When is the best time to buy televisions?📺

Timing is Everything: The Ultimate Guide to Buying a TV at the Perfect Moment

Unlock savings of up to 57% by shopping strategically throughout the year

Ever stood in front of a wall of gleaming TVs, wondering if you're paying too much? I've analyzed years of price data and sales patterns to bring you the definitive guide on when to buy a television. With strategic timing, you can save hundreds, even thousands, on your next TV purchase.

The television market follows predictable patterns, with prices fluctuating by as much as 50% throughout the year. By understanding these cycles, you can time your purchase to coincide with the deepest discounts while still getting the latest technology.

Let's dive into exactly when to buy, when to wait, and how much you can expect to save on your next TV purchase.

The Big Picture: TV Pricing Cycles

Television prices follow a fairly predictable annual cycle driven by:

1. New model releases (primarily January-April)
2. Major sporting events (especially the Super Bowl)
3. Traditional retail sales events (Black Friday, Cyber Monday, Prime Day)
4. Inventory clearance periods (January and late summer)

The average television sees discounts ranging from 15-50% off MSRP during sales events, with an average discount of 28% across all major sales periods. But timing is everything. Buying during peak pricing seasons like August and September could mean paying nearly full MSRP.

The Sweet Spots: Best Months to Buy a TV

Based on comprehensive price tracking across major brands and retailers, here are the absolute best times to purchase a new television:

Month	Average Discount	Sale Frequency	Why It's Great	Key Events
November	25-57%	High	Black Friday and Cyber Monday deliver the year's deepest discounts	Black Friday, Cyber Monday, Pre-holiday sales
January	15-40%	Medium-High	Post-holiday inventory clearance and Super Bowl prep sales	New Year sales, Post-holiday clearance, Super Bowl preparation
February	10-30%	Medium	Super Bowl drives competitive pricing on premium models	Super Bowl sales, Presidents' Day
May	15-25%	High	Memorial Day sales offer strong discounts	Memorial Day sales
July	15-30%	Medium-High	Amazon Prime Day has become a major TV sales event	Amazon Prime Day, competing retailer sales

Let's see how television deals distribute throughout the year:

Looking at this data, November clearly stands out as the king of TV deals, but January, May, and July (Prime Day) also offer significant opportunities to save.

The Big Four Sale Events

While there are sales throughout the year, four major events consistently deliver the deepest discounts on televisions:

1. Black Friday/Cyber Monday (Late November)

Typical Discount: 25-57% off MSRP

Black Friday and its digital counterpart, Cyber Monday, remain the undisputed champions for television deals. Retailers compete aggressively on doorbuster deals, particularly on mid-range models. In 2025, we saw LG C5 65-inch OLEDs drop to $1,377 (49% off), Samsung 55-inch Frame TVs hit $899 (40% off), and Sony Bravia 65-inch OLEDs fall to $1,198 (64% off their original MSRP).

Pro tip: The best Black Friday TV deals often start appearing up to two weeks before the actual event. Major retailers like Best Buy, Walmart, and Amazon typically announce their TV deals in early November.

2. Super Bowl Season (Mid-January to Early February)

Typical Discount: 10-40% off MSRP

As Americans prepare for the biggest sporting event of the year, retailers slash prices on premium and large-screen models. This is especially true for high-end models, as manufacturers want their best displays showcased during this high-visibility period. Super Bowl 2026 saw OLED TVs starting as low as $599 and many 75-inch sets available under $500.

Pro tip: The two weeks before the Super Bowl often see deeper discounts than the actual game weekend, as retailers want to ensure delivery before the big game.

3. Amazon Prime Day (Mid-July)

Typical Discount: 15-30% off MSRP

Prime Day has grown into the second-largest TV sales event after Black Friday. Amazon discounts its Fire TV lineup aggressively, and competing retailers like Best Buy, Walmart, and Target run parallel sales to compete. This is now a reliable mid-year buying window.

Pro tip: Prime Day typically lasts 48 hours, but competing retailer sales often start a day earlier and extend a day longer. Check Best Buy and Walmart for price-matched or better deals.

4. Spring Sales (March to May)

Typical Discount: 12-25% off MSRP

As new models hit stores in spring, retailers offer significant discounts on the previous year's inventory. March Madness sales and Memorial Day events bookend this discount season.

