In general, I tend to stick to a position that if you need something, you should get it and not wait for some sort of a discount season to start.
However, these days, with just minimal investigation, you'll find all sorts of deals almost any time. Black Friday, I suppose, is a little bit special, but beyond that, there is something happening at all times.
To commemorate St Patrick's Day, Primary Arms has their "SAVE12" coupon active which, as the name suggests, saves you 12% if you enter it into your cart.
I am sure there are exclusions to it.
My favourite PA product so far is definitely the PLxC 1-8x24 SFP LPVO with fiber illuminated reticle. I prefer the mrad version, but they did introduce a BDC version this year which is likely to have the larger market share https://alnk.to/ei3hIXw eventually.
Every time I try to dig into a comparative market share of BDC, mrad and MOA reticles in LPVOs or prismatics, it seems to boil down to about 50% of the customers buying BDC reticle, 30% buying mrad reticle and 20% buying MOA reticles.
I can kinda see why even though I am not necessarily on board with this decision making process.
PSA is, as is normal on all holidays, sticking with the heavily discounted AR parts, namely a complete build kit for $430. https://alnk.to/8iVwnse
I am not much of a budget shopper these days (I went through that phase some years ago), but for someone starting with ARs, this is a very good way to go.
For someone not new to ARs, but looking for the most under the radar portability, FoldAR is worth keeping an I on https://alnk.to/btpa2c5
Eurooptic still has VTX12 on all the Vortex optics and is still clearing out several Schmidt & Bender models https://alnk.to/apUC9ka
I am still shocked that there is a 3-12x54 Polar with illumination and exposed elevation turret for $2k. https://alnk.to/6xLWzoO
Midway has a bunch of stuff on sale, including several Armasight products https://alnk.to/9xkPfi0 plus there is free shipping.
Also noteworthy is the blemished (cosmetically) Burris Eliminator 6 with a 10% discount. https://alnk.to/1C8J6FO
I think this is the first time I see one of these discounted at all.
Opticsplanet has the "MAYHEM" coupon that gets you 10% off and some bonus bucks. Some items get a 14% discount with the code "patty". Somewhat unexpectedly, the Element Immersive 5x30 qualifies for that one https://alnk.to/7qlJtF1