As Black Friday approaches, it is estimated that there is probably going to be a price cut on big screen TVs for US customers by as much as 40 percent from last year. Add the free home deliveries, affordable EMI options and bonus gifts to this and the Holiday Season of 2011 looks better than ever. In the words of Dennis May (Chief Executive Officer of Hhgregg Inc), “We are going to be very promotional. We are going to be aggressive.”

The main reason as to why huge discounts are on the cards this holiday season is actually economical. Two of the top manufacturers, namely Sony and Panasonic have suffered enormous losses in their TV business due to a number of reasons; one of them of course, being the current recession in US. With some of the top manufacturers suffering losses and the others just managing enough sales to avoid the losses, it is only logical that the companies will offer lucrative discounts on their products. Besides, massive discounts would also encourage the currently shelled American customers to think about buying a big screen TV in the spirit of the holiday season. In a situation like this where the sales are going down, even the discounts and offers will be a way for the manufacturers to compete in order to make the best of the diminished market. Colin McGranahan, a Bernstein analyst put it best when he said ” It is going to be a dogfight. Everyone’s going to be fighting because demand is not great.” Although it’s bad news for the companies, this undoubtedly presents an opportunity for the US consumers to make the most and cash in on the situation.