Best Time to Buy a TV: Skip Black Friday, Wait for This Month

Black Friday TVs are a marketing event, not a discount event. The TVs you see on the Black Friday flyer for $399 are usually derivative-model-number TVs — same brand, same screen size, lower spec — designed specifically to attract foot traffic without cannibalizing the manufacturer’s main lineup. They’re not bad TVs. They’re just not the TV in the review you read.

If you want a TV that matters — a premium OLED, a quality QLED, a real flagship from LG, Samsung, Sony, or TCL — there’s a better window. Several, actually.

Window 1: Super Bowl weekend (late January / early February)

This is the year’s deepest discount window for premium TVs, and most shoppers miss it. The reason: TV manufacturers want to capitalize on Super Bowl viewing, and retailers run their most aggressive promotions in the two weeks leading up to the game. Combined with January-clearance momentum from CES (the consumer electronics trade show in early January), the prices fall hard.

What hits its yearly low here:

• LG C-series and G-series OLEDs
• Sony Bravia OLEDs (particularly the A95L/M and successors)
• Samsung S90/S95 OLED
• Premium QLED from Samsung, TCL, and Hisense

The discounts are real — often $400–800 below the Black Friday price for the same flagship model.

Window 2: late spring (March–May)

New TV model launches happen in March through May, depending on the manufacturer. The arrival of new flagships pushes outgoing models into clearance:

• Last year’s LG C-series typically drops by $400–600 within weeks of the new model’s announcement.
• Outgoing Sony OLEDs see similar treatment, though Sony discounts are typically slower and shallower.
• Samsung manages the cycle more aggressively, with steeper drops on the older S-series.

If you’re willing to buy “last year’s” flagship — which is, to be clear, still a phenomenal TV — late spring is the second-deepest window of the year.

Window 3: Amazon Prime Day (July)

Prime Day is genuinely good for mid-tier TVs from TCL, Hisense, and Amazon’s own Fire TV Omni series. Premium OLEDs occasionally appear at strong discounts but the Super Bowl window typically beats it.

What hits its yearly low here:

• TCL Q-series and 6-series QLEDs (genuine flatscreen value)
• Hisense U-series ULED
• Amazon Fire TV Omni QLED Series
• Mid-tier Sony Bravia X-series

Window 4: Black Friday / Cyber Monday

Now the surprise: Black Friday is still good for budget-tier TVs and entry-level QLEDs. If you want a 65” 4K TV under $400, Black Friday is your window. The doorbuster Insignia, Onn, Hisense A-series, and TCL 4-series at Walmart and Target are real deals — they just aren’t the TVs review sites are talking about.

What hits its yearly low here:

• Budget 4K models (under $500)
• Roku TVs from Onn, Insignia, TCL 4-series
• Some refurbished premium models from Best Buy Outlet

If you don’t care about the latest panel technology and just want a big screen for a basement or kid’s room, take the Black Friday deal.

What “model year” actually means

Here’s the trick most people don’t know: when LG releases the C5 in March 2026, the C4 (released in March 2025) becomes “last year’s model” and gets a $400–800 markdown. The C4 is essentially the same TV. The picture quality difference between consecutive flagship years is real but small. You’re paying a 20–30% premium for “current year” status.

The CX (2020 OLED) is still a phenomenal TV in 2026. The price has dropped 60% from launch. If you can find one open-box or refurbished, it’s the cheapest entry into the OLED tier.

Where to shop

Best Buy — Best Buy’s TV pricing is usually the most aggressive at retail. Their Best Buy Outlet (online) regularly has open-box and refurbished premiums at 25–40% off, with the manufacturer warranty intact.

Costco — Limited model selection, but Costco bundles a 2-year extended warranty for free on most TVs, effectively adding $150–200 of value. Their Black Friday pricing on select models is hard to beat.

Amazon — Most variable. Some weeks Amazon prices below Best Buy; other weeks the opposite. Always check both.

Sam’s Club / Walmart — Budget-tier focus, but their TCL and Onn prices are often the lowest in the market.

Manufacturer direct (LG, Sony, Samsung) — Surprisingly competitive on launch promos and bundle deals (free soundbar, etc.).

Specific advice by tier

• Budget ($300–600): Buy on Black Friday or Prime Day. Brands: TCL, Hisense, Onn, Insignia.
• Mid-tier ($600–1,200): Buy on Prime Day or in late spring (after new models launch). Brands: TCL Q-series, Hisense U-series, mid-tier Sony X-series.
• Premium OLED/QLED ($1,200+): Buy on Super Bowl weekend or in late spring on outgoing models. Brands: LG C-series, Sony Bravia OLED, Samsung S-series.

The rule

Never buy a premium TV on Black Friday. Buy a premium TV on Super Bowl weekend, or buy last year’s premium TV in late spring. The discount gap between “Black Friday OLED” and “Super Bowl OLED” is $300–500 for the same model — and the wait is six weeks.

Six weeks for $500. That’s the math.