What do Millennial Americans (28-43) secretly love about their routine shopping trips? A survey by Haleon —home to trusted brands like TUMS, Advil, and Centrum—and Talker Research reveals the secret habits that make shopping for essentials a little more enjoyable.

You’ve probably seen it on your feed... millennials are posting their hilarious takes on their “just the essentials” trip to Target opens up the door to unexpected treasures. But when returning home, it becomes essential for them to hide their new goods from the rest of the family!

To celebrate these courageous stealth shoppers, Haleon – who makes all the essentials for your everyday health and for your ‘everyday shopping trip’ -- wants to encourage shoppers to give themselves a little treat.

The brand is debuting their “Curbside Cover-Up" -- a NYC pop-up hidden in plain sight outside of one of our favorite mass retailers where shoppers can plot their best stealth shopping experience of the season.

Find Haleon’s Curbside Cover-Up truck at the corner of E 14th St & Ave A on Wednesday, December 18th from 10am – 4pm; our stealth shopping gurus will be on hand with our coverup bags filled with free Haleon goodies from Advil, TUMS, Emergen-C, Centrum, Pronamel & Robitussin.

Brand ambassadors will be on site to deliver shopping tips & tricks, plus a cozy snack to help you power through your shopping trip. You might leave with more than you planned, but isn’t that the point?