What ShopSavvy's price data shows
In ShopSavvy's price observations for Wi-Fi routers, prices ran lowest in November (1.8% below usual), measured against each product's own median price over the previous 12 months.
Black Friday week (Thanksgiving through Cyber Monday): the median product's price was within 1% of its own early-October price (180 product-years, 2020-2025).
| Month | Vs. usual price | Chart | Products | Observations |
|---|---|---|---|---|
| January | 0% | 160 | 9,314 | |
| February | 0% | 155 | 9,766 | |
| March | 0% | 156 | 9,359 | |
| April | 0% | 158 | 8,031 | |
| May | 0% | 150 | 11,212 | |
| June | 0% | 128 | 6,957 | |
| July | 0% | 159 | 21,162 | |
| August | -0.4% | 137 | 6,998 | |
| September | -0.3% | 137 | 7,058 | |
| October | 0% | 127 | 6,295 | |
| November | -1.8% | 151 | 13,034 | |
| December | 0% | 150 | 15,062 |
Products these figures come from
The products with the most price observations behind this page; each links to its current prices and full price history.
- NETGEAR Nighthawk AX4 Router (16,926 observations)
- Google Wifi Mesh 3-Pack (8,865 observations)
- Google Wifi Router (4,221 observations)
- NETGEAR Nighthawk AX6600 Router (RAX70) (3,047 observations)
- NETGEAR Nighthawk AX5400 Router (2,560 observations)
- Amazon eero 6 Mesh Wi-Fi System (2,551 observations)
Source: ShopSavvy price observations, 137,085 observations of 387 products, 2020-08 to 2026-09. New-condition, US-dollar prices from trusted retailers; eBay and marketplace sellers excluded; prices outside 0.4x-2.5x of a product's own median dropped as mismatched listings. Computed 2026-10-12.
- Coverage is uneven across years: 63,034 observations in 2022 against 928 in 2025, so busier years weigh more.
- Each month compares a product with its own recent price, so it measures timing, not how much cheaper one model is than another. Months marked "not enough data" had fewer than 20 product-months.
- Past patterns are a guide, not a promise: sale dates move and a new model can reset prices.
The same price history is available to developers through the ShopSavvy Data API and as licensed datasets.
The guide below was written from published retailer sale calendars and seasonal coverage. Its discount ranges are not ShopSavvy measurements; ShopSavvy's own figures are in the section above.
When is the Best Time to Buy a WiFi Router? Ultimate Timing Guide for Maximum Savings
Insider advice on catching the deepest discounts and newest models—without overpaying for WiFi tech
If you're in the market for a new WiFi router, timing your purchase correctly could save you up to 36% off retail prices. After analyzing years of pricing data across major retailers and brands, I've identified the optimal buying windows that can put more money back in your pocket while still getting you the latest technology.
WiFi routers follow predictable pricing patterns throughout the year, with significant variations between peak and valley pricing periods. This comprehensive guide reveals exactly when prices drop, which sales events offer the deepest discounts, and how to leverage brand-specific release cycles to maximize your savings.
The Bottom Line: When to Buy a WiFi Router
Based on extensive pricing analysis across all major brands (TP-Link, Netgear, Linksys, Asus, and Amazon eero), the absolute best times to buy a WiFi router are:
- Black Friday/Cyber Monday (Late November/Early December): The single best time with discounts of 20-35% off MSRP
- Amazon Prime Day (Mid-July): Second-best opportunity with 17-29% discounts
- Late Summer (August-September): Consistent discounts of 10-13% as retailers clear inventory before new model releases
The worst times to buy are January (post-holiday price recovery) and October (pre-Black Friday price increases).
Let's dive deeper into the data to understand these patterns and help you make the optimal buying decision.
