Hello, a7IV black friday deals now already live:

• $400 off for a7IV body at Amazon, B&H Photo Video, Adorama.

You can use When Price Drop to track the Amazon price on Sony a7 IV. They will send you email when price dropped.

https://www.whenpricedrop.com/product/B09JZT6YK5/

https://www.whenpricedrop.com/product/B09JZRWRJN/

Honestly, having used the a7 IV for a couple years now, there is one thing people always forget when hunting for that initial price drop: the back-end costs. Moving to 33MP files is a bigger jump than it sounds if youre coming from an older 24MP body. I found myself needing to upgrade my desktop storage and even my cloud plan way faster than I expected. Also, dont just look for the cheapest SD card bundle. If you can find a discount on the Sony CEA-G80T CFexpress Type A Memory Card or even the larger Sony CEA-G160T CFexpress Type A Memory Card, grab it. Using those cards makes the long-term experience so much smoother than standard SD. The buffer clears basically instantly which realy helps if you do any burst shooting. Tbh, a deal that includes a CFexpress card is worth way more than a deal with a generic bag or cheap filters. Idk why more people dont mention the card speed, it makes a huge difference in how the camera feels day to day.

Finally someone says it. Ive been thinking this for a while but wasnt sure.

Commenting to find later

Building on the earlier suggestion, the thread basically covers the main strategies for the a7 IV. Youve got some folks pointing out the standard $200-$400 price cuts and others reminding us that bundles with extras like batteries or media are often where the real value sits. Quick recap of the consensus:

• Authorized shops like B&H or Adorama are the safest for the warranty.
• Body-only discounts are usually capped, so extras make the deal.
• Consider the long-term costs of lenses and the CFexpress or UHS-II cards. In my experience, the body price is just the entry fee. To help you figure out if these specific deals are worth it tho:
• What is your absolute max budget for the camera plus your first lens?
• Are you mostly shooting video or are you sticking to stills?

Facts.

Like someone mentioned, those bundles can be a bit of a trap if you are not careful with the fine print. I remember when I was hunting for my current setup, I spent weeks obsessing over sensor readout data and thermal charts like a total nerd. I finally jumped on a huge holiday sale, thinking I was getting the deal of the century. It did not quite work out how I expected though.

• The sale unit actually had more hot pixels than the floor model I tested at the shop.
• Buffer performance felt slightly inconsistent compared to the technical white papers I had spent months reading.
• I ended up spending more on return shipping and insurance than I actually saved on the sticker price. Honestly, I kind of disagree with the idea of waiting for these massive events. I found that getting a unit during a random quiet month usually means better quality control and less stress. When the warehouses are not slammed with holiday orders, you are less likely to get a box that has been tossed around by a stressed courier. It is just more predictable for me, even if it costs a few extra bucks.

Hey, I upgraded from an a6400 to the a7 IV last Black Friday, so kinda the same boat as you.

I paid about $2,250 at B&H for the body with a small bundle: 2 extra batteries, a 128GB card, and a cheap bag. The actual discount on the body was only like $100–$200 off normal price; the real value was the extras. I didn’t see huge price drops anywhere else (Adorama and Amazon were basically the same), just different accessory bundles.

From what I’ve seen the last few years, Sony full-frame bodies don’t get crazy discounted. It’s usually:
- $100–$300 off the body
- Plus a bunch of small stuff (batteries, cards, maybe a cheap tripod or bag)
- Sometimes a lens rebate if you buy body + lens together

If in 2025 you see the a7 IV body around ~$2k with at least 1 genuine Sony battery and a fast SD card, I’d call that a solid deal. If you see a 28–70 kit around $2,200–$2,300 with extras, that’s honestly pretty good too.

If you’re OK selling your a6400 + lenses, also watch trade‑in promos. I didn’t use one (kinda regret it), but local shops sometimes stack Black Friday rebates + bonus trade‑in credit.

So yeah, I’d plan on modest price drop + decent bundle rather than some huge $500 discount. The camera itself though? Works really well for low light and video… no complaints from me.

Hope this helps!

Hey, nice upgrade plan – the a7 IV is a fantastic hybrid body!

