Buying guide
The 2026 Holiday TV Buying Guide
Holiday TV picks for 2026 with the lowest prices we've recorded as targets to beat, plus Black Friday model-number traps, how to judge a deal, and return windows.
A TV is one of the few holiday gifts where the wrong pick costs hundreds of dollars and a hard return, and the best defense against a fake deal is a price you wrote down earlier. We've been doing that since October 5. For the six TVs on this list, at the sizes we'd buy, the lowest prices we've recorded are the numbers to beat on Black Friday, November 27: $1,397.99 for a 65-inch Samsung S90H, $1,399.99 for a 65-inch LG C6, $897.99 for a 65-inch TCL QM7L, $1,497.99 for a 75-inch TCL QM8L, $797.99 for a 48-inch Samsung S85H, and $2,499.99 for a 65-inch LG G6.
October also showed how fast a sale price goes. Seven of the TVs we cover were cheaper at 65 inches on October 6 or 7, the days of Amazon's Prime Big Deal Days, than on any check through October 19. The Hisense U7SG went from $827.99 to $1,497.99, the Amazon Fire TV Omni from $799.99 to $1,089.99, and the TCL QM8L from $1,077.99 to $1,297.99.
Our picks come from that price record, our fit scores (a reading of published testing, mostly RTINGS', not our own lab work), and the decision helper. If you're buying for someone else and don't know how they'll use it, the helper's "a bit of everything" answer is the closest fit, and its picks by budget and room are below. As of October 12 we hadn't seen Black Friday TV prices from any major retailer, and Amazon, Best Buy, and Target hadn't posted their 2026 holiday return windows, so we don't guess at either. If you're deciding when to buy rather than what, our guide to the best time to buy a TV covers the sales calendar.
The Check price buttons below are Amazon affiliate links: if you buy through one, we may earn a commission at no extra cost to you. Amazon didn't list the LG G6 in the US on October 12, so its button opens an Amazon search instead; LG.com sells it directly.
The short list
| # | Best for | TV | Est. price | |
|---|---|---|---|---|
| 01 | Best overall |  | OLED | ~$1,400 |
| 02 | Best for gaming |  | OLED | ~$1,400 |
| 03 | Best under $1,000 |  | Mini-LED QLED | ~$900 |
| 04 | Best big screen |  | Mini-LED QLED | ~$1,300 |
| 05 | Best small TV for a bedroom |  | OLED | ~$1,200 |
| 06 | Best splurge |  | OLED | ~$2,500 |
Prices are rough street-price estimates, not live quotes.
Our analysis
Our October price record
Computed from our catalog at build time, so it moves when a price check or score does. How we work
The prices to beat
The lowest price we've recorded for each pick at the sizes we'd buy, against the latest. A Black Friday price above the first column isn't a deal by our record, whatever the strike-through says.
Every row but the QM8L's was at its low on the latest check (the 65-inch QM7L to within a cent). The QM8L's 75-inch was $2 above its low and its 85-inch $200. The S85H's 48-inch and the G6 were last checked on October 12 and 14.
| TV | Size | Lowest we saw | Latest | Latest vs lowest |
|---|---|---|---|---|
| S90H OLEDpick | 65" | $1,397.99Oct 19, Amazon | $1,397.99Oct 19, Amazon | $0 |
| C6 OLEDpick | 65" | $1,399.99Oct 19, Amazon | $1,399.99Oct 19, Amazon | $0 |
| QM7Lpick | 55" | $697.99Oct 12, Amazon | $697.99Oct 19, Amazon | $0 |
| QM7Lpick | 65" | $897.99*Oct 7, Amazon | $898Oct 19, Amazon | $0 |
| QM8Lpick | 75" | $1,497.99Oct 12, Amazon | $1,499.99Oct 19, Amazon | +$2 |
| QM8Lpick | 85" | $2,297.99Oct 12, Amazon | $2,497.99Oct 19, Amazon | +$200 |
| S85H OLEDpick | 48" | $797.99Oct 7, Amazon | $797.99Oct 12, Amazon | $0 |
| G6 OLEDpick | 65" | $2,499.99Oct 12, LG.com | $2,499.99Oct 14, LG.com | $0 |
Across every store we checked from October 5 on. S90H OLED 65-inch, Oct 19: List $1,897.99. C6 OLED 65-inch, Oct 19: List $1,699.99. S85H OLED 48-inch, Oct 7: Amazon list price $1,097.99. G6 OLED 65-inch, Oct 12: Original price $3,399.99; wall mount included, stand not. * Amazon price whose seller we didn't record.
