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Playa Vista, CA - October 16: A YouTube content creator who declined to give her name browses YouTube's Holiday House shopping event at Google Spruce Goose on Thursday, Oct. 16, 2025 in Playa Vista, CA. (Juliana Yamada / Los Angeles Times)

YouTube steps up its shopping game with help from influencers

YouTube has evolved to become a significant partner for brands and retailers aiming to get in front of consumers during the holiday shopping season.

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