Sony Black Friday 2026: what to buy now and what to wait for
Sony’s summer rebates were scheduled to end October 11, and we haven’t seen Sony announce its holiday savings yet. Last year they started early, on Monday, November 3, and brought Sony’s biggest cuts of the year. Black Friday is November 27 and Cyber Monday is November 30. The one standout today is the a7 IV at B&H for $1,998, which matches last Black Friday’s price.
| Camera | Our call | Regular price | Black Friday 2025 |
|---|---|---|---|
| a7 IV | Buy at $1,998. B&H lists it now. | $2,498 | $1,998 ($700 off) |
| a7 V | Wait for the first Sony rebate. | $2,899 | Not on sale yet (launched December 2025) |
| a7C II | Buy at $2,098 or less. | $2,498 | $200 off plus $50 cashback |
| a7R V | Wait for $3,298 or less. | $3,798 | $3,298 ($900 off) |
| a6700 | Buy at $1,398 or less. | $1,498 | $1,498 at B&H ($100 off) |
| a1 II | Wait for a rebate. Tracker. | $6,998 | No November 2025 row. $6,498 was early 2025. |
“Black Friday 2025” is the price after Sony’s holiday rebates, which were live at B&H, Amazon and Adorama from November 3, 2025. “Regular price” is the B&H listing price without a Sony rebate, except the a7R V, which is the price Allen’s Camera listed before its October sale. Checked October 22, 2026. Prices change often, so each button below opens the live listing.
B&H lists the a7 IV at $1,998, marked $500 off $2,498, and we couldn’t find an end date. Sony’s summer rebates were scheduled to end October 11, and Allen’s Camera’s October sale (a7R V $300 off, plus lens and accessory cuts) ended October 18. That’s the same price as last Black Friday, when Engadget called it an all-time low. If you want an a7 IV, we’d buy it now rather than wait for a deeper cut.
Sony’s Black Friday and Cyber Monday 2026 timeline
| Date | What to expect |
|---|---|
| Sun, Oct 11 | Sony’s summer savings were scheduled to end at B&H, Amazon and Adorama. |
| Sun, Oct 18 | Allen’s Camera’s Sony October savings ended, including $300 off the a7R V. |
| Early November | The likely start of Sony’s holiday savings. Last year they began Monday, November 3, with the a7 IV at $700 off and the a7R V at $900 off, plus a $50 cashback on many bodies that ran to January 1. |
| Fri, Nov 27 | Black Friday. |
| Mon, Nov 30 | Cyber Monday. |
This is last year’s pattern, not an announcement. We couldn’t confirm when Sony’s 2025 holiday savings ended, only that the cashback ran to January 1. We’ll update this page when Sony publishes its 2026 dates.
Sony camera deals, model by model
Sony a7 IV
Buy nowThe 33MP hybrid body is $1,998 at B&H. Last Black Friday it was also $1,998, after $700 off a price of about $2,698. Engadget wrote then that it had never seen the a7 IV below $2,000. B&H now lists the regular price as $2,498, so the same final price is only $500 off. Its dual card slots, 4K60 video and in-body stabilization still make it the best value in Sony’s lineup. See our a7 IV tracker.
Sony a7 V
WaitThe a7 V is $2,899 and has had no Sony rebate since its December 2025 launch. This is its first holiday season, so an official rebate is the thing to wait for. We cover the kit math and the UK price cut in our Sony a7 V tracker.
Sony a7C II
Good at $2,098The compact 33MP full-frame body lists at $2,498 at B&H, and Amazon had it at $2,098 on October 7. Last Black Friday Sony’s rebate was $200 plus a $50 cashback, which would be $2,298 from today’s B&H price, so $2,098 already beats it. Choose the a7C II over the a7 IV when size matters more than a second card slot. See our a7C II tracker.
Sony a7R V
WaitThe 61MP body was $3,298 last Black Friday, $900 off, which Engadget called its lowest price ever. Allen’s Camera listed it at $3,798 before taking $300 off to $3,498 until October 18. Wait for $3,298 or less. See our a7R V tracker.
Sony a6700
Good at $1,398The 26MP APS-C body lists at $1,498 at B&H. Last Black Friday Sony’s rebate was $100, which from today’s price would be $1,398, and Amazon sold it at $1,398 on June 29. That’s the price to hold out for, and a bigger discount is unlikely. See our a6700 tracker. The a1 II is a different camera: the body is $6,998, with no crossed-out price, and NowInStock shows that dollar from July 2025 through March 2026. See the a1 II tracker.