What happened after Prime Big Deal Days
Every set here was cheapest on October 6 or 7. By October 19 the smallest rebound was $100, on the Hisense U8QG and Sony Bravia 5, and the largest $670, on the Hisense U7SG. Sale prices that short-lived are why a price alert set before Black Friday week beats checking during it.
| TV | First check | Latest | Change | Lowest |
|---|---|---|---|---|
| U8QGAmazon, 2 checks | $999.99*Oct 7 | $1,099.99Oct 19 | +$100 | $999.99*Oct 7 |
| Bravia 5Amazon, 3 checks | $1,398*Oct 7 | $1,498Oct 19 | +$100 | $1,398*Oct 7 |
| Roku Pro SeriesAmazon, 5 checks | $799.99*Oct 6 | $999.99Oct 19 | +$200 | $799.99*Oct 6 |
| QM8LpickAmazon, 3 checks | $1,077.99*Oct 7 | $1,297.99Oct 19 | +$220 | $1,077.99*Oct 7 |
| Fire TV Omni Mini-LEDAmazon, 3 checks | $799.99*Oct 7 | $1,089.99Oct 19 | +$290 | $799.99*Oct 7 |
| Bravia 8 IIAmazon, 4 checks | $2,498*Oct 7 | $2,798Oct 19 | +$300 | $2,498*Oct 7 |
| U7SGAmazon, 3 checks | $827.99*Oct 7 | $1,497.99Oct 19 | +$670 | $827.99*Oct 7 |
New-condition 65-inch prices from our dated checks, one store per TV. * Amazon price whose seller we didn't record. U8QG, Oct 7: During Prime Big Deal Days. Roku Pro Series, Oct 6: Prime members, Prime Big Deal Days; list $1,199.99. QM8L, Oct 7: During Prime Big Deal Days. Fire TV Omni Mini-LED, Oct 7: Prime price.
What the helper picks when you don't know the use
For a gift, a bit of everything is the safe answer, since it averages movies, sports, and gaming. The QM7L and the U8QG lead most of it, the Roku Pro Series leads dark rooms up to $1,800, and the Samsung S90H takes dark rooms with no limit. There it ties the LG C6 exactly, and our tiebreak gives it first place for its extra bright-room point.
Two of our picks never appear here: the S85H, which we pick as a 48-inch for bedrooms, and the G6, a splurge the helper's value weighting won't make.
| budget | Bright room | Mixed room | Dark room |
|---|---|---|---|
| Under $1,000 |
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| Under $1,200 |
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| Under $1,800 |
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| No limit |
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Top of the list in 12 answers: U8QG 4, QM7L 4, Roku Pro Series 3, S90H OLED 1. Bold names are this guide's picks. Budgets are judged by each set's 65-inch estimate.
- S90H OLED (#1 of 15): (5 × 1.2 + 4.7 × 1.3 + 4 × 0.6) × 1.30 = 18.8Exactly level with the C6 OLED; the tiebreak puts the S90H OLED first, on more total picture points.
- C6 OLED (#2 of 15): (5 × 1.2 + 4.7 × 1.3 + 4 × 0.6) × 1.30 = 18.8Exactly level with the S90H OLED; the tiebreak puts the S90H OLED first, on more total picture points.
- Roku Pro Series (#3 of 15): (5 × 1.2 + 4 × 1.3 + 5 × 0.6) × 1.30 = 18.5Exactly level with the B6 OLED; the tiebreak puts the Roku Pro Series first, on the lower 65-inch estimate.
- B6 OLED (#4 of 15): (5 × 1.2 + 4 × 1.3 + 5 × 0.6) × 1.30 = 18.5Exactly level with the Roku Pro Series; the tiebreak puts the Roku Pro Series first, on the lower 65-inch estimate.
