The shopping frenzy is officially underway. Two weeks before Black Friday arrives on November 28th, major retailers are already dropping massive discounts on tech favorites, from Apple's MacBook Air hitting an all-time low of $749.99 to Sony's award-winning TVs slashed by over $1,000. Smart shoppers aren't waiting around.
Black Friday isn't technically here yet, but tell that to your wallet. The holiday shopping assault began in earnest this week, with retailers unleashing waves of early discounts that rival—and sometimes beat—past Black Friday pricing.
Apple led the charge with its M4 MacBook Air hitting a record-breaking $749.99 at Amazon, marking the steepest discount we've seen on the company's latest laptop. The 25% price drop signals how competitive this year's holiday season will be, especially as retailers fight for consumer dollars amid economic uncertainty.
The audio wars are heating up too. Bose slashed its flagship QuietComfort Ultra headphones by $130 to $299 across Amazon, Best Buy, and its own storefront. But the real shocker came from Walmart, where Apple's AirPods Pro 2 with USB-C dropped to just $139—a stunning $110 off retail that makes premium noise cancellation accessible to budget-conscious buyers.
"We're seeing retailers pull out all the stops earlier than usual," according to industry observers tracking deal patterns. The aggressive pricing suggests companies are betting on volume over margins this holiday season.
TV deals are particularly noteworthy this year. Sony's Bravia 8 II, crowned "king of TV" by Value Electronics' expert panel earlier this year, now sells for $1,998—down from $2,999 for the 55-inch model. The OLED display's perfect blacks and 120Hz refresh rate make it ideal for both movie buffs and gamers, especially with the PlayStation 5 Pro launching into the holiday season.
LG isn't sitting idle. The company's 55-inch C5 OLED dropped $804 to $1,196.99, offering an entry point into OLED technology without the premium price tag. For those wanting to go bigger, LG's 77-inch G5 OLED—a wall-mountable flagship—fell over $1,000 to $3,496.99.
The smartwatch category tells a fascinating story of market positioning. Google's Pixel Watch 3 plummeted to $199.99 ($100 off), while Garmin cut its premium Fenix 8 to $749.99 ($250 off). These moves suggest both companies are prioritizing market share over margin protection as dominance continues.