Pro tip: Late May (Memorial Day) often offers better deals than early spring, as retailers become more motivated to clear remaining previous-generation inventory.

Brand-Specific Release Cycles and Sales Patterns

Each major television manufacturer follows its own release schedule, which directly impacts when their models go on sale:

Samsung (29% Global TV Revenue Share)

• New Model Release: January-April (2026 lineup: S99H, S95H, S90H, S85H OLEDs and R95H Micro RGB)
• Best Buying Time: February (Super Bowl sales) and November (Black Friday)
• Discount Range: 10-30% off MSRP, with peaks of 50%+ during Black Friday
• Key Current Models: Samsung S95F QD-OLED, Samsung S90F OLED, Samsung QN90F Mini-LED

Samsung typically announces new models at CES in January, with actual retail availability between March and April. The 2026 lineup introduced the new S99H as the flagship QD-OLED, along with the expanded S85H entry-level OLED that now comes in a 48-inch size. Samsung is also pushing Micro RGB technology with the R95H series in sizes from 65 to 130 inches. Prices on 2025 models start dropping noticeably in November, with clearance sales peaking in January as retailers make space for new inventory.

LG (16.1% Global TV Revenue Share, 52% of OLED Market)

• New Model Release: January-April (2026 lineup: G6, C6, C6H, B6 OLEDs)
• Best Buying Time: November (Black Friday) and February (Super Bowl)
• Discount Range: 15-49% off MSRP, with peaks of 50%+ during major sales
• Key Current Models: LG G5 OLED, LG C5 OLED, LG M5 Wireless OLED

LG follows a similar announcement cycle to Samsung but often has slightly later retail availability. The 2026 C6 and G6 series launched in March 2026 with MSRPs starting at $1,399 (C6 42-inch) and $2,499 (G6 55-inch). The new C6H model brings the Primary RGB Tandem 2.0 OLED panel technology down to the mid-range for the first time. Meanwhile, 2025 C5 models have seen massive clearance discounts of up to $1,300 off at retailers like Best Buy.

Sony (5.4% Global TV Revenue Share)

• New Model Release: March-April (2025 models: Bravia 8 II QD-OLED, Bravia 5 Mini-LED)
• Best Buying Time: November (Black Friday) and January (clearance)
• Discount Range: 10-25% off MSRP, with higher discounts on previous generations
• Key Current Models: Sony Bravia 8 II QD-OLED, Sony Bravia 5 Mini-LED

Sony typically maintains higher pricing than competitors, with more modest discounts throughout the year. However, when new models are announced (usually in spring), previous generation models can see substantial price drops. The 2026 lineup is expected to feature True RGB Mini-LED backlighting in the Bravia 9 II and Bravia 7 II, with brightness reportedly reaching 4,000 nits. Sony's Black Friday 2025 deals saw the 65-inch Bravia OLED drop to $1,198, a savings of over 60%.

TCL (12.4% Global TV Revenue Share)

• New Model Release: January-March, with some mid-year refreshes
• Best Buying Time: November (Black Friday) and July/August (Prime Day/summer sales)
• Discount Range: 15-40% off MSRP
• Key Current Models: TCL QM851G (QM8) Mini-LED, TCL X11K

TCL continues to push boundaries with its 2026 lineup headlined by the X11L SQD Mini-LED with up to 20,000 dimming zones and 10,000 nits of peak brightness. The QM8L and QM7L succeed the strong QM8K and QM7K from 2025. TCL is also preparing an RGB Mini-LED TV (RM9L) for later in 2026. These value-focused models often offer the deepest percentage discounts during major sales events.

Hisense (10.5% Global TV Revenue Share)

• New Model Release: January-March, with mid-year refreshes
• Best Buying Time: November (Black Friday) and January (New Year sales)
• Discount Range: 15-40% off MSRP
• Key Current Models: Hisense U8N Mini-LED, Hisense U7 Series (2026)

Hisense is aggressively expanding its 2026 lineup with the U7 series (up to 116 inches, 165Hz, starting at $1,299), the more affordable U6 series, and new RGB Mini-LED models including the UR9 and UR8 series. The flagship 116UXS features RGB MiniLED evo technology. Hisense's strategy of offering premium features at accessible price points makes them a strong choice for value-conscious buyers.

