HT,
I bought my Sony XBR-7 (sort-of) online just before last Christmas. First, I researched different models and brands for hours and decided on what I wanted, then watched the sale prices after Thanksgiving: the sales were pretty flat. Then I watched the prices drop toward Christmas. After Christmas, the price dropped again and the same after New Years. Time to buy.
I found an e-bay Power-Seller with a stellar review: he had the second lowest price and FREE shipping. I called him and arranged to purchase directly from his 'physical' store, not his e-bay store, and since it was out-of-State, I bypassed almost 10% sales tax. Ultimately, the set was discounted over $700 under the price (including shipping and taxes) many online sellers were sticking to at the time. Well worth the trouble to shop!
Jim
PS I opted for shipping insurance @ around $75.00 additional.