From a more nerdy / tech angle, I’d prepare for Black Friday like this:

1. **Know the real “floor” price**: In the US, Sony usually does *controlled* discounts on current bodies. Historically, you’ll see something like **$200 off MAP** plus stacked extras rather than a wild $500+ drop. For a7 IV, I’d consider anything around **$2,000 body-only from an authorized dealer** a legit deal (especially if it’s not grey market). If it drops below that from a big name (B&H, Adorama, Amazon *sold by Amazon*), that’s unusually good.

2. **Watch the bundles, not just the tag price**: Past years it’s been very common to see:
- Same body price but with **2x genuine batteries + fast UHS-II SD + bag**
- Or a modest discount on the **28–70 kit** (often ends up ~$300 more than body). The 28–70 is optically... fine, not amazing, but for video and casual stills it’s usable. If you’re picky about sharpness, I’d honestly rather see a body-only discount and put money towards something like the **Tamron 28–75 G2** or **Sony 20–70 / 24–105** when those go on sale.

3. **Trade‑in & loyalty promos**: Sony and some US retailers occasionally run **“bonus trade-in”** or **“Sony days”** around BF:
- Typical pattern: standard trade-in value + **extra $100–$300 credit** on certain full-frame bodies.
- Your a6400 is still desirable; if they stack a $200 BF discount with, say, a $200 bonus trade-in, that’s effectively a $400 swing without resorting to sketchy sellers.
- Check places like **B&H, Adorama, Samy’s, local pro shops** – call or email them a few weeks before BF and ask if they expect Sony bonus trade-ins. A lot of the good stuff isn’t loudly advertised until last second.

4. **Be cautious with Amazon / “too good to be true”**: If you see a7 IV much below $1,900 new, double-check:
- Is it **sold & shipped by Amazon / B&H / Adorama**, or is it a marketplace vendor?
- Any mention of **“import” / “international version” / “no Sony USA warranty”**? Personally I’d avoid that for a main body – repairs on a FF hybrid can get expensive.

5. **Watch the timing around new bodies**: If Sony announces an **a7 V** or a major refresh before or around BF 2025, that’s when you can see more aggressive a7 IV pricing. Historically, the pattern is:
- Rumors → small rebates
- Official announcement → bigger instant rebates on the older gen + better bundles
So, if there’s strong a7 V buzz by fall 2025, I’d absolutely hold off and expect better deals on the a7 IV.

6. **What I’d personally define as a “genuinely good” 2025 BF deal** (US, authorized dealer):
- **Tier 1 (solid, don’t feel bad buying)**:
- a7 IV **body $1,999–$2,049** + at least **2x FZ100 batteries** + **128GB UHS-II card** + bag / small accessories.
- **Tier 2 (very good)**:
- a7 IV + **28–70 kit** at **≤$2,250–$2,300** *and* decent extras, OR
- Body around **$2,000** + **$200–$300 bonus trade-in** on your a6400.
- **Tier 3 (exceptional / jump on it)**:
- Sub-$1,900 body-only from a big authorized shop **with full US warranty**, or
- a7 IV + 28–70 at ≤$2,100–$2,150 from a legit US dealer. That would be unusually aggressive based on Sony’s past pricing behavior.

Also, since you care about low light and video: factor in a **fast standard zoom or a couple fast primes** in your total budget. The body price is only half the story. I’d almost rather see you get:

- a7 IV body at a good BF price, **plus** something like a used **Tamron 28–75 G2** or **Sigma 28–70 f/2.8**

…than spend extra for a mediocre kit zoom and then feel stuck for video.

If you post your current lens list, people can also help you plan what to keep/sell to maximize trade-in and minimize overlap.

Hope this helps! If you wanna sanity-check a specific BF ad when the time comes, definitely post it – there’s a lot of sketchy “deals” that look good on paper but aren’t once you factor in warranty and lens quality.

If you’re thinking Black Friday, I’d look at it from a safety angle first: **Option A: big authorized retailers (B&H/Adorama/Amazon “sold by Amazon”)**, **Option B: gray‑market / random Amazon/eBay sellers**, **Option C: local brick‑and‑mortar camera stores**.

