This year, Black Friday tech shoppers should heed one important message: Don’t wait, buy now. Why? Because certain components are skyrocketing in price—and it’s expected to get even worse. DRAM prices, for example, have doubled in little more than a month.
AI hyperscalers have snapped up whatever they can buy. As OpenAI and its rivals throw billions of dollars at hardware makers, commodity chip vendors are prioritizing them over consumers. That means fewer components for you. And have you heard about tariffs?
Intel has already told analysts that it’s de-prioritizing its low-end, cheap PC microprocessors and predicting shortages in 2026. DRAM? Forget about it: DDR4 memory is being phased out, and DDR5 price trends are almost going vertical. SSDs are less affected, but still under pressure. Same for GPUs. Weirdly, laptop buyers might see better deals than normal, if only because vendors want to offload inventory.
Black Friday, indeed.
So what can you do? Each year, PCWorld digs through tech deals, with an eye towards bringing you the best tech deals on laptops, Chromebooks, SSDs and storage, components, and more. This year, we wanted to know where you could expect savings, and where you might have to squint hard to find a good deal. Some companies were happy to go on the record. Most weren’t, or declined to comment. Because they’re still trying to figure out what to offer. “Black Friday” obviously isn’t just a day. It’s a season.
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How to shop Black Friday like a pro
PCWorld.com is publishing deal roundups for all your favorite components. But before even talking about where you’ll be able to find deals, there are two Black Friday shopping strategies that you’ll want to know for 2025: the power of bundles, and of buying used.
Bundles: In years past, you may have seen an e-tailer toss you a free gift card for buying something. In 2025, look for this strategy to reach another level. Ryan Marinelli, the principal technical specialist for PCPartPicker.com, said that he’s already seen a motherboard, 32GB of RAM, and a Steam card bundled together: a hard-to-find, expensive component bundled with something more easily accessible. Software and gift cards are always available, and they might be used more frequently during the 2025 holiday season.
Used: You’re probably familiar with eBay and possibly Amazon’s Renewed program. But Amanda Stefan, the chief executive of used-component marketplace Jawa.gg, told PCWorld.com: “Ever since the word ‘tariff’ was uttered, our business has tripled year over year.”
“Typically, you’ll save 20 to 40 percent off of buying something new,” Stefan added. (Read more in our Jawa.gg profile.)
Unfortunately, retailers have begun hiking prices in September and October, only to then drop them in November and December to create “sales.” The main culprits have been tablets and phones, according to a study performed by KnownHost throughout 2023 and 2024. Laptops, fortunately, weren’t as susceptible.
Still, retailers and vendors are hiking more prices early to create the illusion of a sale during Black Friday, from 16 products out of the 60 KnownHost tracked in 2023, to 19 out of 60 in 2024. The good news? More lowered their prices for Black Friday, from 5 to 22 across 2023 to 2024.
We asked Amazon, Newegg, and Best Buy for comment. All declined.
Laptops and Chromebooks: Yes, deals are a possibility
The word of the year for 2025 has been “tariff.”
Though tariffs roiled the laptop market in March and April, President Trump seems to have backed off a trade war that few welcomed. On Nov. 10, Trump met Chinese president Xi Jinping, who agreed to reduce exports of chemicals that can be used to make fentanyl, the rationale that Trump has used to levy tariffs against China. However, Trump’s powers to apply tariffs — under debate in the Supreme Court — might still remain, but with limitations.
All that means is, well, who knows? PC and component makers did everything they could to avoid tariffs, drop-shipping them to other countries, migrating production facilities, and selling systems that had already cleared U.S. customs. Given that retailers and e-tailers aren’t disclosing which systems have been tariffed, there’s no point in trying to play detective as to which laptops and PCs will be hurt by tariffs — just look for the best prices.
The problem is that component shortages are biting hard, and consumers might not be aware of how hard. “I think if you’re considering a PC, I’d move [quickly] if you find the deals,” said Ryan Marinelli, a principal technical specialist for PCPartPicker. “And I wouldn’t wait to see whether on Black Friday there is going to be the best deal.”
Joel Lee / IDG
“If you have the money and you’re ready, I I would purchase the system instead of waiting and holding out to save $10 because you never know what it’s going to be tomorrow, especially with RAM and storage,” Marinelli said.
With that said, analysts are making some early guesses about where laptop and Chromebook deals could arrive.
“It’s important to note that different vendors will be impacted at different rates based on their scale,” Tom Mainelli, who heads IDC’s Device and Consumer Research Group, said in an email. “For example, PC vendors such as Dell and Lenovo should be able to achieve better pricing even in a constrained market than some of their competitors, since they also purchase large volumes of these components for their infrastructure businesses. Similarly, Apple—which purchases huge volumes across its Mac, iPad, and iPhone lines—should enjoy better pricing than most.”
