Couple with camera Become an expert before you buy and use your negotiation skills to gain yourself a better deal and snap up a bargain.
Cut through the jargon
Make sure you set a budget; otherwise it is easy to get side-tracked into paying more than you wanted.
Spend time gemming up on the various digital camera functions http://www.which.co.uk/reviews/digital-cameras/page/features-explained to help you decide as to what's necessary and the type of digital camera that's right for you.
Research the prices and competition
When you have chosen the camera you prefer, input the make and model into Google to find out the retailers and the various prices on offer – bolster the list up by going to a price comparison site such as www.kelkoo.co.uk – prices can vary hugely; one mid-priced camera showed a 30% difference between outlets.
To see if you can gain a better reduction visit www.vouchercodes.co.uk; many major retailers promote their discounts here.
Research at least one cheaper camera that has similar functions to your first choice and use this information later when negotiating.
Approach the stores with your information to hand.
Know what it is you want
- Is price paramount?
- What about added value? Cameras often come with few accessories, perhaps you want to add in a case and a larger memory card?
- Know what it is you want to achieve before you ask for it.
Negotiation patter
Approach a senior member of staff, someone who has the authority to offer a discount. Be polite and give the impression you are prepared to buy now if you feel that you are getting a good deal. Discuss the model you are interested in but say it is over your budget. Use the competitive information you have to let them know of better deals elsewhere with the same or similar cheaper models. Say you are prepared to buy now if they can offer you a better price/package.
For that final push say something similar to 'if you include a memory card, I will buy now.'
Buy last year's model
Another way to get a better deal is to buy a reconditioned or previous year’s model. Many brands and retailers sell these at significantly reduced prices, including Argos and Canon eBay stores.
Marc Lockley writes for the Guardian online and is the author of 'How To Pay Less For More: the consumer's guide to negotiating the best deals - whatever you are buying'.