Fool's Day, the media and users all thought it was a prank at first.

After the IPO, Google set its sights on expanding past the search engine. From September to October, Google bought startups Keyhole, Where2, and ZipDash, which would go on to form the basis of Google Maps.

In 2005, Google bought a tiny startup that was making an operating system for digital cameras. It was called Android and was led by Andy Rubin.

In 2006, Google snapped up Upstartle, a company that made a popular web browser-based word processor called Writely. That one would go on to become Google Docs.

2006 also saw Google buy up YouTube, a brand-new video-sharing site that was founded by a bunch of ex-PayPal employees. Google paid $1.65 billion in stock for YouTube.

Google was getting bigger and bigger. In 2006, Google opened up its first wholly-owned and designed data center in The Dalles, Oregon, on the banks of the Columbia river.

Google has a history of squeezing out incredibly high levels of efficiency from its data centers with inventive new designs — a history that started at that first Oregon site.

Google was so popular by this point that "Googling" had become an acceptable word for "searching the Internet." In June of 2006, the verb "google" was added to the Merriam-Webster Dictionary.

In 2008, the HTC Dream hit the market. It was the first-ever Android smartphone that consumers could buy. Today, Google Android is the most popular operating system on the planet.

The year 2008 also saw Google introduce Google Chrome, a web browser that integrated tightly with Google's growing roster of web services. Google wanted to make sure that on every device, you keep using Google — and looking at Google ads.

In 2011, Schmidt stepped down as Google CEO, though he kept his title as executive chairman. He stuck around to advise Page and Brin, and Page became the new CEO of Google.

With its dominance in search all but locked down, Page's Google focused on some crazy, next-generation ideas. In 2010, Google announced that it was working on driverless cars that didn't require a human to operate.

In 2012, Google announced Google Glass, a wearable computer that would present information in your field of vision. The project was led by Brin, Google's director of special projects. Google Glass didn't catch on the way people hoped, but it made an impact.

In October 2015, Google shocked the world by completely shaking up its corporate structure. Google was turned into a wholly-owned subsidiary of Alphabet, a new parent company. Page became the CEO of Alphabet, and Brin was named president.

Source: Business Insider

Former Google Chrome head Sundar Pichai was named new Google's CEO, guiding the future of the newly-formed Alphabet's most important and profitable businesses — including the Google search engine and YouTube.

Pichai has overseen some of Google's most significant crises to date. Google came under fire for its role in facilitating the spread of misinformation during the 2016 presidential election, even as YouTube's algorithm was criticized for promoting conspiracy theories.

2018 was marked by turmoil within Google's walls, too. Google faced internal backlash after employees rebelled against Project Maven, a drone contract program with the Pentagon. Later, employees voiced their displeasure with Project Dragonfly, an initiative to bring a censored search product to China.

Read more about Project Maven here and about Project Dragonfly here from Business Insider.

A dramatic episode came in November 2018, when Google employees walked out en masse around the world to protest what they saw as the company's mishandling of sexual misconduct cases involving executives like Android creator Andy Rubin.

Read more about the Google Walkout here on Business Insider.

In November 2018, Pichai was asked to testify in front of the House Judiciary Committee, where he addressed accusations from conservative lawmakers that Google's search results are biased. Pichai denied such claims, saying: "I lead this company without political bias and work to ensure that our products continue to operate that way."

Only time will tell if Google — which powers 90% of internet searches in the US — will continue to dominate the way we find our information online.

In December 2019, Brin and Page announced they would be stepping down from their positions at Google's parent company. They are staying members of Alphabet's Board of Directors, and still control the company thanks to their super-voting shares. Pichai will take over to be CEO of both Google and Alphabet.

Source: Business Insider

• We ranked the most dominant athletes of the 2010s.
• We didn't use a formula, just a subjective ranking based on individual success and accolades, team success, and intangibles.
• Check out the 41 most dominant athletes of the decade below.
• Visit Business Insider's homepage for more stories.

With the end of the 2010s upon us, we've ranked the most dominant athletes of the decade.

What was most astonishing in making this list is the sheer number of athletes who have become fixtures at the top of their sports and just how consistent the world's best competitors have been — some of these stars on their second decade of dominance.

Whittling down this list to 41 athletes was no easy feat. We didn't use any formula. We followed a subjective method, judging domination on individual success and accolades, team success, and an intangible sense of influence and command over a sport.

Check out our list of the 41 most dominant athletes of the decade below:

Some honorable mentions (in no particular order): Max Scherzer, Kawhi Leonard, James Harden, Conor McGregor, Chloe Kim, Maya Moore, Alex Hannold, Gwen Jorgensen, Sebastian Vettel, Julio Jones, Manny Pacquiao, Allyson Felix, Alex Morgan, Megan Rapinoe.

Alan Dawson and Barnaby Lane contributed to this report.

41. Jimmie Johnson

NASCAR driver

Age: 44

How he dominated the decade: Johnson has been one of the most consistent drivers in NASCAR over the last two decades, even if he has slowed down in recent years, with Kyle Busch closing out the decade strong. Since 2010, Johnson has had 36 wins and 110 top-five finishes. His seven NASCAR Cup Series championships tie him for most all-time with Richard Petty and Dale Earnhardt. Johnson announced he would retire at the end of the 2020 season. — Scott Davis

40. Demetrious Johnson

MMA fighter

Age: 33

How he dominated the decade: Demetrious Johnson lacks the name value of athletes like Ronda Rousey or Conor McGregor, but while those two trailblazers were excellent for a brief window, the 33-year-old American wrestler has been dominant the entire decade. "Mighty Mouse" won the inaugural UFC flyweight championship in 2012, defended it 11 times, and is regarded by the UFC commentator Joe Rogan as the greatest mixed martial artist of all time. After losing the flyweight championship to Henry Cejudo in 2018, Johnson left UFC and moved to ONE Championship in Asia. In his third fight, he won the ONE Championship flyweight grand-prix. — Alan Dawson

39. Elena Delle Donne

WNBA forward

Age: 30

How she dominated the decade: Elena Delle Donne has been among the WNBA's brightest stars since she joined the league in 2013. Since then, she's been named to six All-Star teams and four All-WNBA First Teams, and she's only improved with time. 2019 was a banner year for the 6-foot-5 sharpshooter as she secured her first WNBA championship and second WNBA MVP award while becoming the first player in the league's 23-year history to join the esteemed 50-40-90 club. She'll start the next decade mining for gold at the Tokyo 2020 Olympics after having dominated the field with Team USA four years ago in Rio de Janeiro. — Meredith Cash

38. Mikaela Shiffrin

Alpine skier

Age: 24

How she dominated the decade: Shiffrin is already one of the most decorated alpine skiers of all-time, and she's not yet 25. She is already second all-time in World Cup wins, with 62, trailing only Lindsey Vonn's 82 wins. She also owns six World Championship medals and three Olympic medals, her first coming at Sochi 2014 when she became the youngest Olympic slalom champion in history. Often winning her races by large margins, there's a sense that the best is yet to come for Shiffrin, who is on pace to shatter records. — Scott Davis

37. Drew Brees

NFL quarterback

Age: 40

How he dominated the decade: From finishing high school with only two Division I scholarship offers to falling to the second round of the NFL draft, Drew Brees started as an underdog at every level of his playing career. His success in the pros didn't entirely kick in until he joined the New Orleans Saints as a free agent in 2006, but the rest is history. Since moving to the Big Easy, Brees has accrued more touchdowns, passing yards, and 300-yard games than any other quarterback in the NFL while leading the Saints to six playoff appearances in the decade. He also owns the league's career pass completions, career completion percentage, and career passing yards records, the latter of which he broke in 2018. To top it all off, Brees led the Saints to their first-ever Super Bowl victory in 2010 and earned MVP accolades for his efforts. — Meredith Cash

36. Chris Froome

Cyclist

Age: 34

How he dominated the decade: Froome has dominated in a sport where individual dominance is not common. Froome won the Tour de France four times (2013, 2015, 2016, and 2017), but had success elsewhere, too, winning the Vuelta a España twice (2011 and 2017) and the Giro d'Italia once (in 2018), completing one of the strongest two-year runs ever. He also owns two Olympic bronze medals. A crash early in 2019 ended his year, but he'll look to rebound in 2020. — Scott Davis

35. Jordan Spieth

Golfer

Age: 26

How he dominated the decade: Spieth's 2015 season remains one of the best in golf: five wins, two majors (U.S. Open and Masters), second in the PGA Championship, $10 million in PGA Tour winnings, and the PGA Tour Player of the Year. Spieth hasn't reached those Tiger-esque heights since, but it's not as if it's been all bad — he's had 15 top-three finishes and 30 top-10 finishes since 2016. A golfer renowned for his touch in an age of power, Spieth remains a threat in every tournament, even if he hasn't recaptured his 2015 magic. — Scott Davis