There are a few forces at work: First, the holidays are the time-honored opportunity to clear out older inventory. IDC analyst Ryan Reith, the group vice president with IDC’s Device Trackers, had said in October that vendors are going to have to decide between refreshing a PC lineup with components that could run the risk of tariffs, and holding on to outdated inventory.
“The supply side of the PC industry is doing its best to navigate the unknowns as no one wants to sit on their heels and potentially miss an opportunity, but at the same time it is very risky carrying inventory which is a possibility given the strong first half sell-in,” Reith wrote.
“Price increases will likely be dispersed over time and geography depending on vendor strategy which can potentially lead to some attractive promotions as a way to clear inventory backups,” Reith added.
But Mainelli warned that shoppers might see better deals at higher price points, and not just budget PCs being slashed to the bone.
Dominik Tomaszewski / Foundry
“I’d suggest that price increases won’t be universal across vendors,” Mainelli said. “It is also worth noting that price increases (or less dramatic sale prices) are more likely to appear at the low- and mid-range PC price points than the premium-priced categories, where all vendors have more potential margin to absorb the higher bill of materials cost.”
In part, that’s because Intel has said publicly that it’s willing to sacrifice a bit of its low-end PC processor sales in favor of higher-margin server parts. Simple economics says that will help push prices higher.
“Intel is prioritizing server chips and mobile over desktop,” said Jim McGregor, principal analyst at Tirias Research, in an email. “This will not have a significant impact on the holiday season, but OEMs will push more AMD and possibly Qualcomm [PCs].”
It might not affect pricing or holiday sales, but PC vendors are also worrying about how much you’ll be willing to buy this holiday. The National Retail Federation’s 2025 survey found that consumers plan to spend $628 on holiday gifts this year, down from $641 in 2024. About 22 percent of those surveyed are asking for electronics. But that survey was taken in October, before the end of the government shutdown potentially threatened Affordable Care Act healthcare subsidies, and before shortages of air traffic controllers cut the number of available flights and delayed others.
Memory: The DRAM apocalypse is nigh
Normally, we would advise against panic buying. But right now, “panic” is close to what the market is experiencing where DRAM is concerned.
“I think if you’re considering building a PC, you should really consider getting RAM soon,” Marinelli said. “I don’t see any relief in sight.”
Teamgroup / Amazon
As you can see in the graphic below, DDR5 memory prices have essentially doubled in two months, according to PCPartPicker’s pricing graph at press time. (Price data includes promos, coupons, rebates, and shipping costs when available, the site says.)
Although the effects are being felt now, the trouble started months ago. According to Jim Handy, an analyst with Objective Analysis and author of The Memory Guy blog, ChangXin Memory Technologies (CXMT) entered the DDR4 memory market, sponsored by the Chinese government.
PCPartPicker.com
“They made their initial product launch about a year ago with DDR4 parts, and all of the major DRAM manufacturers really didn’t like where CXMT was taking prices,” Handy said. “They were basically trying to win customers away from these major vendors by lowering the price. And so the major vendors said, we don’t have to deal with this. You know, we can sell DDR5. We want to, so we’re going to stop making DDR4. So they did.”
Unfortunately, there was another wrinkle. “CXMT grew the company over the past year based on that, and then around December of last year, the Chinese government said, well, you guys really need to shift over to DDR5, since you have a design that you’ve proven to work and we don’t want you to make any more,” Handy said. “DDR4 prices went just absolutely sky high. They ended up becoming more expensive than DDR5.”
And then another. “Meanwhile, because of AI, then the DRAM business started becoming constrained, just because everybody was making these special [high-bandwidth memory] chips for AI,” Handy added. “And so they started shifting their production away from DDR5 into the AI. And so, you know, between DDR4 going away and becoming really scarce, and DDR5 going into a shortage, DRAM is becoming pretty scarce.”
For holiday shoppers, this is a nightmare. Memory manufacturers, however, are ecstatic.
DRAM is an absolute commodity, subject to supply and demand. TrendForce reports DRAM profit margins are at their highest in 30 years, over 70 percent. SK Hynix, a top DRAM maker, is sold out of everything — DRAM for servers, PCs, and mobile devices — throughout 2026. Samsung is refusing to sell DRAM on the short-term (or spot) market. And DDR5 prices are expected to climb throughout the first half of 2026, TrendForce reports.
PCPartPicker.com
While the rate at which DDR4 pricing has increased has been more gradual than DDR5, the actual prices have been about DDR5 levels: According to PCPartPicker, the average price of 64GB (2x32GB) of DDR4-3600 DRAM is roughly $380 on PCPartPicker’s pricing trends graphic while the same amount of DDR5-5600 is right about $400.
“Through 2026 I’ve talked a little bit with system integrators, and they are terrified,” Marinelli said “They’re having contracts for memory canceled, and the companies don’t care, because AI will pay whatever they ask. I don’t know where the relief comes from, and I don’t know when.”
We asked Micron (Crucial) and Kingston for comment. Neither responded.
SSD storage: Calm before the storm?