(Room fit × room weight + use fit × 1.3 + value × 0.6) × budget factor. The weights
Ranked
Our picks
- 01
Best overall
Samsung S90H OLED
- OLED
- 2026
- 42–83"
- ~$1,400
The TV we'd buy for most living rooms: the LG C6's 5s for dark rooms, movies, and gaming, plus a 4 for bright rooms from its matte Glare Free screen, and our helper ranks it above the C6 in every answer. Amazon had the 65-inch at $1,497.99 on October 12 and $1,397.99 on October 19, the lowest we've seen. Like every Samsung, it skips Dolby Vision.
Highlights
- Highlight: Matte Glare Free screen that RTINGS says does an amazing job handling glare
- Highlight: Motion Xcelerator up to 165Hz with G-Sync and FreeSync Premium Pro
- Highlight: Four HDMI 2.1 ports and a polished Game Bar
- Highlight: Blacks hold up better in a lit room than on earlier QD-OLED S90 models, per RTINGS
Trade-offs
- Trade-off: No Dolby Vision — HDR10+ and HDR10 only on Samsung sets
- Trade-off: Tizen is polarizing; some prefer webOS or Google TV
- Trade-off: A WOLED panel in North America, not QD-OLED; the 48- and 77-inch use a brighter RGB tandem version
- Trade-off: RTINGS finds the LG C6 brighter in HDR, with better processing
- Bright room
- 4 out of 5
- Dark room
- 5 out of 5
- Movies
- 5 out of 5
- Sports
- 4 out of 5
- Gaming
- 5 out of 5
- Value
- 4 out of 5
Editorial fit scores, 1–5 — not lab measurements.
Check priceAffiliate link to Amazon.
- 02
Best for gaming
LG C6 OLED
- OLED
- 2026
- 42–83"
- ~$1,400
Four HDMI 2.1 ports with full bandwidth on all of them, per RTINGS, for a PS5, an Xbox, or a PC at up to 165Hz, plus Dolby Vision gaming on Xbox, which no Samsung supports. RTINGS ranks it its best upper mid-range gaming TV. The 65-inch was $1,499.99 at Amazon and LG.com on October 12 and $1,399.99 at both on October 19, the lowest we've seen. In a sunny room, reflections on its glossy screen are the catch.
Highlights
- Highlight: Per-pixel OLED contrast with perfect blacks for dark-room movies
- Highlight: Four HDMI 2.1 ports with up to 4K/165Hz, VRR, G-Sync, and FreeSync
- Highlight: Dolby Vision (including Dolby Vision gaming on Xbox) plus Filmmaker Mode
- Highlight: Alpha 11 AI Processor Gen3 and a mature webOS platform
- Highlight: The 77- and 83-inch sizes are sold as the C6H, with a brighter tandem panel
Trade-offs
- Trade-off: Not as bright as mini-LEDs or the QD-OLED Samsung S95H in a sun-filled room
- Trade-off: Glossy screen can pick up reflections in bright rooms
- Trade-off: Static logos left on for many hours a day carry a small long-term burn-in risk
- Bright room
- 3 out of 5
- Dark room
- 5 out of 5
- Movies
- 5 out of 5
- Sports
- 4 out of 5
- Gaming
- 5 out of 5
- Value
- 4 out of 5
Editorial fit scores, 1–5 — not lab measurements.
Check priceAffiliate link to Amazon.
- 03
Best under $1,000
TCL QM7L
- Mini-LED QLED
- 2026
- 55–98"
- ~$900
The steadiest price on this list: $897.99 or $898 for the 65-inch at Amazon on every check, and $697.99 for the 55-inch on October 12 and 19. It scores 5 for a bright room. The Hisense U7SG rates a bit better in the testing below, but it was $1,497.99 on October 19; if a sale brings it back under $1,000, buy that instead for a bright room or a multi-console setup.