34. Marit Bjorgen

Cross-country skier

Age: 39

How she dominated the decade: In a sport as grueling as cross-country skiing, sustained greatness takes discipline, and through the past 10 years, Marit Bjørgen was unmatched in her field. Beginning in the 2010 season, Bjørgen never finished outside of the top five in the overall World Cup. Add in 15 Olympic medals, including eight golds, and it's clear that Bjørgen's decade was one for the history books. — Tyler Lauletta

33. Russell Wilson

NFL quarterback

Age: 31

How he dominated the decade: If not for Tom Brady's unprecedented run of success, we'd likely be discussing Russell Wilson as the most dominant player of his generation. Since entering the league in 2012, Wilson has started every game for the Seahawks, has never had a losing record with the team and led Seattle to its first Super Bowl win. With a consistent track record and a knack for saving his most miraculous plays for the most dramatic moments, there's no other quarterback quite like Wilson. — Tyler Lauletta

32. Patrick Kane

NHL wing

Age: 31

How he dominated the decade: The face of the Chicago Blackhawks' reign over the NHL, Patrick Kane has been a dominant force on the ice since he was drafted in 2007. He brought the Stanley Cup back to the Windy City in 2010, 2013, and 2015 but peaked during the 2016 season, when he won the Art Ross Trophy, Ted Lindsay Award, and Hart Memorial Trophy. That year, he was also named to the NHL's First All-Star Team — one of three times he's achieved the feat this decade. Kane has appeared in seven All-Star games since 2010, and his star is still burning as bright as ever, as he's made the list in each of the past five years. — Meredith Cash

31. Inbee Park

Golfer

Age: 31

How she dominated the decade: No woman has dominated the sport of golf quite like Inbee Park has over the past 10 years. The South Korean dynamo has held the top spot in the Women's World Golf Rankings on four separate occasions throughout the decade for a total of 106 weeks, or more than two years cumulatively. She's won seven major championships in her career, six of which came between 2013 and 2015. In 2013, she became the fourth player on the LPGA Tour to win three such tournaments in a calendar year. Park won the LPGA Championship in 2013, 2014, and 2015, becoming just the second women's golfer to win three consecutive championships. Add a Grand Slam and an Olympic gold medal to her resumé, and you'll understand why Park is often considered one of the best in the game. — Meredith Cash

30. Brooks Koepka

Golfer

Age: 29

How he dominated the decade: Brooks Koepka is only a few years into his reign of dominance, but he's winning the biggest tournaments his sport has to offer at a rate that is impossible to ignore. Beginning at the 2017 U.S. Open, Koepka went on a streak that saw him win three of six majors played. Since the start of 2018, he's competed in seven majors, won three of them, and finished in the top five three more times. In an individual sport, such a run is rare, but Koepka makes it look easy. — Tyler Lauletta

29. Mo Farah

Long-distance runner

Age: 36

How he dominated the decade: The greatest British distance runner and one of the best British athletes ever, Farah won back-to-back gold medals in the 5,000-meter and 10,000-meter at the 2012 and 2016 Olympics, becoming the second person ever to do so. He also took home six World Championship medals, four of them gold, from 2011-2017. In 2017, he switched to marathon running and set the British record at the 2018 London Marathon and then won the Chicago Marathon. He didn't perform as well in 2019, but he recently announced he wants to switch back to the track to compete at Tokyo 2020. — Scott Davis

28. Carli Lloyd

Soccer forward

Age: 37

How she dominated the decade: During the most dominant period in the US women's national team's history, Carli Lloyd has been arguably the most dominant player on the pitch. In this decade, the Delran, New Jersey, native has twice been named FIFA Player of the Year, won two FIFA Women's World Cup championships, and twice headlined the United States' Olympic roster. Throughout her international career, Lloyd has made more than 280 appearances for the USWNT, placing her third in caps and has accrued the fourth-most goals and seventh-most assists in the team's history. — Meredith Cash

27. Martin Fourcade

Biathlete

Age: 31

How he dominated the decade: While you might not know him by name, Martin Fourcade has dominated his sport like few others. The French biathlete won an astounding seven consecutive World Cups between 2012-2018, a stretch during which he never won less than seven races in a season. He won medals at three Olympics, including five golds, second only to Norway's Ole Einar Bjørndalen. — Tyler Lauletta

26. Canelo Alvarez

Boxer

Age: 29

How he dominated the decade: Saul "Canelo" Alvarez is a top-three consensus pound-for-pound athlete in boxing today, mostly thanks to his growing body of work. He has scored victories from junior middleweight, middleweight, super middleweight, and light heavyweight. At one point, Canelo held world titles in three different weight classes at the same time, in the late 2010s. The only blemish on his record is a 2013 defeat to Floyd Mayweather, but since then, he is unbeaten in 12 fights, winning 11 (six by knockout). Only 29, you can expect him to maintain that dominance for another five years yet, extending his current record of 53 wins even higher. — Alan Dawson

25. Marta

Soccer forward

Age: 33

How she dominated the decade: One of the best women's soccer stars to ever play the game, Marta became the first player of either gender to score in five different World Cups at the 2019 World Cup in France. Her 17 career World Cup goals are more than any man or woman in the sport's history. The Brazilian forward, dubbed "Pelé in skirts" by Pelé himself, played for various club teams in Sweden from 2012-2017 before joining the Orlando Pride and dominating the National Women's Soccer League (NWSL). — Meredith Cash

24. Rory McIlroy

Golfer

Age: 30

How he dominated the decade: Over the past 10 years, no golfer has been a more consistent presence at the top of the leaderboard than Rory McIlroy. With four major wins and 14 more top-10 finishes, McIlroy is regularly one of the highest-earning players in the sport and is a threat to take down any tournament in which he plays. Dating back to 2009, he's finished in the top 10 of at least one major every season. — Tyler Lauletta

23. Aaron Rodgers

NFL quarterback

Age: 36

How he dominated the decade: Rodgers authored some of the most stunning moments on the football field in the 2010s, from Hail Marys, to game-winning drives, to the type of unbelievable throws recreated in backyard football. Since 2010, Rodgers owns the best touchdown percentage, interception percentage, and passer rating among quarterbacks who have made at least 50 starts. Injuries and a lack of team success in recent years have taken some shine off of his legacy, but for most of the decade, Rodgers was in rare air: the type of player who could win his team a game each week because nobody else could top him. — Scott Davis

22. Kohei Uchimura

Gymnast

Age: 30

How he dominated the decade: Regarded as the greatest male gymnast ever, Uchimura has taken home seven Olympic medals and 21 world championship medals. Thirteen of those medals are golds. Injuries in 2018 ended his ten-year reign as the world all-around champion, which included two full Olympic cycles. Uchimura has been so dominant that when his streak ended, he said, "This gives me a sample of something I haven't tasted up to this point."— Scott Davis

21. Alex Ovechkin

NHL wing

Age: 34

How he dominated the decade: Alex Ovechkin has been the most dominant scorer on skates for years. Since 2010, he's led the NHL in goals seven times, and in 2018, led the Washington Capitals to their first Stanley Cup. — Tyler Lauletta

20. Katie Ledecky

Swimmer

Age: 22

How she dominated the decade: From 2012 to 2019, Ledecky has been almost untouchable in the pool, winning five Olympic golds, 14 world championship golds, and breaking her own world records over and over. The best freestyler in the world, it hasn't been an uncommon sight to see Ledecky win so handily that she was celebrating before the other swimmers even finished. The sports world eagerly awaits her performance at Tokyo 2020. — Scott Davis

19. Mike Trout

MLB center fielder

Age: 28

How he dominated the decade: Baseball is a summer-long slog that can break even the most brilliant athletes the sport has to offer, but for Mike Trout, every game is just another day at the office. Not a season has gone by since 2012 that Trout didn't lead the league in at least one major statistical category, be it runs, RBIs, slugging, or OBP.  In his eight full seasons in the majors, Trout has won three MVP awards and finished second in voting four more times. He's never been lower than fourth. — Tyler Lauletta

18. Stephen Curry

NBA guard

Age: 31

How he dominated the decade: Perhaps no other athlete affected their actual sport like Curry did in the 2010s. Curry has reshaped basketball as we know it, literally turning the game inside out. The threat of Curry pulling up from 30 feet and raining three-pointers revolutionized offenses and defenses in the NBA. In the process, Curry racked up quite a resume with the Golden State Warriors: three championships, two MVPs, the first-ever unanimous MVP, six All-Star selections, six All-NBA selections, and a then-record-breaking $201 million contract. It pays to change the game. — Scott Davis

17. Kevin Durant

NBA forward

Age: 31

How he dominated the decade: This decade saw Kevin Durant challenge for the title of the best player in the game. The 31-year-old became a two-time NBA champion and two-time Finals MVP with the Golden State Warriors, but he's dominated the league throughout the decade. Durant has been an NBA All-Star in every year since 2010 and has led the NBA in scoring during four seasons in that span. In 2013, Durant joined the illustrious 50-40-90 club, and in the following year, he was named the league's MVP. He's also won two Olympic gold medals with the United States national team. — Meredith Cash

