Americans have endless choices to make on a daily basis and even the simple act of buying staple household products can be overwhelming to those who have yet to establish a routine or build brand loyalties. According to Fiona O’Donnell, category manager, multicultural lifestyles, leisure and travel, Mintel, “In a never-ending quest to buy the ‘best,’ consumers are looking to others’ opinions and experiences via online review sites to validate their choices – and to avoid feeling buyers’ remorse....