Highlights
- Highlight: Strong brightness for sunny rooms at a lower price than the QM8L
- Highlight: Large sizes frequently on sale near or under $1,000
- Highlight: Solid VRR / high-refresh gaming for consoles
- Highlight: Google TV smart platform
Trade-offs
- Trade-off: Fewer dimming zones / lower peak brightness than the QM8L
- Trade-off: Not a dark-room OLED substitute
- Trade-off: Processing and motion trail Sony and premium OLEDs
More views
Images: TCL
- Bright room
- 5 out of 5
- Dark room
- 3 out of 5
- Movies
- 3 out of 5
- Sports
- 4 out of 5
- Gaming
- 4 out of 5
- Value
- 5 out of 5
Editorial fit scores, 1–5 — not lab measurements.
Check priceAffiliate link to Amazon.
- 04
Best big screen
TCL QM8L
- Mini-LED QLED
- 2026
- 65–98"
- ~$1,300
The big-screen pick, with a 5 for bright rooms and sports. On October 12 Amazon sold the 75-inch for $1,497.99 and the 85-inch for $2,297.99; on October 19 they were $1,499.99 and $2,497.99, so the 85-inch has already been $200 cheaper than it is now. Viewing angles and HDR accuracy are its weak spots in the testing below. On our scores the Hisense U8QG matches or beats it and was cheaper at both sizes, but this guide only picks sets whose RTINGS review covers the size we recommend: RTINGS says its 65-inch QM8L results apply to the 75 and 85, and we have no such word on the U8QG.
Highlights
- Highlight: Huge peak brightness and strong local dimming for the money
- Highlight: Available in very large sizes (75/85/98) at aggressive street prices
- Highlight: Good gaming feature set with high refresh and VRR
- Highlight: Google TV with a full streaming app catalog
Trade-offs
- Trade-off: Blooming and viewing angles trail premium OLEDs and Sony processing
- Trade-off: Google TV can feel less polished than webOS on some days
- Trade-off: Build and speakers are value-tier versus flagship brands
More views
Images: TCL
- Bright room
- 5 out of 5
- Dark room
- 4 out of 5
- Movies
- 4 out of 5
- Sports
- 5 out of 5
- Gaming
- 4 out of 5
- Value
- 4 out of 5
Editorial fit scores, 1–5 — not lab measurements.
Check priceAffiliate link to Amazon.
- 05
Best small TV for a bedroom
Samsung S85H OLED
- OLED
- 2026
- 48–83"
- ~$1,200
The 48-inch S85H brings OLED blacks and a wide viewing angle to a bedroom, where the lights are usually low, and all four HDMI ports handle 4K at 120Hz. It was $797.99 at Amazon on October 7 and 12; the Check price button opens the 65-inch listing, and the 48-inch is in its size menu. It isn't bright enough for a sunny room, and like every Samsung, it skips Dolby Vision.
Highlights
- Highlight: Real OLED contrast at a lower Samsung price point
- Highlight: Solid gaming feature set for consoles
- Highlight: Tizen smart platform with free Samsung TV Plus channels
Trade-offs
- Trade-off: Dimmer and less refined than the S90H / S95H
- Trade-off: No Dolby Vision
- Trade-off: Skips some of the glare-free and processor upgrades of higher tiers
- Bright room
- 3 out of 5
- Dark room
- 5 out of 5
- Movies
- 4 out of 5
- Sports
- 3 out of 5
- Gaming
- 4 out of 5
- Value
- 5 out of 5
Editorial fit scores, 1–5 — not lab measurements.
Check priceAffiliate link to Amazon.
- 06
Best splurge
LG G6 OLED
- OLED
- 2026
- 55–97"
- ~$2,500
LG's flagship adds a bright-room point over the C6, plus Dolby Vision, 165Hz, and a five-year limited panel warranty from LG. LG.com had the 65-inch at $2,499.99 on October 12 and 14, $1,100 more than the C6 on October 19. In the US it ships with a wall mount instead of a stand, which matters if the gift is going on a cabinet. The Samsung S95H scores a point higher for bright rooms at the same price, but RTINGS tested the 77-inch S95H and the 65-inch G6, the size we recommend.
