Manufacturers are cutting their prices on selected item by 35 to 50%. Black Friday is about the lowest price but not all manufacturers have adopted the same tactics. TomTom, Mio and Navigon chose essentially to discount their entry level device while Garmin and Magellan adopted another strategy with sales at different price points in their product range for devices such as the Garmin Nuvi 350, StreetPilot C550, Garmin Nuvi 660, Magellan Maestro 4000, 4040, 4250.
In one year prices have declined sharply. In November 2006 when Mio aggressively priced its entry level PND at $149 it gained around 30% market share during the black Friday week. This year the same kind of product is $79.