The best time to buy depends on a number of factors, but if you want to take advantage of bonus points and free sets, the end of the year (Black Friday, Christmas) and sales periods are often the best times. If you want special discounts, watch for end-of-life periods or end-of-year promotions. If you're looking to maximize your loyalty points, wait for the 2x or 3x points events that occur several times a year.
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