Black Friday is just around the corner, and there’s no time like the present (pun intended) to start making those holiday shopping lists and checking them twice. And every good gift-giver knows that the best time to score big savings on TVs, headphones, smart accessories, and more is during Cyber Week, which kicks off with Black Friday on Nov. 28 this year. Or is it?
Also: Our favorite early Black Friday deals
Suppose you think Black Friday hasn’t been the same since we stopped tackling each other in aisles, queuing over expensive systems and coveted toys, and rushing out to brick-and-mortar stores to hit the midnight sales — and maybe you’re right. The truth is, some of today’s deals are actually quite shady — inflated markups that aren’t necessarily seasonal bargains.
As a result, there’s more onus than ever on you as a consumer to vet holiday purchases and prices to make sure they are truly deals worth buying. ZDNET is dedicated to helping you not only find the best tech products, but also get the best deals on them and the most trustworthy places to buy them.
Also: Don’t shop Black Friday until you do these 5 simple things (a shopping editor’s advice)
I cover deals 24/7, and I’ve watched the prices of popular tech products fluctuate throughout the last 10 or so months this year. I know what’s a reasonable offer, what’s not, and what, quite frankly, misses the mark. That’s why I teamed up with ZDNET’s Editor in Chief, Jason Hiner, to share the top products we hope to see on sale this Black Friday — and why.
We analyzed the lowest prices, best discounts, product age, and new product releases to help us narrow down our picks, and with some sales already underway, we’re not sugarcoating anything. We won’t be adding any of these products to our carts unless we see some great prices, and for their sake, we hope these brands are channeling the ghost of Christmas deals’ past this holiday season. Here’s why.
Note: All price data was gathered on Nov. 20 from CamelCamelCamel using the respective product links from Amazon.
The 5 tech products that need a great Black Friday deal in 2025
What we want to see: On sale for under $139.
Why: Apple, we’re bored. The initial AirPods Pro 2 were released in 2022, and have since been replaced by the newer AirPods Pro 3 — but they only recently dropped below $160. And if you have a pair of AirPods Pro 2, they’re anywhere from two to three years old, depending on their charging connector.
Though they once sold for $250, the Pro 2 flexed between $169-$199 at various points over the last year, and with their age and placement in Apple’s earbud lineup considered (yes, even the USB-C model), they’re due for a really great discount. Walmart cut the buds to $139 during its first holiday deals event (and its still live now), so we’d really like to see other retailers offer even better savings on Nov. 28 — not just match that. Bring back real Black Friday discounts.
We want to see the AirPods Pro 2 for $139 or less for Black Friday, making them a sub-$130 buy that’s highly giftable and still a great investment for someone wanting to stay in Apple’s ecosystem with their earbuds, and get a few more features than those offered in the base model AirPods. We’d also love to see a more substantial discount on the newer AirPods Pro 3 this Black Friday, though that may be less likely.
Also: AirPods Pro 2 vs. AirPods Pro 3
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What we want to see: On sale for $110 (or less).
Why: Kindles hold great value over time, as many people continue reading on their Kindles for years on end. That makes them great investments and great gifts, and highly covetable products when they hit a discount. They usually see their best prices during Amazon specific sale events like Prime Day, but we’d be thrilled to see some better savings for Black Friday.
The latest Kindle Paperwhite (12th Gen) sells for $160, but its best price since its release in 2024 was $125 during this year’s October Prime Day sale. Right now, Amazon’s Black Friday sale is offering it for that same $125. For us, Black Friday this year needs to beat that, not just meet it. We’d like to see the popular e-reader on sale for at least $110, which is roughly 30% off, but Amazon would really impress us if it (even temporarily) discounted this Kindle to around $105, which is about 35% off. In Oct. 2023, the previous Kindle Paperwhite (11th Gen) sold for $95, which was one of its lowest prices before it was retired.
Also: I tested the latest Kindle Paperwhite and it has the one feature I’ve been waiting for
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What we want to see: Any actual discount on the Switch 2 system or Switch 2 bundles.
Why: This may ruffle some feathers, but Nintendo truly feels like the Scrooge of the tech world. The brand rarely discounts its gaming systems, and from a business standpoint, they don’t have to. The demand is always there to sell the Switch 2 system, which was released in June, for $449, but we can’t help but feel disappointed by Nintendo’s lack of holiday cheer, especially in a turbulent economic time.