What Price Drops Look Like Throughout the Year

If you're considering a TV purchase outside of major sales periods, here's what waiting might save you:

This chart illustrates how television prices typically fluctuate as a percentage of MSRP throughout the year. The dramatic dip in November confirms that Black Friday remains the best time to save, with January and July also showing strong savings potential.

The Trade-Off: New Technology vs. Best Price

When timing your TV purchase, you're often balancing between getting the latest technology and getting the best price. Here's how to approach this decision:

Buy Now If:

• Your current TV is broken or significantly outdated
• You want specific features just released in new models (like 165Hz for gaming or RGB Mini-LED)
• You're shopping during one of the major sales events mentioned above
• You've found a discount of 25% or more off MSRP

Wait If:

• Current models are 8+ months into their cycle (new versions coming soon)
• You're shopping in August-September (historically highest prices)
• The TV you want had deeper discounts in previous months (likely to repeat)
• You can hold out until the next major sales event (Black Friday, Super Bowl, Prime Day)

How Major TV Technologies Impact Timing

Your optimal buying window also depends on which TV technology you're interested in:

QD-OLED TVs

QD-OLED panels from Samsung Display deliver the widest color gamut and are used in Samsung's S95 series and Sony's Bravia 8 II. These premium displays typically see their biggest price drops during Black Friday and in January/February as new models are announced. In 2026, Samsung is expanding its QD-OLED lineup to four models (S85H through S99H), which should drive 2025 model prices down significantly.

WOLED TVs (LG OLED)

LG's WOLED panels power the popular C-series and G-series OLEDs. LG's C5 hit an all-time low of $1,377 for the 65-inch during Black Friday 2025, and clearance pricing in early 2026 has dropped to $1,399 ahead of C6 availability. These TVs tend to see their lowest prices in November, with secondary dips in January and March as new models arrive.

Mini-LED TVs

Mini-LED technology continues to mature rapidly, with TCL and Hisense leading the charge on brightness (up to 10,000 nits claimed). These models follow aggressive discounting patterns, often seeing 25-40% price drops during major sales and end-of-life clearance events. Samsung and TCL's Mini-LED models typically see their best pricing during Black Friday and Super Bowl season.

RGB Mini-LED TVs (New in 2025-2026)

RGB Mini-LED is the biggest new display technology trend, using red, green, and blue LEDs instead of white LEDs with color filters. Samsung, TCL, Hisense, and Sony are all launching RGB Mini-LED models in 2026 at much more mainstream sizes and prices than the initial $30,000 Samsung 115-inch from 2025. Expect premium pricing at launch with significant drops by Black Friday 2026.

Budget Smart TVs

Entry-level smart TVs from brands like TCL, Hisense, and store brands see deep discounts year-round, but especially during Black Friday, where discounts of 40% or more are common. These models are frequently used as doorbusters and loss leaders.

Brand-Specific Deal Timing Table

Here's a detailed breakdown of when to find the best deals on specific brands:

Brand	Best Months	Typical Discount	Best Sales Events	New Models Released
Samsung	February, November	10-30% (up to 50%+)	Black Friday, Super Bowl	January-April
LG	November, January-February	15-49% (up to 50%+)	Black Friday, Super Bowl	March-April
Sony	November, January	10-25% (up to 60%+ on outgoing models)	Black Friday, January clearance	March-April
TCL	November, July	15-40%	Black Friday, Prime Day	January-March
Hisense	November, January	15-40%	Black Friday, New Year sales	January-March

Real-World Pricing Examples

To illustrate how these patterns play out with actual models, let's look at some representative examples:

• LG C5 65-inch OLED: Released at $2,699 MSRP in 2025, dropped to $1,377 during Black Friday 2025 (49% off), currently available for around $1,399 during early 2026 clearance. The new LG C6 65-inch launches at $2,699 MSRP in March 2026.

• Samsung S90F 55-inch OLED: Released at $1,599 MSRP in 2025, dropped to $1,099 during clearance. The S90H successor arrives in spring 2026 with OLED Glare Free technology.