16. Lewis Hamilton

Formula One driver

Age: 34

How he dominated the decade: One of the greatest drivers in the history of Formula 1, Lewis Hamilton is nearly impossible to catch on the track. Hamilton is a six-time world champion, having won five of the past six titles, and has never finished a season lower than fifth since joining F1 in 2007. — Tyler Lauletta

15. Novak Djokovic

Tennis player

Age: 32

How he dominated the decade: Djokovic's decade was a series of peaks and valleys, with the peaks ranking among the highest ever in tennis. In 2015, Djokovic ruled over the "Big Three," winning three slams and an astounding 11 titles. After a slump in 2017, he rebounded in 2018 by winning two more slams and reclaiming the world No. 1. He continued in 2019, winning the Australian Open and beating Roger Federer in a legendary duel at Wimbledon. Perhaps the hardest man to score on in tennis, Djokovic has won eight of the last 20 grand slams, and his age will give him a chance to break Federer's slams record. — Scott Davis

14. Usain Bolt

Sprinter

Age: 33

How he dominated the decade: The title of "Fastest Man Alive" is one of the most sought-after in all of sport, elevating its holder to something closer to a superhero than merely an athlete. For three straight Summer Olympics, Usain Bolt proved to the world that no one could move through space faster, taking home golds in the 100 meters, 200, and 4x100 in the 2012 and 2016 Olympics. No athlete has ever lived up to their name quite like him. — Tyler Lauletta

13. Floyd Mayweather

Boxer

Age: 42

How he dominated the decade: Canelo Alvarez and Manny Pacquiao may feature prominently in lists ranking the best boxers of the 2010s, but Floyd Mayweather has something they don't — higher-profile victories. Mayweather was not as active as his rivals, but still outclassed and dominated Canelo and Pacquiao, amongst others. He was rarely troubled, maintains one of the most impressive plus/minus Compubox records (punches landed against punches taken), and perfected the art of hit while not getting hit. Mayweather fought 10 times in the 2010s, eight of which were world title fights, and made a billion dollars in total career prize money. He bowed out of the sport in 2017, after carrying Conor McGregor 10 rounds. — Alan Dawson

12. Diana Taurasi

WNBA guard

Age: 37

How she dominated the decade: Diana Taurasi, dubbed "White Mamba" by Kobe Bryant, is widely considered the greatest basketball player in the women's game. In her 15 years with the Phoenix Mercury, Taurasi has won three WNBA championships, a league MVP award, two Finals MVP awards, and five scoring titles. She dominated the last 10 years at both the WNBA and international levels, earning two Olympic gold medals and three FIBA World Cups in addition to the 2014 WNBA championship and dual scoring titles in 2010 and 2011. Taurasi has been a WNBA All-Star and an All-WNBA First-Teamer five times this decade. And, in June of 2017, the shooting guard inked another line in the WNBA history books by becoming the league's all-time leading scorer. — Meredith Cash

11. Sidney Crosby

NHL center

Age:

How he dominated the decade: From 2009 to today, Crosby leads all NHL players in total points. It's a clean way of looking at perhaps the most well-rounded player in the game over the last decade. Crosby has numerous other individual accolades in that time — two Conn Smythe trophies, two Ted Lindsay trophies, and a Hart Memorial trophy. However, his team success has been just as great with two Stanley Cups and a playoff appearance each season. There hasn't been a more consistent force in hockey. — Scott Davis

10. Rafael Nadal

Tennis player

Age: 33

How he dominated the decade: In what will be remembered as the greatest stretch of men's tennis in the history of the sport, Rafael Nadal was an absolute force. Known as the "King of Clay," Nadal dominated at Roland-Garros, winning eight of the 10 French Open titles this decade. At 33, Nadal's reign is still going strong, having reached the final four of his past four Grand Slam appearances and entering the 2020 season as the reigning French Open and U.S, Open Champion. — Tyler Lauletta

9. Clayton Kershaw

MLB pitcher

Age: 31

How he dominated the decade: No player in baseball was more consistently infuriating to his opposition than Clayton Kershaw. At a position that almost demands a few momentary lapses due to sheer volume, Kershaw proved consistently unhittable, pitch after pitch, inning after inning, game after game. This decade, Kershaw won the NL MVP (2011), Cy Young three times (2011, 2013, 2014), finished in the top three in Cy Young voting three other times, and led the league in ERA five times. While he's yet to shake his postseason blues, Kershaw's decade-long reign as the best pitcher in baseball is unmatched. — Tyler Lauletta

8. Simone Biles

Gymnast

Age: 22

How she dominated the decade: Simone Biles has won 25 world medals in her career, more than any other gymnast in the history of the sport. With five Olympic medals to boot and more to come at Tokyo 2020, Biles has become the face of gymnastics. No athlete has commanded the throne of any sport in nearly as dominant a fashion as Biles, who regularly takes down her opponents by unprecedented margins. The Tokyo Olympics will undoubtedly serve as her victory lap as the greatest gymnast of all-time. — Meredith Cash

7. Cristiano Ronaldo

Soccer forward

Age: 34

How he dominated the decade: Cristiano Ronaldo plays soccer like he was built in a laboratory. Impossibly fast, imposingly strong, and with a right foot like a traction engine, the Portuguese international has been one of the sport's top two players alongside Lionel Messi over the past two decades. He's won everything there is to win in spells with Manchester United, Real Madrid, Juventus, and Portugal, including five Ballon d'Or awards, and a record four European Golden Shoes. At 34, he's still going strong, with no signs of slowing down any time soon. — Barnaby Lane

6. Michael Phelps

Swimmer

Age: 34

How he dominated the decade: For the average sports fan, Michael Phelps resurfaced every four years, but no other athlete shined in those spare moments as Phelps did. With a body practically designed for the sport, Phelps dominated the 2012 and 2016 Olympics, racking up an astounding 12 medals, nine of which were golds. Phelps briefly retired mid-decade, then took a break following a DUI arrest, but returned to the pool for Rio 2016 and set an Olympic medal record. A fitting swan song — unless he has something left in the tank for Tokyo 2020. — Scott Davis

5. Lionel Messi

Soccer striker

Age: 32

How he dominated the decade: Lionel Messi is the most celebrated soccer player of the modern generation, if not all time. The Argentine magician has dazzled fans across the world for the past 15 years while playing for FC Barcelona and his country — a period in which he's scored an astonishing 575 goals and won 23 major honors. Accolades and eye for goal aside, to quote former England star Ray Hudson: "They say all men are equal in god's eyes. This player makes you seriously think about those words."— Barnaby Lane

4. Roger Federer

Tennis player

Age: 38

How he dominated the decade: Many athletes dominate with force; Roger Federer dominates with grace. Every serve, return, and movement seems so effortless with Federer, even as he's aged well past the point when many tennis players can compete for titles. But the ease with which Federer plays on the court belies a fiery competitiveness that has allowed him to stake his claim as the greatest men's tennis player ever: five slams this decade, 42 titles since 2010, and a record 20 slams overall. If Federer has lost a step as he enters his third decade as a pro, it hardly shows. — Scott Davis

3. Tom Brady

NFL quarterback

Age: 42

How he dominated the decade: Since 2010, only three teams in the NFL have not played in the Wild Card round of the playoffs — the Browns, Buccaneers, and New England Patriots. Tom Brady's dominance has broken the sport — NFL dynasties are supposed to be fleeting, but somehow the Patriots have now reached two decades as the de facto best team in football. At 42 years old, it's doubtful Brady has another decade of production left in him, but he'll go down in history as the best to ever play the game. — Tyler Lauletta

2. Serena Williams

Tennis player

Age: 38

How she dominated the decade: The greatest tennis player in the history of the game, Serena Williams has won 23 Grand Slam titles in her career — more than any man or woman to step on the court. Additionally, Williams has won 14 women's doubles and two mixed doubles Grand Slams in her career. She's been ranked No. 1 by the World Tennis Association on eight separate occasions and tied Steffi Graf's record-setting 186-week run in the top spot from February 2013 to September 2016. Her final major win — the 2017 Australian Open — came while she was pregnant with her daughter, Olympia. Since making her return the following year, Williams has appeared in both the Wimbledon and US Open finals on two occasions, but lost in all four showings. She has twice been the reigning champion of all the major tournaments at the same time, otherwise known as the "Serena Slam."— Meredith Cash

1. LeBron James

NBA forward

Age: 34

How he dominated the decade: LeBron James' decade-defining achievement was a run of eight straight Finals appearances, with three championships, highlighted by a 3-1 comeback over the Golden State Warriors to bring Cleveland one of the most meaningful titles in sports history. Along the way, James became the most consistent force in basketball, a 6-foot-8 blend of power and grace, able to bend each game to his will. Basketball historians will one day marvel at the fact that James, from 2009-10 to 2019-20, averaged remarkable 26.9 points, 7.7 rebounds, and 7.7 assists per game, a stat line that is unmatched by any other player in that span, yet still undersells James' impact.