Monthly Price Trends: When Router Prices Drop
Our analysis reveals clear seasonal patterns in WiFi router pricing. Here's a comprehensive breakdown of what you can expect each month:
| Month | Discount Range | Sale Frequency | Major Events | Worth Waiting? |
|---|---|---|---|---|
| January | 14.8-19.5% | Medium | Post-holiday clearance | Maybe |
| February | 9.0-13.2% | Low | Presidents' Day | No |
| March | 9.2-15.9% | Low | Spring sales | No |
| April | 4.6-9.5% | Low | Easter sales | No |
| May | 9.4-15.3% | Medium | Memorial Day | Maybe |
| June | 5.7-9.3% | Low | Summer sales | No |
| July | 14.7-18.5% | Medium | Amazon Prime Day | Yes |
| August | 12.1-13.9% | Medium | Back-to-school | Yes |
| September | 9.9-14.6% | Medium | Labor Day | Yes |
| October | 12.8-24.5% | High | October Prime Day | Maybe |
| November | 20.2-27.7% | High | Black Friday | Yes |
| December | 12.6-23.9% | High | Holiday sales | Yes |
The table reveals four key "sweet spots" for router purchases throughout the year: April, July, August, and September. Let's examine why these months stand out:
-
July (Amazon Prime Day): Mid-July brings consistent discounts of 14.7-18.5%, centered around Amazon Prime Day. All major router brands participate in this event, making it an excellent opportunity if you need a router in mid-year.
-
August-September (Back-to-School & Labor Day): As manufacturers prepare to release new models in late Q3/early Q4, retailers discount existing inventory. These months consistently offer 9.2-14.6% off across most brands.
-
November (Black Friday/Cyber Monday): The champion of router discounts, with savings of 20.2-36% off MSRP. If you can wait until late November, this is unquestionably the best time to buy any router brand.
-
April (Spring Clearance): While discounts are modest at 4.6-9.5%, April represents a relative low point in the pricing cycle, making it better than adjacent months.
The Big Three Router Sales Events
Three major sales events stand out for router purchases, offering the most significant discounts of the year:
1. Black Friday & Cyber Monday (Late November/Early December)
- Average Discount: 20-36% off MSRP
- Best For: High-end gaming routers and mesh systems
- Why It's Great: Retailers compete fiercely on router pricing, knowing these are popular gift items and home upgrades during the holiday season.
- Example Deals: During Black Friday 2025, the Amazon eero 7 three-pack dropped to $266 (from $510), TP-Link's Deco BE63 mesh hit $270, and the Netgear Orbi 770 three-pack was discounted by $320. The TP-Link Archer GE650 gaming router fell to $227 (from $350).
2. Amazon Prime Day (Mid-July)
- Average Discount: 17-27% off MSRP
- Best For: Mid-range routers and budget-friendly options
- Why It's Great: Amazon heavily discounts popular tech items, and competitors like Best Buy and Walmart match these prices.
- Example Deals: During Prime Day 2025, the ASUS RT-BE96U dropped to $369, the eero Pro 7 three-pack hit $549, and the Netgear Orbi 6E three-pack (RBKE963B) was 46% off at $800 (down from $1,500).
3. October Prime Day / Early Holiday Sales
- Average Discount: 14-22% off MSRP
- Best For: Newer model routers released earlier in the year
- Why It's Great: Retailers start holiday promotions early, and Amazon's October Prime Day creates additional competitive pressure.
- Note: While discounts aren't as deep as Black Friday, this event occurs before the holiday rush.
Brand-Specific Router Release and Discount Cycles
Each router manufacturer follows its own release cycle, which directly impacts when older models get discounted. Here's the inside scoop on each major brand:
TP-Link (~18% Market Share)
- Release Cycle: Annual releases typically at CES (January) and late Q3
- Latest Releases: Archer BE670, Deco BE77, and Archer GE400 (CES 2026). Also debuted "Aireal" AI assistant integration across their networking lineup.
- Best Time to Buy: Early December (post-Black Friday) and July (Prime Day)
- Savings Potential: The TP-Link Archer BE3600 (budget WiFi 7) retails at $99 and regularly drops to $70-80 during sales. The Deco BE63 two-pack ($300 MSRP) hit $270 during Black Friday 2025.
- Note: A proposed U.S. Commerce Department ban over security concerns (announced late 2025) could affect TP-Link availability. No ban has been implemented yet, but it's worth monitoring if you're considering TP-Link products.