SSDs are just big collections of NAND memory chips and some associated logic, and prices have remained relatively flat for now.
“With SSDs, they look a whole lot nicer,” Handy said. “Prices will be a bit higher than they were last month, but I wouldn’t expect them to be considerably higher.”
“Steer your readers towards buying SSDs, because that’s where they’re going to get a better deal,” Handy added.
Jon Martindale / Foundry
The problem? That’s not going to last long, and the question may be whether SSD makers participate in Black Friday sales, or hold inventory back for when prices inevitably rise.
Rise? Yes, inevitably. Hyperscalers are buying up flash, too, and a report by TrendForce says that NAND supply will be constrained throughout 2026. Samsung Electronics, SK Hynix, Kioxia, and Micron have jointly scaled back NAND flash production in the second half of 2025, the report says, and Samsung is considering raising NAND prices by 20 to 30 percent.
That’s started to be reflected in the marketplace. PCPartPicker’s pricing graphic for 1TB M.2 NVMe SSDs remained flat for all of 2025, but it’s starting to tick upwards. Prices for 2TB and 4TB M.2 SSDs are as well.
PCPartPicker.com
“The rumors and kind of the news I’ve been seeing is less positive, but nowhere near to the extent of the RAM situation,” PCPartPicker’s Marinelli said. “I would expect to see storage prices increase, but not anywhere near the same rate.”
IDC’s Mainelli said that the component shortages will have a bigger impact than tariffs. “I suggest that the current memory and storage shortage is likely to have a larger impact as we enter the first quarter of 2026,” he wrote in an email.
GPUs: ‘In a pretty good spot’
With all of the concern about the prices of Nvidia’s GeForce 5000 family (both the MSRP prices as well as shortages that drove prices up), the price of graphics cards returned to earth in August, and, by and large, stayed there. With Nvidia’s awaited “Super” series of GPUs either delayed until after the holidays or canceled altogether, your best bet might be to buy what’s available now.
Thiago Trevisan/IDG
“I think GPUs, surprisingly or not, are in a pretty good spot right now, all things considered,” PCPartPicker’s Marinelli said, adding that he expected to see some deals on graphics cards for consumer purchases.
In his own research, Marinelli said that he’s seen evidence that bundling may be the way toward discounts, such as combining a graphics card with a Steam gift card.
PCPartPicker.com
All in all, that’s good news. In early 2025, it seemed like you’d never find a good GPU deal ever again.
CPUs: Low-end discounts disappearing?
The PC processor market has been relatively stable, but Intel’s business woes have churned the low end of the market.
PC enthusiasts never really accepted Intel’s 15th-gen Core chips, Arrow Lake, and Intel admitted in April that customers preferred Intel’s older “Raptor Lake” chip instead. Intel chief financial officer David Zinsner obliquely reiterated that in the company’s third-quarter earnings report when he reported that Intel was “tight on Intel 10 and 7,” the manufacturing processes upon which Intel made its 11th-gen “Tiger Lake” Core chips as well as its “Alder Lake” and “Raptor Lake” CPUs.
“And so as we get more demand, we’re constrained,” Zinsner said. “In some ways, we’re living off of inventory. We’re also trying to kind of demand shape to get customers to other products. “
Thomas Ryan/IDG
“Although as we said, we are yielding a bit of the small-core market and client to fulfill customer requirements more broadly on the client space and more specifically in the server space,” Zinsner added.
In the real-world, “demand shaping” probably means that Intel might discount some of its newer chips to make them financially more attractive — Black Friday sales, basically. But Intel has only so many manufacturing resources, and Intel’s fragile balance sheet means that the company is making fewer low-end, cheaper “small core” chips and prioritizing servers where it can make more money. And that probably means fewer sales of cheap PCs.
We can see that in terms of rising prices on cheaper, older Intel processors.
PCPartPicker.com
Meanwhile, prices of AMD’s desktop processors, which continue to gain share against Intel, continue to hold steady.
Don’t wait!
We’ve been essentially taught by retailers that the best deals of the year occur on Black Friday. But the lesson you should take away is to reject your programming: If the deal’s there, take it. The KnownHost product survey also revealed a hidden gotcha: Some products “skip” Black Friday altogether, offering no discounts at all.
PCWorld has been monitoring deals for years at this point, and we’ll continue to highlight the best deals we see on a daily basis. In 2025 — with a backdrop of tariffs and component shortages — our advice is, if you see a great deal, grab it.
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Author: Mark Hachman, Senior Editor, PCWorld
Mark has written for PCWorld for the last decade, with 30 years of experience covering technology. He has authored over 3,500 articles for PCWorld alone, covering PC microprocessors, peripherals, and Microsoft Windows, among other topics. Mark has written for publications including PC Magazine, Byte, eWEEK, Popular Science and Electronic Buyers’ News, where he shared a Jesse H. Neal Award for breaking news. He recently handed over a collection of several dozen Thunderbolt docks and USB-C hubs because his office simply has no more room.