He rang in the 2010s with his shocking "Decision" to join the Miami Heat, creating an era of player empowerment that still resonates today. He has changed teams twice since, played on unprecedented year-to-year contracts to maximize his earnings, and become a force unto himself in sports, both on and off the court. Perhaps most remarkably, James, turning 35 in late December, enters the 2020s in near-peak form, with the ability to add more to his legacy. — Scott Davis

• Peloton has stumbled into a PR crisis over a holiday commercial that critics called clueless, classist, and sexist.
• The company lost nearly a billion dollars in market value in one day this week, though Peloton said its stock price tumble was not caused by the ad backlash.
• In a confidential brand positioning deck obtained by Business Insider, Peloton said it would not use any "cheesy ads" or "before and afters," two things the ad was criticized for.
• The deck describes Peloton's target customer and the challenges of selling a premium product to a middle-class audience.
• It also says Peloton ads should make users feel empowered and tech savvy while emphasizing their membership in an exclusive community.
• Click here for more BI Prime stories.

Buzzy startup Peloton is in the middle of a PR crisis over a TV ad that was ridiculed on social media as clueless, classist, and sexist.

The ad, "The Gift of Peloton," depicts a slim woman getting a stationary bike for Christmas, spending twelve months documenting her own fitness progress, then showing the results to her partner.

After the ad backlash, the company saw nearly a billion dollars in market value wiped out in a single day as its stock value dropped by more than 9%.

But in an internal brand positioning deck obtained by Business Insider shown below, Peloton said it would avoid some of the same things that critics attacked the holiday campaign for.

The deck, dated May 2018, serves as internal guidance and was also sent to ad agencies that were competing for the company's business.

Peloton says it wouldn't do 'snobby' or 'aggressive' marketing as it tries to grow beyond its wealthy core audience

The slides include detailed definitions of Peloton's brand values and target audience in addition to creative guidelines for its advertising campaigns.

For example, one slide states that Peloton is not "snobby" or "aggressive" in its messaging. Another says that it is "not a gimmicky fitness brand" and that it will not talk down to consumers or include any "cheesy ads" or "before and afters," a common health marketing tactic of showing people's achieving their weight loss goals.

Critics claimed that the ad appealed only to an upper-class audience based on the home and people depicted in the spot. They also mocked the ad's use of a mid-'90s pop song and the woman constantly filming herself; multiple memes depicted her imprisoned in her own home. As for the before-and-after aspect, the woman tells her partner at the end of the ad, "A year ago, I didn't realize how much this would change me."

Yet the Peloton deck states that households in its target audience make, on average, $100,000 to $150,000 or more per year, and spend at least $150 on fitness each month.

The deck also calls Peloton "premium," stating that ads should focus on the "innovative design" of the spin bike itself to make users feel like members of a "tech savvy" community.

The brand defends its much-derided holiday ad, disputing claims the controversy led to a 9% stock price drop

Yesterday, Peloton defended the holiday ad to The New York Times, countering rumors that it would stop running amid the controversy. They also disputed speculation that the stock hit was related to press coverage of the campaign.

Peloton told CNBC that the ad was "created to celebrate [a] fitness and wellness journey" and that it was "misinterpreted"

Peloton and Mekanism, the agency that made the ad, didn't respond to requests for comment.

Ad measurement platform iSpot estimated Peloton spent more than $14 million on placements for the holiday ad alone over the past month. It continues to air on broadcast TV and all major digital platforms, and despite the negative press over the ad, iSpot describes sentiments regarding the ad as "65% positive." And as part of a rapid growth plan, the company more than doubled its sales and marketing budget this year to more than $320 million.

SEE ALSO: Peloton, the fitness startup with a cultlike following, could go public at an $8 billion valuation. Insiders reveal why its business seems set to explode.

• Giving gifts is wonderful and wrapping them up in lovely paper is half the fun. We've rounded up the best wrapping paper, including holiday gift wrap, and supplies you can buy online.
• We think Target has the best selection of wrapping paper for the most reasonable price, but we also love the gift wrap from the Paper Source, Hallmark, The Container Store, World Market, and Brown Kraft Paper.

Gift giving takes place throughout the entire year to mark holidays and special occasions alike. To many people, one of the best parts of buying gifts is wrapping them up in gorgeous wrapping paper with ribbons, bows, and fancy tags.

Gift wrap adds a layer of beauty and anticipation to every gift, and let's face it, tearing through the paper to find the treasure inside is simply delightful.

We love wrapping gifts as much as we love giving them, so we've rounded up the best wrapping paper and wrapping supplies you can buy.

Whether you want wrapping paper, gift bags, gift boxes, or the accessories that go on top of wrapping paper, we have a pick for you. We've also included the tape and scissors you'll need to wrap all those presents.

Here are the best wrapping paper and gift-wrapping supplies:

• Best wrapping paper overall: Target
• Best high-end wrapping paper: Paper Source
• Best affordable wrapping paper bundles: Hallmark
• Best classy wrapping paper: The Container Store
• Best off-beat wrapping paper: World Market
• Best recycled wrapping paper: Brown Kraft Paper
• Best scissors: Fiskars Scissors
• Best utility knife:  Stanley Classic Utility Knife
• Best tape for wrapping gifts: Scotch Magic Tape

Updated on 12/04/2019 by Lisa Sabatini: Updated pricing, links, and formatting. 

The best wrapping paper overall

Target has tons of wrapping paper, gift bags, gift boxes, tags, and other wrapping supplies in fun patterns for a great price.

If you want a huge selection of wrapping paper and wrapping supplies to choose from, check out Target. No matter what time of year you need to wrap a gift, Target has a wrapping paper for your needs. Its holiday wrapping shop is incredible, too. You can find just about any pattern you want from fun, silly patterns to classic designs and gift wrap for kids.

You can refine results on Target's website by holiday and occasion, as well as brand to quickly find the best options for your needs.

Well-known brands like Papyrus, Minted, American Greetings, Hallmark, and so on sell wrapping paper and supplies at Target, too. 

In addition to wrapping paper, you'll find tons of gift bags, gift boxes, tags, bows, ribbons, and other wrapping supplies. 

Pros: Huge selection, fun patterns, classic designs, wrapping supplies of all kinds, options for other holidays and events

Cons: Not all are eco-friendly 

The best high-end wrapping paper

Paper Source has everything you need to wrap a gift, including gorgeous wrapping paper, gift bags, gift boxes, tissue paper, and cards galore.

If you care about the presentation of your gifts, you'll love the Paper Source's wide selection of artful wrapping paper and wrapping supplies. You can find everything from classic holiday prints and fun playful designs, to gift wrap that will work for any season.

The company also makes gift boxes and gift bags, so if you hate wrapping presents, you don't actually have to wrap them at all. You'll also find lovely tissue paper, cards, and other decorating supplies like tags, bows, and ribbons.

You don't have to worry about the paper ripping mid-wrap or the tissue paper disintegrating as you remove it from the package — Everything from Paper Source is of the highest quality.

If you're worried about the environment and you care where your gift wrap comes from, you can feel pretty good about shopping at Paper Source. The company uses 30% recycled paper in its solid color papers, partners with sustainable forestry mills, uses recycled materials to make many of its cards, avoids chlorine, recycles ink and all paper scraps, and other eco-friendly practices.

The gift wrapping, boxes, and other supplies are made using high-quality materials, but you can expect to pay a premium for them.

Pros: Great selection of designs; gift wrap, bags, boxes, tags, ribbons, etc. are all sold here; well made; eco-friendly practices

Cons: Expensive

The best affordable wrapping paper bundles

Hallmark is a famous card company that makes affordable wrapping paper bundles that come with everything you need to wrap a gift, including the paper, tags, ribbons, gift bags, and more.

If you have a lot of gifts to wrap, you may not want to spend a lot of money on expensive wrapping paper. Hallmark has very affordable gift wrap bundles that come with everything you need to wrap presents, including the wrapping paper, gift bags, and tags. You can also get the piece separately for good prices.

Hallmark's gift wrap comes in tons of colors, patterns, and styles. You can find fun, festive snowmen beside classic, stately stripes and solid colors. Snoopy and other characters also pop up on certain gift bags in Hallmark's collection.

Single rolls of wrapping paper cost less than ten dollars, and a bundle with 3 rolls of wrapping paper, 10 gift bags, and 32 gift tag stickers costs between twenty and thirty dollars. The bundle is a fantastic deal for people on a budget with a great deal of wrapping ahead of them.

If you're worried that affordable prices also means bad environmental practices, don't be — Hallmark says its "gifting supplies are made with paper from well-managed forests," and "wrapping paper is made in the USA with European paper." It may not be recycled paper, but at least it comes from a relatively responsible source.

Pros: Affordable, bundles are a great deal, fun prints, classic designs, good variety, well made, accessories available

Cons: Not as eco-friendly as some options

The best classic wrapping paper

The Container Store has a nice selection of classic wrapping paper designs for a decent price that's not super expensive.