Highlights
- Highlight: Hyper Radiant Color Tech and Brightness Booster Ultra on a Primary RGB Tandem 2.0 panel (all sizes except the 97-inch) for the brightest LG OLED picture
- Highlight: Flush gallery design made for wall mounting
- Highlight: Top-tier gaming: high refresh, VRR, and four HDMI 2.1 ports
- Highlight: Premium processing and Dolby Vision / Atmos
Trade-offs
- Trade-off: Expensive versus the C6, which is already excellent for most rooms
- Trade-off: Mini-LED flagships still win on full-screen brightness in harsh daylight
- Trade-off: Overkill if you mostly stream in a controlled dark room
- Bright room
- 4 out of 5
- Dark room
- 5 out of 5
- Movies
- 5 out of 5
- Sports
- 4 out of 5
- Gaming
- 5 out of 5
- Value
- 2 out of 5
Editorial fit scores, 1–5 — not lab measurements.
Check priceAffiliate link to an Amazon search.
How we picked these TVs
Every pick here is a TV we already cover, in stock from Amazon or the manufacturer on October 12, and backed by a full RTINGS review that applies to the size we recommend. We leaned on RTINGS' current rankings: best TVs (updated September 15, 2026), best gaming TVs (October 1), best TVs for bright rooms (September 16), and best TVs under $1,000 (October 6). Sizes, ports, and warranty terms come from the manufacturers' pages.
We didn't test these TVs ourselves, and none of this is sponsored.
Picks by budget
Prices are what we saw on October 12, 2026:
- Under $500: none of our picks got there. The cheapest was the 55-inch TCL QM7L at $697.99. Our guide to the best TVs under $500 covers what you give up below that.
- $500 to $1,000: the TCL QM7L ($697.99 at 55 inches, $897.99 at 65), or the 48-inch Samsung S85H ($797.99) for a dim room. The Hisense U7SG was on sale at $647.99 for 55 inches and $829.99 for 65, but both were back above $1,000 on October 19.
- $1,000 to $1,500: the 65-inch Samsung S90H ($1,497.99, then $1,397.99 on October 19) or LG C6 ($1,499.99, then $1,399.99), or the 75-inch TCL QM8L ($1,497.99, then $1,499.99 on October 19) if screen size matters more than OLED.
- $1,500 to $2,500: the 85-inch QM8L ($2,297.99, then $2,497.99 on October 19) or the 98-inch QM7L ($2,197.99 at Amazon) for the biggest screen. For the best picture, the 65-inch LG G6 ($2,499.99 at LG.com) or Samsung S95H ($2,499.99 at Samsung.com).
Picks by room and use
- Gaming: the LG C6, which also supports Dolby Vision gaming on Xbox. On a budget, the TCL QM7L does 4K at 144Hz with VRR on two HDMI 2.1 ports; the Hisense U7SG, when it's on sale, has four and runs at up to 165Hz in 4K and 330Hz at 1080p for PC games. Our gaming TV guide has more.
- Bright rooms: on a budget, the TCL QM7L, or the Hisense U7SG's matte screen when it's on sale; the LG G6 or Samsung S95H if you want OLED. See our bright-room guide.
- Bedrooms: the 48-inch Samsung S85H for a dark bedroom. For a bright one, the 55-inch TCL QM7L ($697.99 at Amazon) costs less and scores 5 for a bright room. Our bedroom TV guide has more options.
- Very big screens: the TCL QM8L at 75 or 85 inches. The 98-inch QM7L is the cheapest route to 98 inches among the TVs we cover. Hisense's 100-inch U7SG ($2,497.99 at Amazon) has a glossy screen, unlike the smaller sizes, so it handles glare worse.
How to check a model number
Search the full model number, suffix included, before you buy. If all you find are holiday ads and no reviews, treat it as a different TV from the one you researched, which is NBC's advice too. Check that the size you're buying is the size the review covers, since panels can change between sizes. And when a listing has a size or version menu, confirm the model number again after you pick, because one listing can mix different models.
How to judge a holiday price
A big percentage off doesn't tell you much. Instead:
- Know what the strike-through means. Amazon's reference-price policy says a List Price is the manufacturer's suggested price, shown only if the TV sold or was offered at or above it in the past 90 days, and a Typical Price is the 90-day median price customers paid, leaving out limited-time promotions.
- Treat a maker's original price as a launch price. On October 12, LG.com showed the 65-inch C6 at $1,499.99, "off" an original $2,699.99, and it was already $1,499.99 when we checked on October 5. A $1,499.99 Black Friday price wouldn't be a deal.
