Research-based guide. Prices are read from retailers and dated; specs are sourced, not tested by us.
The short answer
Ignore the percentage on the tag. Check what the regular price is measured against, what the same configuration costs at two other stores, and what it cost in recent weeks. In 2026 the last point matters more than usual: memory costs pushed list prices up, so a discount can simply bring a price back to where it started.
Quick answer: five checks
- What is the regular price measured against: the maker’s price, the retailer’s own reference, or a launch price?
- What did this exact model cost over the last 30 to 90 days?
- What do two other retailers charge for the same configuration?
- Is it the same configuration: memory, storage, GPU, screen?
- Who sells and warrants it, what is the return window and when does the deal end?
Three examples from Best Buy, 31 October 2026
1. A discount measured against a price that had just gone up. Best Buy listed the 13-inch MacBook Air M5 with 16GB and 512GB at $1,149, marked as $150 off a comparable value of $1,299, which is Apple’s price today. Apple raised that price from $1,099 on 25 June 2026, citing memory costs. So the $150 saving is real against Apple’s current price, but the laptop costs $50 more than at its March launch. See our MacBook Air M5 guide.
2. A bigger tag, a higher price. The HP OMEN 16 OLED with an RTX 5060, 16GB and 512GB was $1,599.99, shown as 25.6% off $2,149.99. The Gigabyte Gaming A16 with an RTX 5060, 32GB and 1TB was $1,299.99 with no discount shown. The laptop with no tag cost $300 less and has twice the memory and storage. They differ in screen, processor and brand, so this is a reason to compare, not a verdict. See gaming laptops from $1,000 to $1,500.
3. The same GPU, $500 apart. The Acer Nitro V with an RTX 5060, 16GB and 512GB was $1,799.99 with no discount shown, against $1,299.99 for the Gigabyte laptop above. Best Buy also listed other offers on the Acer from $1,299.99, which we did not check. A price on a product page is not always the lowest price for that product.
The checklist in detail
| Check | How | Red flag |
|---|---|---|
| The reference price | Find the maker’s own price page and compare; read the label (regular price, comparable value, was) | A reference far above anything the maker lists |
| Price history | Use a price-history tracker for the listing, or note the price for a week | The price rose just before the sale |
| Other retailers | Search the exact model number at two other stores | The same model is cheaper elsewhere |
| Configuration | Match RAM, SSD, GPU and screen line by line | A lower-memory or smaller-SSD version with the same name |
| Seller, returns, end date | Check who ships and warrants it, the return window and when the deal ends | A third-party seller, short returns or an end date of tomorrow |
| Date | Write down the price and the day you saw it | A price you cannot date |
Will prices fall before Black Friday?
Black Friday is 27 November and Cyber Monday is 30 November. Third-quarter PC shipments fell sharply this year, and one research firm said excess stock in some channels could prompt limited, short-term promotions while component costs keep new-PC prices high. That points to patchy discounts rather than a broad price drop; it is our reading, not a forecast. Our Black Friday guide has the dates, and build, buy or wait covers the bigger decision.
Last checked 31 October 2026. We update this guide when the numbers change and around Black Friday. How we source our guides is explained on the About page.
Sources
- Best Buy, MacBook Air M5 listings, RTX 5060 gaming laptops (read 31 October 2026) and Apple Store, MacBook Air (read 31 October 2026)
- Thurrott, Apple price increases (25 June 2026) and PhoneArena, M5 MacBook Air launch prices
- Gadgetscout, PC shipments fall in Q3 2026, citing IDC (October 2026)
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