You won't find cheesy or funny wrapping paper at The Container Store, but you will find classic, simple designs on the store's wrapping paper, gift bags, gift boxes, and tags. The prices are fairly reasonable, though not dirt cheap, but the quality is unquestionable.

If you're looking for a good deal, you can get a set of three wrapping paper rolls for $10. There are also sets of gift bags, sets of ribbons, sets of tags, and other wrapping supplies.

The Container Store also makes it easy to have your wrapping paper match your gift bags, boxes, tags, ribbons, and bows. When you click on any wrapping paper, the store also shows you other related gift wrapping supplies that match the patterns and color schemes.

Pros: Classic designs, good selection of wrapping paper, gift bags and boxes, nice tags and bows

Cons: Can be pricey, not as eco-friendly as some

The best off-beat wrapping paper

If you want fun, off-beat wrapping paper and supplies with an international feel, World Market has you covered.

After a while, you might get sick of reindeer, snowmen, Santas, candy cane stripes, and other typical patterns. If you've reached that point and you want to try something new, World Market has some unique wrapping papers that have Scandinavian gnomes, cactus plants, llamas, paisley patterns, and more.

You can, of course, find Santa, reindeer, gingerbread men, and other classic holiday-themed designs if you want them, and even those have a unique look. In addition to wrapping paper, you'll also find gift bags, tags, and other wrapping supplies.

And, everything is fairly reasonably priced, too.

Pros: Fun patterns, international flair, decent prices, unique selection, lots  of choices

Cons: Not as eco-friendly as some

The best eco-friendly wrapping paper

Brown Kraft Paper is the ultimate eco-friendly choice for wrapping paper because it's made from 100% recycled paper.

If the thought of thousands upon thousands of trees dying for the sake of producing wrapping paper that most people just discard and don't recycle happens to break your heart, consider an eco-friendly alternative: 100% recycled Brown Kraft Paper.

Yes, it's brown and plain, but this Kraft paper is sturdy, affordable, eco-friendly, and definitely not see-through like cheap gift wrap often is, so it's perfect for wrapping presents. It will also last you a long time and is multi-purpose. Need to pack a box full so objects inside don't bounce around? Brown paper is the answer. 

If you're the artsy type, you can also customize the brown paper by drawing designs on it, layering other colored papers, or by adding cute ribbons and string.

Pros: 100% recycled paper, you get a lot of paper for the price, sturdy paper won't rip, you can personalize it

Cons: It's only brown and therefore plain

The best scissors and utility knife for gift wrapping

Fiskars' scissors and Stanley's utility knife are the best cutting tools you can buy for wrapping gifts.

When it comes to wrapping gifts, you need good scissors and a sharp utility knife at hand. Fiskars makes the best scissors you can buy for just about any task, and its everyday scissors are a great buy. You can use them for cutting wrapping paper easily, thanks to their soft grip handle and sharp blades.

Stanley's Utility Knife cuts perfect straight lines easily and produces clean cuts. The blade retracts for safety, but it is sharp, so keep it away from young kids.

Pros: Both cut well, utility knife is great for clean cuts, high quality, affordable, multiple uses

Cons: None

The best tape for gift wrapping

Scotch Magic Tape is strong, cuts well, and blends right into wrapping paper as you flatten it out.

No gift wrapping station is complete without Scotch Magic Tape. The tape goes on clear and matte, so it blends right into your wrapping paper. It's a strong tape and it cuts well.

If you've ever tried to buy cheap tape from another brand and been disappointed, you know why we're recommending Scotch tape here. It's simply the best for wrapping gifts.

Besides, this 6-pack of Scotch tape is very affordable and it will last you through several gift-wrapping seasons.

Pros: 6-pack, good price, clear tape, matte finish, blends in, cuts well, strong tape

Cons: None

Check out our guide to the best holiday cards you can buy

The best holiday cards you can buy

Holiday cards are a great way to spread the love to your family and friends this holiday season, so we've rounded up the best places to buy cards online.

We've made sure every pick in our guide has great options for whichever holiday you celebrate. We also looked at desirable criteria like designs, customization options, print quality, paper quality, cost, ease of ordering, speed, and extra services. All the cards we picked can be ordered online and sent via good old-fashioned snail mail.

Here are the best holiday cards:

• Best holiday cards overall: Simply to Impress
• Best full-service cards: Minted
• Best budget holiday cards: Amazon Prints
• Best unique holiday cards: Etsy
• Best photo quality custom cards: Artifact Uprising

• I recently had to fix a small dent and some scrapes on my Toyota RAV4.
• I took a pass on the dent, but I handled the scrapes and a slightly more serious problem using a $6 roll of tape.
• Minor vehicle repairs such as this are easy and can buy you some time before dealing with a costly trip to the body shop.
• Sign up for Business Insider's transportation newsletter, Shifting Gears, to get more stories like this in your inbox.
• Visit Business Insider's homepage for more stories.

A few weeks ago, my Toyota RAV4 hybrid endured an indignity. A very low-speed collision put a dent and a scrape in its rear bumper.

Nothing to panic about. Minor impacts are pretty common, and the damage was minimal. 

But it was still noticeable, and the bumper panel was slightly detached from the rest of the body, as well as being scraped. With winter coming, I decided that although I didn't really want to fully repair the damage — a new bumper would be required, and with paint and body work I was looking at a few hundred bucks minimum — I wanted to tidy up the impact.

Minor repairs such as these are easy and worthwhile, as I've already demonstrated by fixing a few scratches on my beloved Toyota Prius.

Here's how I used a $6 roll of tape to solve my problem:

Dang! That's a decent little dent in the rear bumper of my Toyota RAV4 hybrid.

As you can see, I have a dent, a slight crack, some scuffs, and a section of the bumper that's detaching.

Not to worry. I've fixed scratches on my other car, a Prius. That time, I matched the paint. But because the damage is worse on my RAV4, and the vehicle is black, I could use another technique.

Read all about how I fixed blemishes on the Prius.

Gorilla Tape to the rescue!

A roll cost me $6 at AutoZone. Gorilla Tape is stickier than duct tape, which I've used before to fix my cars.

This isn't going to be a serious repair — just enough to hold by bumper together for a few months. I also have to deal with that damage to the trim down by the exhaust pipe. And I'm not going to worry about that dent.

First step: I cleaned the area so that the tape can stick well to the surface.

Step 2: I secured the problem area so that I could pull it flush with a second layer of tape.

I continued to the area above the dent.

Step 3: I applied larger pieces of tape in sections, so I could get a good, tight seal.

Mission accomplished! The bumper should now remain attached.

Step 4: Cover the scuffs and scrapes.

Now I'll deal with this tricky bit. I don't think the tape is going to adhere to the finish all that well, but I'm gonna do my best.

Repair complete!

It's far from perfect, but at least the damage won't get any worse!

Don't be afraid to tackle these minor repair jobs! They're simple, cheap, and they can help you keep your car on the road when damage is minor.

• The Tesla Cybertruck is made of stainless steel.
• Nobody has made a stainless-steel vehicle since DeLorean in the early 1980s.
• There's are some interesting similarities between both vehicles and John DeLorean and Elon Musk.
• But the Cybertruck and the DeLorean are also quite different.
• Sign up for Business Insider's transportation newsletter, Shifting Gears, to get more stories like this in your inbox.
• Visit Business Insider's homepage for more stories.

With the exception of a few one-off promotional cars, the auto industry has never used stainless steel to manufacture vehicles.

With two notable exceptions: the DMC DeLorean, made from 1981-1983; and the newly unveiled Tesla Cybertruck, which could go into production in 2022. 

A stainless gulf of numerous decades separates these vehicles, raising the question of why undeniably durable stainless hasn't displaced good-old-fashioned regular steel.

For DeLorean, the stainless proposition was that scratches could be easily buffed out, but of course the car's shimmering skin was marketing.

For Tesla, marketing is also a factor, although the company's sibling, SpaceX, has been developing new stainless applications for its spacecraft.

As a practical matter, no automakers use stainless to build cars these days, so there's no supply chain on any magnitude.

While the CyberTruck and the DeLorean have one big thing in common, they also have some little things. But in other ways, they're utterly different.

Here's a rundown:

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The DMC DeLorean was, the context of the auto industry of the late 1970s and early 1980s, a stunner. Nothing else looked like it — the dashing coupé was defined by its gull-wing doors and its stainless-steel skin.

The Cybertruck, in the late 2010s and soon-to-be early 2020s, is also like nothing else on the market. Certainly not the truck market.

Founder John DeLorean was the most flamboyant personality in the car business, in his day.

Tesla CEO Elon Musk is something of the John DeLorean of this era — except that he's far exceeded DeLorean's achievement, selling many more cars and building other companies, including SpaceX.

DeLorean was hands-on.

And so is Musk.

DeLorean was no stranger to the celebrity circuit. Here he is with Johnny Carson, a DeLorean owner and investor.

Musk has marched down a few red carpets in his time.