**Option A – Big authorized shops**
Pros: legit US warranty, proper Sony support, no weird import issues, safer returns if the body has hot pixels / IBIS issues / SD slot problems. They also tend to throw in *manufacturer‑backed* promos and safe bundles (Sony cards, genuine batteries).
Cons: discounts are usually modest (like $100–$300 off or gift-card/bonus-bundle) rather than “OMG 40% off!!”. But in my experience, those crazy percentages are usually where trouble starts.

**Option B – Gray market / sketchy bundles**
Pros: on paper, you’ll see wild “deals” that look perfect for your $2–2.3k budget + lens + accessories.
Cons: honestly the risk isn’t worth it. Over the years I’ve seen: no US warranty, mismatched serials, used/returned bodies sold as “new,” third‑party batteries that swell, and SD cards that are fake or super unreliable for 4K (which is a huge problem for an a7 IV hybrid setup). If the camera dies or overheats weirdly, you’re just stuck.

**Option C – Local store (US)**
Pros: safest if you value long‑term reliability. You can check shutter count, inspect the body, maybe get a free sensor cleaning plan, and some shops do very good **trade‑in bonuses** around Black Friday that actually beat online pricing *when you factor in your a6400’s value*. If anything goes wrong, you have a human you can walk back to.
Cons: base price often mirrors B&H/Adorama, so the “deal” is more in trade‑in, extras, or store credit than raw discount.

**What I’d personally consider a “good & safe” 2025 BF deal for an a7 IV:**
– Body at ~$2,100–2,200 **from an authorized US dealer**, **plus** at least one of: extra genuine NP‑FZ100, fast UHS‑II card from a reputable brand, or a meaningful trade‑in top‑up on your a6400.
– Or a kit (28–70 or similar) at a fair bump over body‑only (not some inflated “kit value” with junk accessories).

If you want to push value safely:
– Prioritize **authorized** + warranty over raw discount.
– Avoid too‑good‑to‑be‑true bundles with 5 unbranded batteries, random “Pro” SD cards, and a no‑name bag. Those accessories are exactly where reliability and even safety (battery swelling/overheating) go to die.
– For video, buy your cards separately (Sandisk/Sony/Lexar Pro from a known shop) so you know they’re real and can actually handle 4K with no corruption.

In my experience, it’s better to save $150 less and know your a7 IV and storage are reliable, than chase the lowest number and end up fighting warranty and card failures six months later. Hope this helps!

Hey, from a pure budget/value angle, I’d say don’t chase the craziest BF deal… aim for a *smart* one.

In past years with Sony FF bodies (I bought an A7 III and helped a friend grab an A7 IV), the pattern I’ve seen in the US is:

- **Body price:** usually $200–$300 off max, not some insane $800 drop. If you see the a7 IV body around ~$2,000 new from a legit dealer, that’s already solid.
- **Bundles > raw discount:** the “hidden value” is often in bundles — extra battery, 128–256GB V60 card, maybe a bag or small desktop tripod. Those easily add $150–$250 in value if you’d buy them anyway.
- **Kit lenses:** the 28–70 kit is fine but not amazing. Honestly, if you’re tight on budget, I’d rather see you get body-only on sale + a cheap but useful lens (used Tamron 28–75, Sony 50 1.8, etc.) than overpay for a kit you’ll outgrow.

What I’d personally consider a **genuinely good 2025 BF deal** (new, US):

- Body-only: **$1,950–$2,050** *or* $2,100-ish with legit extras (battery + fast SD + maybe a small accessory).
- With 28–70: around **$2,200–$2,300** with extras.

Practical tips:

1. **Watch used / open-box:** Around Black Friday, a ton of people dump gear to “upgrade”. I’ve scored almost-new Sony bodies from KEH/MPB/B&H used for 15–25% under new BF prices. If you’re okay with that, your $2,300 budget could cover body + a better lens.
2. **Trade-in promos:** Sony’s bonus trade-in around BF can be sneaky-good. If they do something like “+$200 bonus” and your a6400 is valued at, say, $400–$450, that’s $600–$650 off in practice. That can beat a straight sale price.
3. **Stacking deals:** Don’t forget things like:
- Store credit cards (B&H/Adorama/Best Buy) with 5–10% back
- Rakuten/TopCashback etc. for another few %
- Manufacturer rebates on lenses separately

If it were me, I’d:

- Set a hard line: **don’t pay over MSRP for a “bundle” of junk accessories**.
- Target: $2k-ish body or $2.2k-ish with useful stuff.
- Be ready to jump on used/open-box if a near-mint copy drops into the $1.7k–$1.8k range — that’s basically “BF-level” all year.