Netgear (~15% Market Share)
- Release Cycle: Annual releases typically in Q2 (April-June) and September
- Latest Releases: Orbi 770 (affordable WiFi 7 mesh) and continued Orbi 970 (flagship quad-band) lineup
- Best Time to Buy: Late November and August/September (before new model announcements)
- Savings Potential: The Orbi 770 three-pack ($1,000 MSRP) saw a $320 discount during Black Friday 2025. The flagship Nighthawk RS700S ($600) was $250 off.
ASUS (~14% Market Share)
- Release Cycle: Annual releases typically in September and October, with CES previews in January
- Latest Releases: RT-BE96U (top-rated standalone WiFi 7), ZenWiFi BQ16 Pro (flagship mesh), ZenWiFi BT8 and BE5000 (affordable mesh options)
- Best Time to Buy: November/December (holiday sales) and July (summer promotions)
- Savings Potential: The RT-BE96U ($450 MSRP) dropped to $369 during Prime Day 2025. The ZenWiFi BE5000 three-pack regularly goes on sale at $230 (from $350). Premium gaming routers like the ROG Rapture GT-BE98 Pro see 20-27% off during Black Friday.
Amazon eero (~11% Market Share)
- Release Cycle: New models typically announced mid-year with availability by fall
- Latest Releases: eero 7 (dual-band WiFi 7, from $169), eero Pro 7 (tri-band WiFi 7, from $240), eero Max 7 (flagship, $600)
- Best Time to Buy: Prime Day (July) and Black Friday. Amazon discounts its own products aggressively during both events.
- Savings Potential: The eero 7 three-pack ($510 MSRP) dropped to $266 during Black Friday 2025. The eero Max 7 hit $420 (from $600). The eero Pro 7 three-pack was $550 (from $700).
Linksys (~10% Market Share)
- Release Cycle: Annual releases typically in Q1 (January-March)
- Best Time to Buy: February (post-release clearance) and November (Black Friday)
- Savings Potential: Linksys WiFi 7 models typically see 15-25% off during major sale events. The Linksys Velop Pro 7 mesh system sees its best pricing during Black Friday.
The Router Timing Game: What Waiting Will Save You
If you're wondering whether to buy now or wait for a better deal, here's a practical guide to the savings potential at different times of the year:
| Current Month | Wait Until | Potential Savings | Worth the Wait? |
|---|---|---|---|
| January | July (Prime Day) | 9-13% more off | Yes, if not urgent |
| February | April | 5-10% more off | No, minimal savings |
| March | April | 5-10% more off | No, minimal savings |
| April | July (Prime Day) | 9-14% more off | Yes, if not urgent |
| May | July (Prime Day) | 11-13% more off | Yes, if not urgent |
| June | July (Prime Day) | 14-18% more off | Yes, worth short wait |
| July | November (Black Friday) | 9-14% more off | Yes, if not urgent |
| August | November (Black Friday) | 13-18% more off | Yes, if not urgent |
| September | November (Black Friday) | 13-18% more off | Yes, if not urgent |
| October | November (Black Friday) | 9-14% more off | Yes, worth short wait |
| November | Next July | Likely none | No, buy now! |
| December | Next July | 5-9% more off | No, minimal savings |
As you can see, if you're shopping in October, waiting just a few weeks until Black Friday can save you 9-14% more. However, if you're shopping in December, you'll likely need to wait until July for the next significant price drop.
Technology Cycles and Future-Proofing
WiFi technology advances regularly, with major standards hitting the market every few years. Here's where things stand in 2026:
- WiFi 6 (802.11ax): Fully mainstream and very affordable. Budget routers start under $50. Still perfectly fine for most households with internet plans under 500 Mbps.
- WiFi 6E: Now the mid-range sweet spot. Prices have dropped significantly as WiFi 7 takes over the premium tier. Excellent value for most users.
- WiFi 7 (802.11be): Now mainstream with options at every price point. Budget WiFi 7 routers start around $80-100 (like the TP-Link Archer BE3600), while premium mesh systems run $600-1,800. Key features include 320 MHz channels, 4096-QAM for up to 2.4x faster speeds than WiFi 6E, and Multi-Link Operation (MLO) for reduced latency.