The DMC DeLorean used 304 stainless steel for its body — that's a relatively common grade of the material.

The Cybertruck uses what Tesla calls "Ultra-Hard 30X Cold-Rolled stainless-steel." This material is supposed to be superior to 304.

The DeLorean was designed by the legendary Giorgetto Giugiaro, who has an absolutely staggering resume for a car designer, ranging from Ferraris to Maseratis to humble VWs.

The Cybertruck was penned by Franz von Holzhausen. The Tesla design chief has created every new vehicle for the company since the Model S in 2012 (with a little input from CEO Elon Musk).

Fewer than 10,000 DMCs were built before allegations of drug-trafficking sank John DeLorean's reputation and iffy finances ended the car company.

The Cybertruck isn't even in production yet. Elon Musk has endured his share of legal run-ins, but so far, Tesla is still in business.

The DeLorean's fame was revived by the 1985 film "Back to the Future" and the sequels that followed.

The time-machine DeLorean was, basically, a joke. But it saved the DMC from the scrap-heap of history.

The Cybertruck has thus far only appeared at a Tesla event and on video. A mishap with its supposedly super-tough window glass is its only media stumble thus far.

In the movies, the DeLorean's engine was modified to run on fusion technology borrowed from a trip to the future.

The Cybertruck is a pickup with a "vault" instead of a bed. The top-spec model costs about $70,000 — and full-self-driving tech adds $7,000. The DeLorean sold for $25,000 and couldn't drive itself.

The DMC's looks were something, but its performance was feeble. A 130-horsepower V6 yielded a 0-60 mph time of 10.5 seconds.

The Cybertruck's fully-electric drivetrain, in tri-motor trim, has 500 miles of range, yields a 0-60 mph time of 2.9 seconds, and can tow over 14,000 pounds (all according to Tesla). The DeLorean ... really wasn't supposed to tow anything.

• Holiday cards are a great way to spread the love to your family and friends this holiday season, so we've rounded up the best places to buy cards online.
• The selection holiday cards at Simply to Impress makes it easy to create your own designs and send beautiful cards to everyone you know.
  

Real, snail mail holiday cards are one of my favorite annual traditions. There's no better way to express your family's warmest wishes during the holidays. Are they also a chance to show off silly photos of your pets clad in reindeer garb? A serious family portrait in front of your Pinterest-worthy Christmas tree? Of course.

Could these customized cards be your way of showing work associates and clients how classy and together you are? Absolutely. Or maybe, like me, you just love holidays, stationery, and hand-written notes, and the yearly holiday card tradition is the perfect way to combine several of your obsessions.

Whether you and your loved ones are celebrating Christmas, Hanukkah, Winter Solstice, Kwanza, all of the above, or a combination of several different holidays, everybody loves to receive a little greeting card.

We've made sure every pick in our guide has great options for Christmas, Hanukkah, and general wintry holiday tidings. We also looked at desirable criteria like designs, customization options, print quality, paper quality, cost, ease of ordering, speed, and extra services. All the cards we picked can be ordered online and sent via good old-fashioned snail mail.

Here are the best holiday cards you can buy:

• Best holiday cards overall: Simply to Impress
• Best full-service cards: Minted
• Best budget holiday cards: Amazon Prints
• Best unique holiday cards: Etsy
• Best photo quality custom cards: Artifact Uprising
  

Updated on 10/16/2019 by Lisa Sabatini: Updated formatting and prices.

The best holiday cards overall

Simply to Impress has card options galore with high-quality printing on sturdy paper for a decent price.

The first thing I love about Simply to Impress is the variety of categories in the holiday section. Right away, you choose to focus your search according to the spirit of what you're looking for.

You can select sub-headings like "photo" or "non-photo cards,""religious Christmas cards,""Hanukkah cards,""baby's first Christmas, and, my personal favorite, "from the pet." It's also one of the few mainstream stationery companies that has a Kwanza card section.

You can also narrow down options easily by checking boxes like how many (if any) photos you'd like to display on your cards, what color cardstock you'd like to use, and even what fancy shape or extra detailing you would like.

Personally, I'm addicted to shiny things, and love all the metallic foil detailing options for a pop of something special in your cards. These extra details will add to the final cost somewhat, but overall, Simply to Impress keeps prices reasonable, especially for the quality of the cards. It's definitely not the cheapest option on this list, but the bang-for-buck ratio is high.

Testers for Top Ten Reviews agree with me that Simply to Impress scores high, saying the print and paper quality is a "cut above the rest."Wirecutter is also on board with our pick, saying Simply to Impress is a great choice for those who want to send "high-quality photo greeting cards with a minimum of fuss."

So, whether you want to do a traditional thing, or spice up your yearly mailing with more modern flair, it's easy to customize your cards on the Simply to Impress website.

Pros: Highly customizable designs with high-quality materials

Cons: Extra details can push cost up quickly

The best full-service holiday cards

Minted takes care of every part of the card creation and delivery process.

Minted offers highly customizable cards with plenty of photo and non-photo options. I've ordered personalized stationery and art gifts from Minted several times, and have been very satisfied. It's not the absolute best photo printing in the business, but all the images are clear, paper options are high-quality, and the designs are lovely.

I also particularly like how Minted sources its designs from a wide-ranging team of artists, and sometimes highlights their bios alongside their card designs. This way, you can support a unique artist's work while still getting all the benefits of ordering from an easy online company.

Minted also offers a few full-service benefits you can't get everywhere else. If you're like most people, you're strapped for time and don't have a lot of extra room in your brain to handle the fiddly tasks in life, like say, licking 50 envelopes and hand-addressing each one, in addition to adding a personal message.

Minted handles this quandary by providing optional envelope addressing and return-addressing in an attractive, script-like font. All you have to do is upload your address book. You can even order customized postage for your full-service cards. Want a stamp of your cute little kid in elf ears? Done. Or maybe a traditional Christmas tree or snowy scene? No problem.

Minted is one of the only sites on our list that offers real three-dimensional letterpress printing. It sends the prices way up, but this traditionally lux mode of printing might be worth it if you're obsessed with the finer things in life.

This year, Minted also has creative holiday card shapes, from postcard to folded, to cards that can actually be turned into lovely little ornaments for the recipients' tree, complete with hanging ribbon. These fanciful options don't come cheap, so they might not be in everyone's budget, but they're optional.

Minted even has a fully customized option now, for an extra cost. I used Minted for my wedding stationery, and personally thought they did a great job.

Pros: Highly customizable with bespoke designs and full-service addressing

Cons: Pricier than some other options

The best budget holiday cards

Amazon Prints offers plenty of Christmas, Hanukkah, and holiday cards for people on a budget.

Years ago, you might not have thought of a giant retailer like Amazon as a great place to get something as personal and intimate as a set of holiday cards. Nowadays, however, Amazon has a share in pretty much every market, including that of lower-cost custom cards.

Amazon prints has cards from a handful of companies available, including Aperion, Kramer Drive, A Fresh Bunch, Tumbalina, and Vanilla Print. Starting at about seventy-five cents per photo card without any extras, you can choose from dozens of template designs.

Amazon does have a smaller selection of designs, shape, and paper type than most of the other top picks. But if your holiday card goals are fairly simple and straight-forward, there's no need to pay more for something special, when the quality of the prints is perfectly good and goes for a great price.

Other reviewers of Amazon Prints have given the company a rather low score for customer service. It can be hard to get personal attention from a big corporation. You also have to understand that the general quality of the prints and paper is also lower than some of the nicer, more specialized stationery providers. But if these details are less important to you than just making sure your friends receive a copy of your silly family portrait in the mail this winter, then the low cost might make Amazon Prints worth your while.

Pros: A very affordable option, and you can pay through your Amazon account

Cons: Less selection, customization, and print quality than other options

The best unique holiday cards

With Etsy, your friends and family can receive a unique piece of art from you in the mail.

You likely already know about Etsy, the popular online marketplace for handmade and vintage goods. But if you haven't taken a look at some of the personalized stationary offerings lately, I really hope you do before you make your final choice about holiday cards.

Tons of amazing artists and craftspeople offer custom holiday card packages, including everything from an illustrated family portrait to letterpress cards showing your cat on Santa Claus's body.

Yes, you can order personalized photo card packages that will be similar in style and quality to some of the other major retailers on this list, but I think the real strength of Etsy is that you can basically hire your own personal artist to create something special for your family that is likely to become a treasured memento for your family, and a conversation piece with your friends, instead of more paper for the recycling pile after the holidays are over.

One of the drawbacks of using Etsy is that the cost to have your own art created and printed in small batches is often more expensive than the template cards from other stores, but you're directly supporting an artist when you order from Etsy.

Also, the quality between craftspeople and their individual Etsy shops definitely varies, meaning you should shop around and read reviews by other customers before making your choice.

But to get you started, we recommend these awesome Etsy shops that offer custom card packages: Wanderer Illustration, Love Becca Designs, and the gorgeous custom letterpress art cards from Midoreo.