FWIW, that strategy has saved me more than the actual BF discount more than once. 😅

Hope this helps!

If you zoom out a bit and look at the market, I’d say watch *Sony vs Canon/Nikon* pricing more than just the a7 IV alone. In past years, when Canon drops R6/R6 II bundles hard for BF, Sony tends to respond with safer “value-add” deals on the a7 line (small rebates + memory cards/bags, maybe a battery), not crazy price cuts. If by BF 2025 you see Canon R6 II / Nikon Z6 III kits dipping well below ~$2k and Sony *still* keeps the a7 IV body around $2,200 with only token extras, IMO that’s not a great deal anymore – it just means they’re defending price, not competing. A genuinely good a7 IV BF 2025 deal, in a market sense, would be something like: body at $1,899–1,999 **or** $2,199-ish with a *real* lens (not just the 28–70) that actually competes with R6 II / Z6-level kits. If the competition is throwing in solid 24–105/24–105-ish lenses or multi‑lens bundles and Sony’s only offering cards and a bag, I’d honestly consider cross‑shopping instead of stretching your budget. Hope that doesn’t overcomplicate it, but watching the *whole* FF market usually tells you when Sony deals are actually good vs just “Sony tax with freebies.”

Hey, so I’ll come at this from a slightly different angle – the hardcore DIY / self‑service side.

Story/context:
I’ve bought a few Sony bodies around Black Friday over the years (a7 III, a7R III, and helped a friend with an a7 IV). Unfortunately, every time I went chasing the “official” promos and bundles at big shops, the deal *looked* great but wasn’t actually what I needed: bags I never used, slow SD cards, junk tripods… and the price wasn’t that much better than just buying body‑only and building my own kit.

Answer (what I do now):
What’s worked way better for me is a DIY Black Friday plan:

1. **Target a clean body-only deal**
Don’t worry so much about bundles. In past years, the real win was something like: $200–$300 off the body + maybe a legit Sony battery or official rebate. That’s it. Anything beyond that is usually filler.

2. **Build your own “bundle” from separate BF deals**
I think you’ll come out ahead if you:
- Grab the a7 IV body from an authorized dealer when it dips (even a modest drop).
- Separately hunt **BF sales on lenses, cards, and batteries**:
- Fast SD/CFexpress cards go on *huge* discounts at Amazon/B&H/Best Buy.
- Third‑party batteries/chargers (Wasabi, etc.) are often 20–30% off.
- Tamron/Sigma FE zooms (28–75, 28–200, etc.) sometimes get way better % discounts than Sony’s 28–70 kit.

3. **DIY “trade‑in” instead of store trade‑in**
I’ve had issues with official trade‑ins being underwhelming. The bonus sounds great, but you usually lose more than you gain. What I do now:
- Sell the old body/lenses myself (FredMiranda, KEH quote + cross‑check, MPB, or even FB groups).
- Stack that cash with BF discounts.
Every time I compared, I got more money DIY than with the “extra $X trade‑in” promos.

Lesson learned / what I’d call a good 2025 deal:
- **Good deal** (realistic): a7 IV body at ~$2,000–$2,100 from B&H/Adorama/Amazon (sold by Amazon) + you score separate BF discounts on a fast SD, spare battery, and maybe a Tamron/Sigma zoom.
- **Don’t stress about mega kits** – they’re almost never optimized for hybrid shooters.

So, in your shoes, I’d:
- Watch the body price and ignore most bundles.
- Plan a DIY kit list now (lens, cards, batteries) and pounce on each piece when it gets its own BF sale.

It’s less flashy than a giant “Pro Creator Kit!!” banner, but IMO you end up with a way stronger setup for the same (or less) money.

Hope this helps! If you share what lenses you’ve already got on the a6400, I can throw out some specific DIY FF kit ideas for BF.