Black Friday is the biggest annual sale event for photography gear. It’s also when photographers waste the most money on things they don’t need because a discount made it feel like a deal.

Here’s how to prepare so you buy smart and avoid regret.

What Actually Gets Discounted

Not everything drops in price equally. Understanding the patterns helps you set realistic expectations.

Camera bodies: Expect $200-500 off current-generation bodies. Previous-generation models see the deepest discounts — often $500-800 off as retailers clear inventory for newer models. These previous-gen bodies are often the best value.

Lenses: First-party lenses (Sony, Canon, Nikon) rarely see more than 10-15% off. Third-party lenses (Tamron, Sigma, Viltrox) offer better discounts — 15-25% is common. Sigma Art lenses frequently hit their lowest-ever prices on Black Friday.

Accessories: Tripods, bags, memory cards, filters, and lighting equipment see the largest percentage discounts — often 20-40% off. This is the best time to stock up on accessories you’ve been eyeing.

Software: Adobe rarely discounts Creative Cloud (they run their own sales cycle). But plugins like Topaz, Luminar, and ON1 typically offer 30-50% off.

Lighting: Godox, Neewer, and other lighting brands frequently run Black Friday specials. If you’ve been wanting to start a lighting kit, this is the time.

The Preparation Strategy

1. Make Your List Now

Decide what you need before the sales start. Write a specific list with model numbers and your maximum price for each item. This prevents impulse purchases driven by “it’s on sale” rather than “I need this.”

2. Track Current Prices

Know the current price of everything on your list. Use CamelCamelCamel (Amazon price tracker) or manually note prices from B&H, Adorama, and Amazon. Without a baseline, you can’t tell if a “deal” is actually good.

Some retailers raise prices in October and then “discount” back to the normal price on Black Friday. This is depressingly common. Price tracking protects you.

3. Set Up Alerts

CamelCamelCamel, Honey, and Slickdeals all offer price alerts. Set them for every item on your list. When the price drops to your target, you’ll be notified immediately.

4. Know Your Retailers

B&H Photo and Adorama: The most reliable for photography gear. Competitive prices, knowledgeable support, good return policies. Their Black Friday sales are legitimate.

Amazon: Good prices but watch for third-party sellers with inflated “original” prices. Only compare against Amazon’s own fulfilled pricing.

Direct from manufacturer: Canon, Sony, and Nikon sometimes run cash-back promotions or bundle deals on their own stores. These occasionally beat retailer pricing, especially for bundles.

5. Check Refurbished

Manufacturer-refurbished gear (sold through the manufacturer or authorized dealers) often hits incredible prices on Black Friday. A refurbished camera body with a manufacturer warranty at 30-40% off is often the best deal available.

Common Traps to Avoid

“Kit” bundles with junk accessories. Those “everything included” bundles with a camera, 47 accessories, a bag, and SD cards for one low price? The included accessories are almost always the cheapest possible quality. You’ll replace them within weeks. Buy the camera body or kit lens separately and choose your own accessories.

Buying gear you don’t need because it’s cheap. A $200 lens you won’t use is not a deal. A $600 lens you’ll use weekly is a deal. Price is irrelevant if you don’t need the item.

Financing for wants, not needs. “12 months no interest” makes expensive gear feel affordable. Make sure you can pay it off within the promotional period, and make sure you actually need the gear — not just want it because the payment plan makes it painless.

After Black Friday

Didn’t get the price you wanted? December and January often have equal or better deals as retailers clear year-end inventory. Black Friday is the most hyped sale, but not always the cheapest.