If you’re still in the market for a toothbrush upgrade, take a look at today’s Target Daily Deals—they’ve got a Sonicare Essence for $34.99 with free shipping. This is half off their regular price.

The problem with comparing the price is that this packaging is a “Target Exclusive,” which means this exact item isn’t available elsewhere for comparison. But! Amazon has the Essence 5300 currently available for $50, and it looks to me like the Target offering is the 5300 with the addition of a “quadpacer” (a handy timer that tells you how long to spend brushing each quadrant of your mouth).

The bottom line is that it’s $35 for a highly-rated Sonicare toothbrush, so I’m thinking it’s a pretty good deal.