Also: Get a free Nintendo Switch when you sign up for a Verizon home internet plan – here’s how
Nintendo recently announced its Black Friday sale, which primarily includes discounts on select games and other items, like MicroSD cards. To no surprise, there are no plans to discount the Switch 2 (unless Nintendo has something hidden on the sleigh this year). The only way to “save” any small amount on the Nintendo Switch 2 is to purchase one of the bundle packs, like the Switch 2 + Mario Kart World bundle for $500, which nets you some savings, as many Switch games cost around $70 each. There’s also some options to trade-in older systems for credit at select retailers.
We know that any discount on this system is highly unlikely, unless you’re shopping refurbished or renewed models, or planning to buy the older Switch, but we couldn’t skip including what’s likely one of the hottest tech products across wishlists this year in this roundup. The system may be rated E for everyone, but the savings are rated M for “missing.”
Also: I managed to buy a Nintendo Switch 2 – and it’s easy to see why it’s flying off shelves
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What we want to see: On sale for under $2,000.
Why: We love Sony’s 2025 flagship OLED TV for those looking to elevate their home setup. In fact, it just received a ZDNET Editors’ Choice Award in October. TV reviewer Taylor Clemons says it’s nearly perfect for movie lovers who want to take their home theater to the next level — but it’s also incredibly pricey.
Sony has been selling the Bravia 8 II for $3,300, and it has already been discounted by $1,000 (approximately 23% off) at several major retailers, bringing its sticker price down to $2,300 for the 65-inch model. And while this is technically the TV’s best price yet, Black Friday should sweeten those savings rather than continuing to match that price for the remainder of November. The 55-inch model of this TV is on sale for under $2,000, though.
In the good old days, TVs were pinnacle products available at significant savings during the holidays, and we want that nostalgia back. We’d really like to see this premium 65-inch Sony TV sell for under $2,000, which is just around 40% off. That’s an incredibly good deal on a TV that many customers may typically be priced out of, and while $2,000 is still a significant investment, TVs remain a popular tech purchase for households and families that withstand years of use. Additionally, as a bonus, we’d expect even larger discounts on the older Sony Bravia 7 TV, providing buyers with even better choices and opportunities to save this holiday season.
Also: Why I’m recommending the Sony Bravia 8 II over competing OLED TVs – especially to enthusiasts
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What we want to see: At least $25 savings.
Why: The Oura Ring Gen 4 Ceramic is new. The smart ring only launched last month, and offers a totally new finish material for the wearable brand. It retails for a splashy $499, though it comes in fun, vibrant colors. It hasn’t seen a discount yet, and what better place to offer first-time savings than during Black Friday?
Also: I convinced my mom to buy an Oura Ring – my biggest regret is not buying at this price
Oura has held sales in the past on both Amazon and its own website, but the savings are never incredibly significant. The standard Ring Gen 4 was on sale for around $300 (save $49) during this year’s October Prime Day event after being on the market for roughly nine months. We’ve seen Oura offer $20-$30 off their latest rings before, so we’d expect a similar offer for this new model during one of the biggest shopping seasons of the year. Right now, the Ring Gen 4 classic is on sale for up to 30% off, but the ceramic model is still at regular price.
Like the Nintendo Switch 2, we’re sure this Oura Ring is at the top of many holiday wishlists this year, and sales just make the season that much sweeter.
Also: Is the $500 Oura Ring 4 Ceramic worth it? I tested it for a week, and here’s my verdict
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When is Black Friday?
This year in the US, Black Friday is on Nov. 28, 2025, one day after Thanksgiving, which falls on Thursday, Nov. 27.
When is Cyber Monday?
This year in the US, Cyber Monday falls on Dec. 1, 2025, just a few days after Thanksgiving and Black Friday 2025.
What are the best gifts?
We’ve curated our top tech picks for the holiday season, perfect for gifting to yourself or a loved one. Shop our gift guides below:
Looking for more holiday coverage? Check out our favorite early Black Friday offers. Plus, explore ZDNET’s comprehensive Black Friday shopping guide and find everything you need to know to save, including sale dates, times, and top offers.
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