Creator and cinema bodies
ZV-E10 II and FX30B&H lists the ZV-E10 II body at $1,198, with no crossed-out price on October 30. Our October 22 check had the 16-50mm kit at $1,298. Last Black Friday the black body was $100 off, and the FX30 was $300 off plus a $50 cashback. B&H listed the FX30 body at $2,098 on October 28, and the XLR-handle kit at $2,498. The FX3A, the current FX3, is $4,298. The full-frame ZV-E1 is a different camera: B&H’s black body was $2,498 on November 1, and NowInStock’s B&H log shows $2,198 on April 27, 2026. Wait for $2,198 or less. See our ZV-E10 II tracker, ZV-E1 tracker, FX30 tracker and FX3 tracker.
Shopping across brands? See our Canon, Nikon, Fujifilm and Panasonic guides.
Sony lens deals
Sony’s lens rebates are small. Most G Master lenses were $100 off last year, and a few zooms got $200. Third-party E-mount lenses from Sigma, Tamron, Viltrox, Zeiss and others also have their own sales at B&H, Amazon and Adorama. Allen’s Camera’s October sale ran to October 18 with $100 off lenses such as the FE 100-400mm GM (listed at $2,698 after the cut) and FE 24mm f/1.4 GM ($1,498), but it has ended.
| Lens | Rebate last holiday season |
|---|---|
| FE 24-70mm f/2.8 GM II | $200 |
| FE 24-105mm f/4 G OSS | $200 |
| FE 70-200mm f/2.8 GM OSS II | $100 |
| FE 100-400mm f/4.5-5.6 GM OSS | $100 |
| FE 200-600mm f/5.6-6.3 G OSS | $100 |
| FE 12-24mm f/2.8 GM | $100 |
| FE 50mm f/1.4 GM | $100 |
| FE 85mm f/1.4 GM | $100 |
Rebate amounts from retailer lists published in September and November 2025. They aren’t promises for 2026.
Pro standard zoom
FE 24-70mm f/2.8 GM IIIt had a $200 rebate last year, the largest on Sony’s lens list. Wait for the holiday savings.
Bundles, cashback and stacked offers
- Instant savings are the same at every authorized dealer. Last year’s rebates appeared together at B&H, Amazon and Adorama, so choose by stock, returns and bundles.
- Cashback: last year Sony added a $50 cashback on the a1, a7R V, a7CR, a7 IV, a7C II, a7 III and FX30, extended to January 1. Cashback is normally claimed after you buy, so check how it is paid before you count on it.
- Dealer bundles: B&H sells camera bundles with a bag and memory card, sometimes with instant savings on top. Compare the bundle against the body price plus what you’d buy anyway.
- Sony Store: Sony says its store offers up to 5% back in points and discounts for education, healthcare and military customers through ID.me and Unidays. Check how those combine with a sale.
Where to buy Sony gear on Black Friday
- B&H: an authorized Sony dealer that carries every rebate and many bundles. Online checkout closes for Shabbat from Friday evening to Saturday night, including Black Friday, so order before Friday evening.
- Adorama: an authorized dealer that carried the same Sony rebates last year.
- Amazon: Sony’s rebates appeared there too. Buy only when the listing is shipped and sold by Amazon.com or Sony, so you get a US-warranty unit. Third-party sellers sometimes list Sony bodies far below authorized dealers, and those can be import units.
- Best Buy: useful for store pickup. Check that its price matches Sony’s rebate.
- Sony Store: sells directly, with the loyalty points and group discounts described above.
Sony Black Friday FAQ
When is Sony’s Black Friday sale in 2026?
Black Friday is November 27 and Cyber Monday is November 30. We haven’t seen Sony announce its holiday dates yet. Last year its US holiday savings started on Monday, November 3, so expect the main rebates in early November.
Is the Sony a7 IV at $1,998 a good price?
Yes. It’s the same price as last Black Friday, which Engadget called an all-time low. B&H lists it as $500 off $2,498 and we couldn’t find an end date, so don’t count on it lasting.
Sony a7 IV or a7 V?
The a7 V is $2,899, about $900 more than the a7 IV today. It adds a faster partially stacked sensor with 30 fps bursts, pre-capture and oversampled 4K60 video. If you shoot action, the a7 V is worth waiting for a rebate. For most other shooters, the a7 IV at $1,998 is the better value. See our Sony a7 V tracker.
Will the Sony a7 V go on sale for Black Friday?
Possibly, but Sony hasn’t discounted it in the US since launch. A first holiday rebate is plausible, since Sony has already cut its UK price. We’d treat any official Sony rebate as the signal to buy.
What is Sony’s cashback?
A rebate paid after you buy, separate from the instant savings. Last year it was $50 on many bodies and some lenses, and it ran through January 1. We haven’t seen a 2026 cashback announced.
Are Sony lens deals worth waiting for?
Usually only a little. Last year most G Master lenses were $100 off and a few zooms were $200 off. A lens you need now loses little by buying today.
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