When to Buy a TV: The 2026 Sales Calendar

TV prices follow a predictable annual cycle. The same TV that costs full price in August drops 25-40% on Black Friday. Last year's flagship that was out of reach in spring becomes affordable in January clearance. Knowing when prices drop — and why — can save you hundreds without settling for a lesser TV. This calendar maps every major sale window in 2026.

The Annual TV Pricing Cycle

TV pricing is driven by two forces: retailer sales events and manufacturer model transitions. Retailers drop prices to move inventory during holidays. Manufacturers drop prices on outgoing models when new ones arrive. Understanding both cycles reveals six windows where prices bottom out.

January - February: Super Bowl Sales

The year opens with Super Bowl TV promotions. Retailers know that millions of Americans buy a new TV before the big game, and they compete for that demand with 10-20% discounts on current models and 30-40% clearance on previous-year stock.

What to Buy

• Previous-year premium models at clearance pricing — This is the sweet spot. Last year's flagships are being cleared to make room for the new lineup announced at CES (held in January). The picture quality is 90-95% of the new models at a fraction of the price.
• Current models with moderate discounts — Not as deep as Black Friday, but better than regular pricing.

The LG 55" OLED C4 ($800–$1,200) is a prime example — it is the 2024 OLED C-series at closeout pricing, delivering 90% of the C5 experience for significantly less. Read our review.

March - May: New Model Launches

New TV models announced at CES start arriving in stores between March and May. Samsung and LG typically ship first (March-April), followed by Sony, TCL, and Hisense (April-June).

The Opportunity

• Deepest clearance on outgoing models — Retailers need the floor space. Previous-year TVs hit their absolute lowest prices during this period.
• Do not buy new models at launch pricing — New releases are at their highest price. The same TV will be 15-20% cheaper by August.

The Amazon 55" Omni QLED 2023 ($300–$500) demonstrates this pattern — it is the 2023 Omni QLED at clearance pricing, offering QLED and Ambient Experience at near-budget cost because the 2025 model has arrived. Read our review.

June - July: Amazon Prime Day

Prime Day is typically held in mid-July and has become the second-largest TV sales event after Black Friday. Amazon discounts its own Fire TV lineup aggressively, and competing retailers (Best Buy, Walmart, Target) run parallel sales to avoid losing customers.

What to Expect

• 15-30% off current-year models — The first significant price drop on the newest TVs.
• Amazon/Fire TV brands see the deepest cuts — Insignia, Toshiba, and Amazon Omni series typically drop 20-35%.
• TCL and Hisense compete aggressively — These brands use Prime Day to gain market share with sharp discounts.
• Samsung and LG discounts are more modest — 10-15% off, with occasional deeper cuts on specific sizes.

Budget TVs like the Insignia 55" Fire TV (Under $300) often hit their all-time low prices during Prime Day. Read our review.

Prime Day Strategy

Set price alerts on the specific TV model you want two weeks before Prime Day. Many deals start 24-48 hours before the official event. The deepest discounts sell out fast — within hours on popular models. Do not comparison-shop during the event; do your research beforehand and buy the moment your target price hits.

August - September: Back-to-School Lull

This is the worst time to buy a TV. Retailers focus on back-to-school electronics (laptops, tablets). TV prices stabilize at their post-launch "settled" pricing — typically 10% below launch price but well above sale pricing. No major TV-focused sales events happen in this window.

The Exception

Labor Day (early September) brings minor sales — usually 10-15% off — at Best Buy and Costco. Decent if you cannot wait, but not worth rushing for.

October: Prime Big Deal Days

Amazon's second Prime Day event (Prime Big Deal Days, typically mid-October) offers a preview of Black Friday pricing. Discounts are slightly shallower than July Prime Day for TVs, but it serves as a useful benchmark for Black Friday expectations.

When October Makes Sense

• You found your target TV at a price you are comfortable with
• You want to avoid the Black Friday rush and potential stock-outs
• The specific model you want is at risk of being discontinued before November

November: Black Friday and Cyber Monday

The main event. Black Friday remains the single best day to buy a TV. Prices drop 25-40% below regular pricing, and doorbuster deals at Best Buy and Walmart can reach 50% off on select models. Cyber Monday extends the window with online-only deals that are slightly less aggressive but still excellent.

Black Friday TV Deal Categories

• Doorbusters (limited quantity, in-store or early online) — The deepest discounts. Specific models, often in limited quantities. These sell out within hours. The TV may be a retailer-exclusive SKU with slightly lower specs than the standard model — always check the model number.
• Broad sales (25-35% off popular models) — The main event for most buyers. Current-year models from Samsung, LG, TCL, Hisense, and Sony at their best prices of the year. These deals typically last through Cyber Monday.
• Bundle deals (TV + soundbar, TV + streaming stick) — Some retailers bundle accessories at a discount alongside the TV. Evaluate whether you actually need the bundle items — sometimes buying separately is cheaper.

The TCL 65" QM6K ($500–$800) and the Hisense 65" U75QG ($500–$800) are already aggressive values at regular pricing — on Black Friday, they become some of the best TV deals available at any price. TCL review | Hisense review.

December: Holiday and Post-Holiday Sales

Early December offers slightly elevated prices as last-minute holiday shoppers pay a premium. Post-Christmas (December 26-31) brings a brief clearance window as retailers dump remaining inventory before year-end accounting. Prices are better than August but not as good as Black Friday.

The Pricing Strategy Summary

Three Rules for Smart TV Buying

1. Buy Last Year's Model Whenever Possible

Year-over-year improvements in TV technology are incremental. A 2024 model at 30-40% off outperforms a 2025 model at the same price almost every time. The exception is a genuine technology leap — like LG's Tandem OLED or TCL's Halo Control system — where the new tech solves a real problem.

2. Research Before the Sale, Not During It

Black Friday pressure causes impulse buys. Every year, millions of buyers grab a "great deal" on a TV they did not research, then discover it lacks features they need. Read our reviews, decide on your model, and use the sale purely as a trigger to buy at the right price.

3. Set a Price Alert and Stick to Your Target

Use Amazon price tracking tools (CamelCamelCamel, Honey, or Amazon's own wishlist alerts) to monitor your target TV. Set a price you are willing to pay based on historical lows. When it hits your number, buy — regardless of whether a "bigger sale" might come later. Waiting for a marginally better deal often means missing the deal entirely.

Frequently Asked Questions

Time Your Purchase, Maximize Your Budget

Buying the right TV at the right time can save 25-40% — enough to move up an entire tier. A buyer with a mid-range budget who shops on Black Friday can afford a Mini-LED TV that would have been out of reach at regular pricing. Check our TV budget guide to understand what each price bracket delivers, then use this calendar to hit the best window. For month-by-month detail, see our TV deals calendar.