- Write prices down, as we do in the tables above. They move both ways: the 65-inch TCL QM8L was $1,077.99 at Amazon on October 7, during Prime Big Deal Days, $1,197.99 on October 12, and $1,297.99 on October 19.
- Compare the same size and the exact model, and check the seller. On October 12, the buy box on Amazon's 98-inch QM8L listing went to a third-party seller, Electronic Express, not Amazon.
- For the full calendar and what a good price looks like for our picks, see our guide to the best time to buy a TV.
Returns and holiday return windows
A big TV is hard to return, so read the policy before you buy, especially for a gift. Here's what each retailer's own policy page said on October 12, 2026:
- Amazon: most items can be returned within 30 days of delivery. Items that weigh 50 pounds or more, or whose packed box is longer than 59 inches, count as heavy or bulky and may carry a return shipping fee or need a scheduled pickup; the 65-inch Samsung S95H, for one, ships at 64 pounds, per Samsung. Amazon hadn't posted a 2026 holiday extension. Last year, it let most items bought from November 1 to December 31, 2025 be returned until January 31, 2026.
- Best Buy: 15 days for most products, or 60 days for My Best Buy Plus and Total members, counted from the day you receive the item. TVs over 50 inches can't be returned by mail, so plan on a store trip. Its holiday FAQ still showed last year's window (purchases from October 31 to December 31, 2025, returnable through January 15, 2026).
- Target: electronics must be returned within 30 days. Target Circle Card holders and Circle 360 members get an extra 30 days on nearly all items bought with the card. Target says holiday items may have modified policies, but we didn't find a 2026 holiday window posted.
- Costco: 90 days from the day you receive a TV.
- Samsung.com: 15 days from delivery for TVs unless a promotion extends it, with a 5% restocking fee for change-of-mind returns. Report damage or defects within 5 days of delivery or 2 days of installation.
- Walmart: its policy page wouldn't load for us, so check it directly before you buy.
Before you wrap it
A few checks save a return. Measure the stand or cabinet: TVs with feet near the edges need a wide surface (the 65-inch S95H's round feet span 43 inches, per Samsung's specs), and the G6 comes with no stand at all in the US. Match the size to the seat; our viewing-distance chart puts a 65-inch at about 8 to 9 feet. For a PS5 or Xbox, make sure the ports you'll use support HDMI 2.1, then follow our HDMI 2.1 setup guide. And if the TV is going on a wall, our wall-mount sizing guide covers VESA patterns and weight.
Supporting evidence
What other outlets' testing found
Our scores and picks lean on this testing and reporting. The findings on our picks come first, then the lineup and model-number details from the same sources, and the full source list.
Says the S90H's matte Glare Free screen does an amazing job handling glare, and that its blacks hold up better in a lit room than on earlier QD-OLED S90 models.
Ranks the C6 its best upper mid-range TV (September 15, 2026) and its best upper mid-range gaming TV (October 1).
Finds the QM7L bright enough to overcome glare in most well-lit rooms, with deep, uniform blacks, and says its results for the 65-inch apply to the other sizes. The catches: its picture degrades rapidly from the sides, HDR accuracy is poor, and only two of its HDMI ports are 2.1, with up to 144Hz.
Rates the U7SG a bit better overall than the QM7L and calls it the best 65-inch TV under $1,000 when it's on sale.
Says its results for the 65-inch QM8L apply to the 75-, 85-, and 98-inch sizes too, finds its HDR accuracy poor, and says the picture fades for anyone sitting off to the side.
Calls the G6 one of the only OLEDs on the market that's truly suitable for bright rooms. Its top bright-room TV is the Sony Bravia 9 II, which costs more again.
The 2026 lineup at a glance
Knowing which names are this year's models makes holiday ads easier to read. Based on RTINGS' 2026 lineup coverage and its reviews:
- LG: OLEDs are the B6, the C6 (42 to 65 inches), the C6H (the 77- and 83-inch C6, with a brighter panel), the G6, and the W6 Wallpaper. The B6E is the same TV as the B6 with a simpler remote. Last year's B5, C5, and G5 are still on sale in places.