Pros: Unlimited creative possibility meets lovely keepsake art

Cons: You may need to pay a higher cost, and give your artist plenty of time to make your order

The best photo-quality holiday cards

Artifact Uprising makes gorgeous custom cards that have high-quality photos printed on them.

Artifact Uprising, a specialized online photo and stationery service, has recently made a name for itself as an especially high-quality maker of photography books and prints. A quick Google search will yield a long list of professional photographers and bloggers giving positive reviews of Artifact Uprising's photo books, and commending the company's clear-as-a-bell photo printing.

Photographer Peter Davison commented that he was "quite impressed" with AU's printing, for instance. As a review of the service in Women's Health notes, Artifact Uprising is known for using especially good building blocks for its products, including "recycled papers and reclaimed materials."

Artifact Uprising's 2018 holiday card selection includes more than "100 designs and five foil colors," including some hand-lettered options, all printed on 100% recycled paper. Cards come in sets of 10 with envelopes included.

You can add return address and/or recipient address printing for a fee to make things easier on your writing hand this year. And I love that AU also makes personalized envelope seal stickers for that extra touch. All the extras do add to the cost, however, so these cards are on the high end of our best-of list.

With Artifact Uprising, you're also supporting a women-owned family company — this top holiday card pick was founded by two photographer sisters. And while you're there, AU's store sells lovely personalized photo gifts to help you shorten your shopping list.

Pros: Excellent printing and uniquely fine designs

Cons: On the more expensive side

Check out our guide to the best wrapping paper and gift-wrapping supplies you can buy

The best wrapping paper and gift-wrapping supplies you can buy

Giving gifts is wonderful and wrapping them up in lovely paper is half the fun, so we've rounded up the best wrapping paper and supplies you can buy online.

Whether you want wrapping paper, gift bags, gift boxes, or the accessories that go on top of wrapping paper, we have a pick for you. We've also included the tape and scissors you'll need to wrap all those presents.

Here are the best wrapping paper and gift-wrapping supplies:

• Best wrapping paper overall: Target
• Best high-end wrapping paper: Paper Source
• Best affordable wrapping paper bundles: Hallmark
• Best classy wrapping paper: The Container Store
• Best off-beat wrapping paper: World Market
• Best recycled wrapping paper: Brown Kraft Paper
• Best scissors: Fiskars Scissors
• Best utility knife:  Stanley Classic Utility Knife
• Best tape for wrapping gifts: Scotch Magic Tape

• 2019 was a big year for TV, from the controversial finale of "Game of Thrones" to another gripping season of "Stranger Things."
• Certain moments from the final season of "Orange Is the New Black" left many fans shocked. 
• The "Veronica Mars" reboot divided audiences and streaming shows like "Dead to Me" and "Fleabag" gripped fans. 
• Warning: Major spoilers ahead for popular shows like "Game of Thrones,""Stranger Things,""Euphoria," and "Veep."
• Visit Insider's homepage for more stories.

From network shows to streaming-service originals, TV has a way of uniting (and dividing) fans with unexpected twists and turns — and this year saw some pretty surprising scenes.

Here are 11 of the most shocking moments from TV shows in 2019.

Warning: Major spoilers ahead for 10 popular TV shows. 

On "Veep," Selina set Gary up so she could secure the presidential nomination.

The season finale of HBO's "Veep" featured a dark and shocking moment when it was revealed that Selina set up Gary, the character who had the most faith in her, to take the fall for her scandals.

In the scene, she hugs a clueless Gary just before accepting the presidential nomination. She tries to tell him what's about to happen ("I need you to do something for me ... ") but ultimately chickens out.

Soon after, Gary is arrested by the FBI and Selina takes the stage, saying, "There's nothing anyone can do to stop me from standing and walking for my country!"

On "Barry," a seemingly inhuman child attacked Barry and Fuches.

As a show known for subverting the audience's expectations, HBO's "Barry" did it again in 2019 with a scene that absolutely no one saw coming. 

On season two's fifth episode, "ronny/lily," Barry is caught in Ronny's house by his daughter, Lily, and she suddenly becomes something otherworldly. 

Grunting and moving around with inhuman swiftness, Lily proceeds to attack Barry and Fuches in a long scene peppered with amazing fight choreography. She jumps onto a rooftop, scales Fuches' Jeep, and bites Fuches on the face.

Fans and critics have called this one of the series' best episodes, noting that this specific scene was weird, surprising, and certainly unexpected.

Arya killed the Night King on "Game of Thrones."

Although not everyone was pleased with the final season of "Game of Thrones," there was one epic moment that most fans can agree was as awesome as it was unexpected. 

During a scene that was eight seasons in the making, Arya Stark performed a perfectly timed move with a Valyrian Steel dagger, putting an end to the Night King and his wights.

Perhaps most shocking of all is that the Night King had almost killed her first. 

The moment sparked countless reaction videos and cemented Arya Stark as a fan-favorite from the HBO series. 

"Stranger Things" lost a favorite when Hopper seemingly died while stopping the machine that opened the gate to the Upside Down.

During the much-anticipated third season of Netflix's "Stranger Things," Joyce made an unthinkable decision to hit the kill switches on the machine that was causing the reopening of the Upside Down.

In a heartbreaking moment, Hopper gave Joyce a knowing nod of acceptance and goodbye just before she hit the switch. The event caused an explosion right near where fan-favorite Hopper stood, seemingly killing him. 

In the aftermath of Hopper's death, his body was not found and Eleven went to live with Joyce and Will as they moved out of Hawkins. 

The season-three finale was certainly shocking, but its after-credits sequence combined with some hopeful social-media activity from David Harbour, the actor who played Hopper, has fans speculating that Hopper may not actually be dead. 

On comedy-drama "Fleabag," The Priest noticed Fleabag breaking the fourth wall.

On BBC's "Fleabag," Phoebe Waller-Bridge's character is known for breaking the fourth wall and speaking directly to the audience.

But midway through the show's final season, one scene involving the fourth wall was particularly surprising to audiences who were used to Fleabag getting away with her aside remarks. 

The Priest, played by Andrew Scott, became the first character to notice her break the fourth wall. 

"Where'd you just go?" he asks her. "You just went somewhere … What is that? That thing you're doing? It's like you disappear."

The moment brought a new level of meta intricacy to the show and had critics celebrating the role the fourth wall can play in film and television. 

Jen found out Judy was responsible for the death of her husband on "Dead to Me."

On Netflix's "Dead to Me," Jen spent eight episodes forming a trusted relationship with Judy, all the while not knowing that Judy was the driver of the car involved in Jen's husband's fatal hit-and-run. 

The moment on episode nine when Judy admits that she is the reason Jen's husband died was heart-wrenching and shocking.

The actors behind the leads, Christina Applegate and Linda Cardellini, both delivered stunning performances as audiences watched their characters' friendship crumble.

The "Veronica Mars" revival shocked fans with a heartbreaking death.

Hulu's "Veronica Mars" revival was one of 2019's most-anticipated shows and the series delivered by finally getting Veronica and her longtime, on-again, off-again love interest Logan together.

The couple gets married after Veronica catches the serial bomber who she spends the whole season tracking, but just before Logan and Veronica leave on their honeymoon, Logan is killed by a car bomb that was left behind by the attacker.

The moment was shocking and heartbreaking for fans who waited years to see Logan and Veronica get together. 

On "Big Little Lies," Celeste revealed the truth about Mary Louise in court.

On the second season of HBO's "Big Little Lies," a key storyline was Celeste's custody battle with her late husband's mother, Mary Louise.

Mary Louise takes Celeste to court to get full custody of her twin grandsons, claiming that Celeste is unfit to raise them. 

During a shocking turn of events on the season finale, Celeste decides to represent herself and point out the unfitness of Mary Louise.

After a brutal line of questioning from Celeste, Mary Louise admits that she was partially responsible for the death of her son, Raymond, after she lost her temper with her other child, Perry, and crashed her car. 

With excellent performances by Nicole Kidman and Meryl Streep, the scene was especially heartbreaking and surprising. 

A fan-favorite died of a drug overdose on "Orange Is the New Black."

The final season of Netflix's "Orange Is the New Black" was filled many shocking moments, but one of the most surprising ones was the death of fan-favorite Tiffany "Pennsatucky" Doggett.

Throughout the season, Pennsatucky is working toward taking her GED exam, which she is supposed to get additional time to complete because she has dyslexia. 

When Officer Luschek forgets to put in the request for her extra time, she's forced to take it in a shorter period and is so distraught that she turns to drugs. 

After dying of an overdose, it's revealed that Pennsatucky actually passed the exam, even though she did not have that extra time. 

Audiences were sad to see her go, especially knowing that she'd passed the GED all along.

"Jane the Virgin" finally revealed who was narrating all of the episodes.

For five seasons, fans of CW's "Jane the Virgin" have speculated who the narrator of the series was, guessing everyone from Jane herself to Jane's son Mateo. 