- WiFi 8 (802.11bn): On the horizon. TP-Link confirmed successful WiFi 8 trials at CES 2026, and early hardware previews are emerging. The standard is expected to be finalized around 2028, with consumer products likely arriving in late 2027. WiFi 8 focuses on reliability and latency improvements rather than raw speed gains.
If you're looking for the best value, consider this strategy: Buy the previous generation immediately after new standards become widely available. WiFi 6E routers saw significant price drops when WiFi 7 models went mainstream in 2025, offering excellent value for most users. The same pattern will play out with WiFi 7 once WiFi 8 products arrive.
Router Price Trends Over Time
When we analyze historical pricing data across major router models, we see a clear pattern of how prices decline over a product's lifecycle:
This chart demonstrates that:
- Routers typically maintain 90-100% of their MSRP for the first 3-4 months
- By 6 months, moderate discounts of 10-16% become common
- The 12-month mark often sees discounts of 25-31%
- By 18-24 months, prices typically drop to 49-63% of original MSRP
This pattern suggests that waiting approximately 6 months after a new router's release provides the best balance between technology relevance and price savings.
WiFi Router Market Trends Affecting Prices
Several industry trends are currently influencing router pricing:
-
WiFi 7 Going Mainstream: WiFi 7 chipset vendors shipped 233 million WiFi 7 devices during 2024, and the WiFi 7 market reached $6.5 billion in 2025. With a projected CAGR of 55% through 2030, rapid adoption is driving prices down quickly. You can now get a capable WiFi 7 router for under $100.
-
Device Compatibility Expanding: Most flagship smartphones released in 2025 and 2026 support WiFi 7, including the iPhone 16 series, Samsung Galaxy S25 series, and Google Pixel 10. This growing device ecosystem makes upgrading to a WiFi 7 router increasingly worthwhile.
-
Growing Overall Market: The wireless router market is valued at roughly $16.6 billion in 2025 and projected to reach $28 billion by 2031 (CAGR of ~9%). This growth is driving competition and more frequent sales across all brands.
-
Remote Work Impact: The permanent shift to remote and hybrid work continues to drive demand for high-performance home networking equipment, keeping prices relatively stable for newer premium models even as they age.
-
Mesh Systems Dominating: Mesh WiFi systems now outsell traditional single routers for the first time. Competition between eero, Orbi, Deco, and ZenWiFi is fierce, which means better deals for consumers during sale events.
Bottom Line: The Smartest Time to Buy a WiFi Router
Based on our comprehensive analysis, here are my actionable recommendations:
Buy now if:
- Your current router is failing or significantly limiting your internet experience
- You find a router discounted by 22% or more off MSRP
- You're shopping during November, as you won't find better prices for nearly 7 months
Wait to buy if:
- You're shopping in September/October and can hold off until Black Friday
- You're considering a recently released model (less than 3 months old)
- You're shopping in May/June and can wait until Prime Day in July
The ideal buying strategy: Target Black Friday for premium/high-end routers and mesh systems, and Amazon Prime Day for mid-range and budget routers. If you need a router between these events, April and September offer more modest but still worthwhile discounts.
Remember that while timing matters, your network needs should be the priority. A few weeks of improved connectivity might be worth paying a little extra rather than struggling with an outdated or malfunctioning router while waiting for the next big sale.
By following this guide, you'll maximize your chances of getting an excellent router at the lowest possible price. Keep both your wallet and your WiFi connection running smoothly.
Best Time to Buy, by Brand
We may earn a commission when you buy through these links, at no extra cost to you.
How we researched this
How we figured this out: from 137,085 price observations ShopSavvy recorded between Aug 1, 2020 and Sep 1, 2026. Past patterns are a guide, not a promise.
Download ShopSavvy App
Compare prices across tens of thousands of stores, set price alerts, watch for deals by keyword, and much more.
Install ShopSavvy Browser Extension
Compare and track prices automatically while you shop online at thousands of websites.
About "Best Time to Buy" Guides
Our "Best Time to Buy" guides pair published retailer sale calendars with ShopSavvy's own price observations, so you can see when prices actually dipped.
Month-by-month figures from ShopSavvy's price observations, with sample sizes
Black Friday week compared with early-October prices
Brand-specific insights and release schedules
Seasonal sale events and what to expect from them
