Black Friday 2025 is delivering serious tech deals, and retailers aren't messing around. WIRED's Reviews team is tracking the biggest discounts live, with premium coffee makers slashed 47% and smart health wearables seeing their steepest cuts of the year. If you've been waiting for quality tech to hit reasonable prices, today's your day.
The 2025 Black Friday tech landscape just shifted into overdrive. WIRED's Reviews team started tracking deals at 7 AM EST, and what they're finding defies the usual Black Friday pattern of mediocre discounts on questionable products. This year, premium tech brands are actually participating with meaningful price cuts.
The standout deal breaking the internet this morning? Moccamaster's legendary KGBV Select Coffee Maker plummeted to $179 on Amazon, down from its usual $339. That's a stunning 47% discount on what coffee enthusiasts consider the gold standard of drip brewing. The Dutch-engineered machine typically holds its value like a luxury watch, making this price drop genuinely shocking.
"This is not any drip coffee maker," according to WIRED's live coverage. "It's an heirloom-quality Dutch brewer famed for its durability and consistency." The team's advice? Buy a color you'll still love in five to ten years, because these machines are built to outlast your kitchen.
The smart wearables category is seeing equally aggressive cuts. Ultrahuman's Ring AIR dropped to $239 at Best Buy, slashing $109 off the health-tracking smart ring that's been positioning itself as a sleeker alternative to Oura. The timing couldn't be better for health-conscious shoppers who've been eyeing continuous biometric monitoring but balking at the premium pricing.
What's driving this year's deeper discounts? Retailers are responding to a consumer pullback that started in Q3. Amazon and other major players are clearly betting that steep cuts on premium items will drive the volume needed to hit their holiday targets. The strategy appears to be working - WIRED's live tracker shows inventory moving significantly faster than previous years.
The broader pattern emerging from today's deals suggests a shift in Black Friday strategy. Instead of the traditional model of discounting lower-end products with inflated original prices, major retailers are offering genuine markdowns on items that rarely see sales. This is particularly evident in the coffee equipment space, where brands like have historically maintained strict pricing.