• Hisense U8N 65-inch Mini-LED: Released at $1,100 MSRP in 2024, dropped to $640 during Black Friday, currently available around $700-800. The 2026 U7 Series starts at $1,299 with a 165Hz refresh rate and sizes up to 116 inches.

• TCL QM851G 65-inch Mini-LED: Released at $1,999 MSRP, has been seen as low as $998 on Amazon during sales. The 2026 QM8L successor brings SQD Mini-LED technology.

• Sony Bravia 65-inch OLED: The XR8B hit $1,198 during Black Friday 2025, down from $3,300 MSRP, an extraordinary 64% savings on an outgoing model.

The Strategic TV Buyer's Calendar

Based on all this data, here's your month-by-month strategic shopping calendar for televisions:

Best Months

• November: Black Friday/Cyber Monday offer the year's deepest discounts (25-57% off)
• January: Post-holiday clearance combined with Super Bowl prep sales (15-40% off)
• February: Super Bowl sales focus on premium and large screen models (10-30% off)
• July: Amazon Prime Day has become a reliable mid-year buying window (15-30% off)
• May: Memorial Day brings solid discounts across most brands (15-25% off)

Decent Months

• March/April: Spring clearance as 2026 models arrive. Great time to buy outgoing models (10-30% off)
• December: Holiday sales offer good (but not best) discounts (10-22% off)

Avoid If Possible

• August/September: New models settled in, old models cleared out. Least discounting (5-10% off)
• April/June: Relatively few sales events, moderate discounting (5-12% off)

TV Industry Trends Affecting Pricing

Several key industry trends are currently influencing television pricing and should factor into your purchase decision:

1. RGB Mini-LED Revolution: The biggest TV technology story of 2026. Samsung, TCL, Hisense, and Sony are all launching RGB Mini-LED models at increasingly mainstream prices. This technology uses red, green, and blue LEDs instead of traditional white backlights, delivering dramatically better color and brightness. Expect prices to drop significantly from the initial $30,000 premium as mainstream 65- and 75-inch models arrive.

2. OLED Manufacturing Cost Reductions: Structural improvements in OLED panel manufacturing are strengthening OLED's price competitiveness, particularly in the popular 65- to 77-inch range. LG's Primary RGB Tandem OLED panels are getting brighter with each generation, and the technology is now trickling down from the premium G-series to the mid-range C-series.

3. Chinese Brands Disrupting the Premium Market: TCL and Hisense have surged from combined 22% of the premium TV market in 2023 to 36% by the end of 2024, with TCL alone jumping from 12% to 20%. This aggressive competition is driving prices down across the board, especially for Mini-LED and large-screen TVs.

4. Demand for Larger Screens: Consumer preference for 75-inch and larger screens continues to grow, and manufacturers are responding with more affordable options in these sizes. Hisense now offers models up to 116 inches, and 85-inch TVs are becoming increasingly mainstream.

5. Micro RGB (MicroLED) TVs Arriving: Samsung's Micro RGB technology debuted at $30,000 for a 115-inch set in 2025 and is expanding to sizes from 55 to 130 inches in 2026. While still premium-priced, this technology is beginning to push down prices on OLED and Mini-LED models as the display technology hierarchy shifts.

The Bottom Line: When Should You Buy?

After analyzing years of pricing data, sales patterns, and release cycles, here are my definitive recommendations:

For maximum savings (25-57% off MSRP): Shop during Black Friday/Cyber Monday in November. This remains the absolute best time to buy across all brands and price points.

For the latest models with good savings (10-40% off MSRP): Shop during Super Bowl sales in January/February, especially for premium and large-screen models.

For previous-generation models with deep discounts (20-50% off MSRP): Shop January clearance sales or March/April when retailers make room for newly announced models. Right now in spring 2026, 2025 models like the LG C5 and Samsung S90F are seeing some of their best prices ever.

For mid-year purchases with solid savings (15-30% off MSRP): Target Amazon Prime Day in July, Memorial Day in May, or Labor Day in September for respectable mid-year discounts.

Remember that while these patterns hold true across the television market, individual circumstances vary. A fantastic one-time sale on your dream TV might be worth jumping on, even if it's not during a traditional discount period.

By understanding these pricing patterns and release cycles, you're now equipped to make a strategic, well-timed purchase, and potentially save hundreds of dollars on your next television. Happy hunting!