- Samsung: OLEDs are the S85H, S90H, and S95H. LED models include the QN70H and QN80H Neo QLEDs, the M70H and M80H, and the entry-level U8000H. Last year's OLEDs were the S85F, S90F, and S95F.
- Sony: the Bravia 9 II and Bravia 7 II use RGB Mini LED backlights, the Bravia 3 II and Bravia 2 II are entry models without local dimming, and the Bravia 6 is a new, cheaper OLED. The Bravia 8 II OLED (55 and 65 inches only) and the Bravia 5 carry over from 2025.
- TCL: the QM7L and QM8L, the flagship X11L, and the RGB Mini LED RM9L. The 2025 QM6K, QM7K, and QM8K are still around.
- Hisense: the U7SG (Google TV) and U7SF (Fire TV), plus the UR8S and UR9S RGB Mini LED models. The 2025 U8QG is still sold.
- Roku and Amazon: Roku's Pro Series is now an OLED, with a brighter Pro Series LX above it. Amazon now sells its Fire TV Omni Mini-LED as the Ember Mini-LED Series.
Holiday model-number traps
Every holiday season, TVs turn up with model numbers you won't find in the brand's main lineup: retailer-specific versions, warehouse-club codes, and sale-only "derivative" models. In a 2015 NBC News report, Consumer Reports' Jim Willcox explained the catch: "Almost all of these price-match offers are limited to the exact same model." A one-off model number also has no price history to compare against and, usually, no reviews.
Not every variant is a downgrade. These examples come mostly from RTINGS' 2026 reviews and lineup coverage:
- Same TV, different code: Samsung sells the S85H and S90H at Costco and Sam's Club under model codes such as QN65S85HDEXZA, and RTINGS lists them as versions of the same TV that come with an extended warranty. LG's B6E is the B6 with a simpler remote.
- Better, not worse: the TCL QM7L Pro, first sold at Costco, has the same panel as the QM7L but a more advanced processor, and it's advertised with HDMI 2.1 on all four ports.
- Different software, different tuning: Hisense sells the U7SG with Google TV and the U7SF with Fire TV. On Amazon, both appear in the same size menu, and RTINGS says its U7SG review doesn't apply to the U7SF.
- Same name, different panel: the 77- and 83-inch LG C6 are really the C6H, with a brighter panel. The 48- and 77-inch Samsung S90H use a different panel from the other sizes. The 100- and 116-inch Hisense U7SG have a glossy screen instead of matte.
- Cheaper lookalikes: LG announced lower-priced "Special Edition" versions of its B and C series, and RTINGS says LG's marketing suggests they'll be much dimmer and may lack some gaming features. Samsung's M70H and M80H are marketed as Mini LED TVs but, per RTINGS, lack local dimming.
- Old names, new TVs: RTINGS notes that the 2016 LG B6 (model numbers ending in B6PUA) is a completely different TV from the 2026 B6 (B6GUA). Roku's 2025 Pro Series was a Mini LED TV; the 2026 Pro Series is an OLED.
- Last year's example: Consumer Reports' 2025 holiday deals list included the Samsung QN65S84FA, a 2025 OLED that appeared to be exclusive to Best Buy, and noted that Costco listed the 77-inch version as the QN77S84FD.
Sources
Rankings, reviews, and policies this guide draws on, all checked October 12, 2026 (LG C6, Hisense U7SG, and TCL QM7L and QM8L prices again on October 19):
- RTINGS rankings: best TVs, best gaming TVs, best TVs for bright rooms, and best TVs under $1,000: rtings.com/tv/reviews/best
- RTINGS reviews of the LG C6, B6, and G6, the Hisense U7SG, the TCL QM8L and QM7L, and the Samsung S85H, S90H, and S95H: rtings.com/tv/reviews
- RTINGS, "2026 TV Lineup: The Year Of RGB Mini LED" (updated June 18, 2026): rtings.com/tv/learn/2026-lineup
- NBC News, "Black Friday Brief: 'Derivative' TVs a Smoking Deal or a Sham?" (November 17, 2015): nbcnews.com
- Consumer Reports, "Best Holiday Deals on TVs" (updated December 15, 2025): consumerreports.org
- StereoNET on the Sony Bravia 6 OLED: stereonet.com; Roku's Pro Series page: roku.com
- Amazon Return Policy and About Reference Prices help pages: amazon.com/gp/help; Amazon's 2025 holiday return post: aboutamazon.com
- Best Buy Return & Exchange Policy and Holiday FAQ: bestbuy.com/site/help-topics
- Target return policy and return exceptions: target.com/help; Costco return policy: customerservice.costco.com; Samsung return policy: order-help.us.samsung.com
- LG.com and Samsung.com product pages, and Amazon.com listings, for prices and specs; Best Buy's U7SG listings for its October 19 prices.
