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ComplicatesBetween the Receipts · BTR Vol 2·July 2026

TV prices: the cheap deals are new models, not cuts on old ones

Around the July 4th sales, retailers and the press touted record-low TV prices. On the sets that stayed on shelves all year, US list prices did not move: the same-SKU index sat at 100. The lower prices shoppers noticed came from newer, cheaper models entering the lineup, not markdowns on existing models.

Data through early July 2026.

100
same-SKU TV list-price index after one year (no change)

The claim

TV prices hit record lows during the July 4th sales.

Source: Tom's Guide, July 2026

What the shelf shows

  • Like-for-like, TV list prices were flat over the year.
  • The headline deals came from lower-priced new models joining the range, which pulls the average price down without any existing set getting cheaper.

How we tested it

Same-SKU list-price index: each set tracked against its own price a year earlier.

Definitions of every measure are on the methodology page.

What it means

Average-price series can show deflation that no shopper of an existing model would experience. Separating matched-SKU change from mix shift avoids reading range changes as price cuts.

Related

Mix shiftMatched-SKU inflation (same-SKU price change)Price architecture
  • Measuring category inflation from online prices

How to cite

Recommended wording
“According to Data Purl, around the July 4th sales, retailers and the press touted record-low TV prices.”
Scope
US televisions, same-SKU list-price index over one year; online listed prices at covered retailers
Data through
early July 2026
Method
Between the Receipts Vol 2; definitions on the methodology page
Published
July 2026

Data Purl, "TV prices: the cheap deals are new models, not cuts on old ones", Between the Receipts (BTR Vol 2), July 2026. https://data-purl.com/research/tv-prices-new-models-not-cuts

Published by Data Purl for information only. Not investment advice.

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