And those who guessed Jane's son were finally proven right when it was revealed that Mateo had recorded all of the series' narrations for the telenovela adaptation of his mother's book.

The creator of the show, Jennie Snyder Urman, later shared that Mateo was always going to end up being the show's narrator. 

"Euphoria" ended on a harrowing note.

The finale of HBO's "Euphoria" surprised viewers when the show's main character, Rue, relapsed right before being propelled into an emotional musical number. 

Some fans speculated that the artistic scene signified Rue overdosing, but others thought that the lyrics of the song playing in the background, "All For Us," said otherwise.

The show's creator, Sam Levinson, later confirmed that Rue will make it to season two and that she's in for a long journey. 

"Rue's not dead, if that's the question," he told The Hollywood Reporter. "I think Rue has a big journey ahead of her, and a tough one."

Read More:

• YouTube just dropped its annual year-in-review video, called "Rewind 2019: For the Record," that highlights the platform's biggest creators and trends in 2019.
• The video is already getting roasted on Twitter, where users are calling it lazy and boring. Additionally, the video itself has already accrued significantly more dislikes than likes on YouTube.
• Not everyone was upset about YouTube's 2019 video. YouTubers like LaurDIY and Casey Neistat highlighted the video's inclusion of international and breakout creators, while others said that the video actually appeared to be more diverse than Rewind videos in the past.
• This year's video is presented as a compilation of YouTube's greatest moments, such as its most-liked videos and most-viewed creators. The format is a stark departure from last year's much-hated Rewind.
• Visit Business Insider's homepage for more stories.

People across the internet are already going after YouTube's "Rewind 2019," calling the production "lazy" and "boring" while inundating the video with hundreds of thousands of dislikes and comments.

YouTube released its year-in-review video Thursday as part of its annual tradition of highlighting the year's biggest trends and creators on the platform. After the uproar that last year's "Rewind 2018" video caused, YouTube presented this year's video as a compilation of the platform's biggest moments in an effort to highlight the content that users have watched and liked the most.

However, immediate reactions across the internet hint that this year's video is not getting the positive feedback YouTube hoped for. The "Rewind 2019" video itself has already received nearly 250,000 dislikes — compared to 150,000 likes — and thousands of comments from angry YouTube users.

People have been quick to voice their displeasure and say they feel let down by the video, which doesn't appear to have the same amount of production work and effort behind it as Rewind videos of past years:

SEE ALSO: YouTube's 'Rewind 2019' video aims to please the masses after last year's debacle — watch the video here

"I expected nothing and I'm still let down somehow," one Twitter user wrote. "The response to the terrible video last year was the equivalent to the Magic Conch [from SpongeBob SquarePants] telling them to do nothing."

Tweet Embed:
//twitter.com/mims/statuses/1202659341297422336?ref_src=twsrc%5Etfw
So... all #YoutubeRewind this year was... counted down the MOST LIKED things on the platform. ...That's it?

I expected nothing and I'm still let down somehow... the response to the terrible video last year was the equivalent to the Magic Conch telling them to do nothing https://t.co/iwsw0qvQj3Tweet Embed:
//twitter.com/mims/statuses/1202653229676421121?ref_src=twsrc%5Etfw
in 2018 we made something you didn't like... so in 2019... we made something so boring that there's no way for you to form any sort of opinion on it, which creates indifference, which means it CAN'T be hated.*** #YouTubeRewindhttps://t.co/sknrQ9RSNyTweet Embed:
//twitter.com/mims/statuses/1202656975160524800?ref_src=twsrc%5Etfw
I have inside sources telling me that the budget for #YouTubeRewind this year was $3.74, and it shows... pic.twitter.com/i6NvrJY0pW

Other Twitter users were disappointed that "Rewind 2019" seemed to be a simple top 10-type video showcasing a compilation of content that already exists on YouTube.

Tweet Embed:
//twitter.com/mims/statuses/1202657972448571394?ref_src=twsrc%5Etfw
me watching #YouTubeRewind thinking i clicked on a top 10 video pic.twitter.com/Y3RyuOuuGpTweet Embed:
//twitter.com/mims/statuses/1202653237213585413?ref_src=twsrc%5Etfw
In 2018 #YoutubeRewind was the most disliked video of ALL TIME

In 2019 how does @Youtube fix that?

By releasing a fucking Top 10 #YoutubeRewind using creator's clips to rank them in diff categories

Its literally a LIST VIDEO that couldve been made yesterday #Pescatore#PNNpic.twitter.com/XxfEkIUygKTweet Embed:
//twitter.com/mims/statuses/1202655842467749888?ref_src=twsrc%5Etfw
No one asked for a top 10 video and if they wanted one they would've went to watch mojo #YouTubeRewind

However, not everyone was upset about YouTube's 2019 video. YouTubers like LaurDIY and Casey Neistat highlighted the video's inclusion of international and breakout creators, while others said that the video actually appeared to be more diverse than Rewind videos in the past.

Tweet Embed:
//twitter.com/mims/statuses/1202654122379530240?ref_src=twsrc%5Etfw
funny how the year that youtube decides to make a digest listing of the top videos is the same year that #youtuberewind has the most diverse video in history.

crazy how that works.Tweet Embed:
//twitter.com/mims/statuses/1202660732313034752?ref_src=twsrc%5Etfw
I thought #YouTubeRewind was actually hella cute 🥺 ppl stay mad no matter what they make. Obv didn't have the wow factor of past years but I loved the celebration of breakout and international creators ✨Tweet Embed:
//twitter.com/mims/statuses/1202658020204793857?ref_src=twsrc%5Etfw
i liked rewind 2019. not as sensational or produced as years passed but i appreciate;
-not just same old faces (except my same old face)
-highlighting new creators
-how international it was
-the focus on likes and channel growth
-seeing @pewdiepiehttps://t.co/RuRaxux7y6

Considering the video only came out Thursday, it remains to be seen how widespread the criticism of this year's Rewind video compares with reactions to Rewind 2018. Last year's video was widely hated on for leaving out some of YouTube's most controversial creators, and it quickly became the most-disliked video of all time on YouTube.

Tweet Embed:
//twitter.com/mims/statuses/1202662119600095233?ref_src=twsrc%5Etfw
nah#YouTubeRewindpic.twitter.com/GNRBEmLX1G

• Airmen from Moody Air Force Base in Georgia traveled to MacDill Air Force Base in Florida for exercise Mobil Tiger last month.
• During the exercise, the airmen set up on a remote corner of the base, where they practiced getting an A-10 Thunderbolt ready for combat on short notice and with limited supplies.
• Visit Business Insider's homepage for more stories.

The skill and agility of airmen from Moody Air Force Base, Georgia, were on full display at MacDill Air Force Base, Florida, November 19-November 22, 2019, during exercise Mobil Tiger.

The asymmetric advantage of US combat troops is greatly increased by the venerable A-10 Thunderbolt II aircraft. Commonly known as the "Warthog," this staple of combat air support depends greatly upon the expertise of airmen who operate and sustain them.

"Mobil Tiger is an agile combat deployment exercise," said Air Force Major Zachary Krueger, an A-10 pilot assigned to the 23rd Wing Exercises and Plans office at Moody AFB. "The intent was to provide close air support and recover to an austere field, using only weapons and fuel we had available ourselves."

SEE ALSO: Air Force B-52s teamed up with the Army for a live-fire bombing exercise in Hawaii

During the exercise, US Air Force HC-130J Combat King II aircraft assigned to the 71st Rescue Squadron, Moody AFB, dropped off maintenance and security forces personnel along with their equipment and supplies on a remote corner of the MacDill AFB flight line to begin operations.

Security forces established a security perimeter while maintainers pulled their tools, set up chalks and placed munitions stands. They were swiftly joined by 74th Fighter Squadron A-10s, ready to be configured for combat.

"I was part of the first crew to hit the ground on MacDill where we quickly began finding ways to improve our time and efficiency," said Senior Airman Dylan Holton, 23rd Aircraft Maintenance Squadron weapons load crewmember.

Deriving no support from MacDill AFB other than a slab of concrete on which to operate, the 23rd AMXS Airmen reconfigured weapons on the A-10s, quickly unloading one aircraft, guiding the next into position and arming them prior to take-off.

"It was my first time to experience an exercise like this and be at the center of all the action," said Holton. "We moved as quickly and safely as possible to get the mission done."

Joining the A-10s on the ramp were HH-60Gs from the 41st Rescue Squadron, which received fully stocked ammunition cans for their .50 caliber guns from the maintainers on the ground.

Elsewhere on the ramp, crews transferred fuel from the HC-130J aircraft to the A-10s and the HH-60Gs, thereby extending their range and operations.

"It's awe inspiring seeing them execute to such a high level, learn lessons and show everyone else around them so that if and when we execute this mission downrange, we're able to be effective and bring the whole weight of the 23rd Wing's combat power to the combatant commander," added Krueger.

Mobil Tiger serves as proof that the US Air Force can project lethal force at any chosen time and place.