Head to head
Compare these picks
- LG C6 vs Samsung S90HBoth are picks here: the LG C6 OLED (Best for gaming) and the Samsung S90H OLED (Best overall).
- LG C6 vs TCL QM8LBoth are picks here: the LG C6 OLED (Best for gaming) and the TCL QM8L (Best big screen).
- LG C6 vs LG G6Both are picks here: the LG C6 OLED (Best for gaming) and the LG G6 OLED (Best splurge).
Sound
A soundbar for these TVs
If a soundbar is on your list too, these are the bars our soundbar finder pairs with this guide's picks at 65 inches. The prices are from October 26, before the holiday sales, so check them again in November.
- Samsung HW-Q990H
11.1.4-channel, bar, sub, and rears, 48.5 in wide (fits 65-inch screens and up). Q-Symphony, Wireless Dolby Atmos, SpaceFit Sound Pro with Samsung TVs (2022 or later), per Samsung.
$1,497.99
- LG S95AR
9.1.5-channel, bar, sub, and rears, 49.2 in wide (fits 65-inch screens and up). WOW Orchestra, WOWCAST Built-in, WOW Interface with LG TVs, per LG.
$1,199.99
- Samsung HW-B750F
5.1-channel, bar and sub, 40.6 in wide (fits 48-inch screens and up).
$297.99
From the soundbar finder at 65 inches with all-round use: the highest-ranked bar whose maker names a feature for that TV's brand and model year, or the all-round pick when none does. Amazon prices seen October 26, 2026. Every TV brand and size · All soundbars
Frequently asked questions
When is Black Friday 2026?
Friday, November 27, 2026, with Cyber Monday on November 30. As of October 12, we hadn't seen any major retailer publish its Black Friday TV prices.
What's the best TV to give as a gift this year?
For most living rooms, the Samsung S90H OLED ($1,497.99 at 65 inches on October 12, $1,397.99 on October 19), or the LG C6 ($1,499.99, then $1,399.99) for someone who games on an Xbox. Under $1,000, the TCL QM7L ($898 at 65 inches on October 19), or the Hisense U7SG if a sale brings it back under $1,000 (it was $829.99 on October 12 and $1,497.99 on October 19). For a bedroom, the 48-inch Samsung S85H ($797.99).
Are Black Friday TVs worse?
Some are. Sale-only and retailer-specific models can differ from the version reviewers tested, and a unique model number makes price comparisons and price matching harder. Others are versions of the same TV, like the warehouse-club codes RTINGS lists for the Samsung S85H. Search the exact model number and look for a review that covers it.
What are the holiday return policies for TVs in 2026?
As of October 12, 2026, Amazon, Best Buy, and Target hadn't posted 2026 holiday return windows on their policy pages. Their standard windows applied: 30 days from delivery at Amazon, 15 days at Best Buy (60 for paid members), and 30 days for electronics at Target. Costco allows 90 days for TVs.
Is a TV that's 40% off a good deal?
Not necessarily. Compare against what the TV has actually sold for recently, not its list or original price. Amazon's Typical Price, for example, is the 90-day median price customers paid.
Should I buy a 2025 model instead?
It can be the better buy while stock lasts, if the discount is big enough. Our 2026 vs 2025 guide explains how to decide.
Related guides
Disclosure: Our picks are independent and editorial — a synthesis of public reviews and specs, not our own lab measurements. We may earn a commission from qualifying purchases made through links on this page, at no extra cost to you.