Sony FE 24-70mm F2.8 GM II Cyber Monday deals 2025?

I totally agree that the performance jump is worth it, but honestly, you should look at some of the technical "fitment" stuff that might add to the total cost. Switching from the 24-105mm to the Sony FE 24-70mm F2.8 GM II caught me off guard with a few things: * **Filter Diameter:** The 24-105mm uses 77mm filters, but the GM II is 82mm. You’ll basically need to buy all new filters or mess around with step-up rings, which can be a total pain with the lens hood.
* **Gimbal Re-balancing:** If you use a gimbal like the DJI RS 3 Mini or a larger one, the weight distribution is different. Even though the GM II is impressively light, the center of gravity shifts when you zoom out to 70mm since the barrel extends.
* **Firmware:** Just a heads up, make sure your Sony Alpha 7 IV firmware is up to date to actually get the full tracking speed out of those XD Linear Motors. It’s a beast of a lens, just make sure your existing accessories are actually compatible so you don't end up spending another few hundred bucks on extra stuff right after the sale!

^ This. Also, been reading through the thread and its honestly a bit of a letdown how stingy Sony is with these flagship lenses. Realistically, the consensus here is:

• Discounts are gonna be minimal, maybe two hundred bucks at most.
• The filter size swap from 77mm to 82mm is a total pain and an extra expense.
• Stay away from grey market stuff or you lose that warranty coverage. I ran into a massive headache with the Sony FE 24-70mm F2.8 GM II that nobody really warned me about. My current setup for handheld shooting has a very specific cage and handle, and the zoom ring on this one is positioned just far enough back that it was constantly hitting my rigging. I ended up having to buy a bunch of new mounting hardware just to get it to sit right. It was a huge disappointment because I thought it would be a simple swap, but instead, I spent half my weekend messing with hex keys and spacers. The small savings from the sale barely covered the cost of new parts and the frustration of my gear not being compatible out of the box.

I'm actually gonna go against the grain here and suggest that waiting for Cyber Monday might not even be worth it for this specific lens. Everyone is talking about saving a couple hundred bucks, but honestly, if you're shooting professionally or even just a heavy hobbyist, the performance gap between your Sony FE 24-105mm F4 G OSS and the Sony FE 24-70mm f/2.8 GM II is so big that you're potentially losing more in "missed shots" than you'd save in cash. Instead of hunting for deals, I’d look at these performance metrics to see if you actually need the upgrade:
* **AF Response:** The GM II uses four XD linear motors. The 24-105 is great, but the tracking speed on the GM II is on another level for fast-moving subjects on the A7 IV.
* **Video Features:** If you do any hybrid work, the suppressed focus breathing and the physical aperture ring are massive workflow improvements.
* **Sharpness at f/2.8:** In my own testing, the GM II wide open is sharper across the frame than the 24-105 is even when stopped down to f/5.6. Tbh, if a $200 discount is what makes or breaks the purchase, maybe just rent it for a weekend first? You might realize the performance jump is worth paying full price for right now!!!

Hey,

I’m kinda in the same boat as you. I upgraded from the 24-105 f/4 to the 24-70 GM II on my A7 IV last year, and I waited around Cyber Monday too.

**Background / what I actually saw:**
Last year (and the year before with other GM glass), the 24-70 GM II itself didn’t get insane discounts. It was usually:
- About **$100–$200 off** at the big shops (B&H, Adorama, Amazon, sometimes Best Buy)
- Or same price but with **bonus stuff**: UV/ND filter kit, extra battery, cheap bag, or a 64–128GB SD card.

**Why it matters:**
The lens is still kinda flagship, so Sony doesn’t slash it like crazy. The better “deal” I got was a **bundle at B&H**: small discount + decent filter + extra battery. The accessory value was actually nicer than the raw price cut.

**What I’d do in your place:**
- Watch **B&H and Adorama** first, then Amazon for price-matching.
- Don’t expect more than **10% off**; focus on a good bundle (filters + battery or warranty extension).
- If there’s a Sony **stackable rebate** with bodies, that can be a sneaky extra savings.

FWIW, the upgrade from 24-105 to 24-70 GM II was absolutely worth it for me in AF speed and sharpness, especially at 2.8.

Hope this helps!

Hey,

Coming at this from the super boring-but-practical money angle…

**1. Set a “buy” price now**
For the 24-70 GM II, I’d personally set realistic expectations around:
- **10–15% off** the lens itself *or*
- **Full price but with decent extras** (good CPL + UV, or extended warranty, or store credit)

Deeper straight discounts (20%+) on current Sony GM glass are rare unless it’s a very specific regional promo or open-box.

**2. Don’t overvalue cheap bundles**
A lot of Cyber Monday bundles pad “value” with garbage filters, flimsy tripods, and random cleaning kits. In my experience, that adds almost **zero real value**.
If it’s not Hoya/Marumi/B+W/Breakthrough/etc, I just assume the filter is a throwaway.

**3. Check these types of deals specifically**
What’s actually worth chasing:
- **Authorized dealer gift cards** (e.g. buy the 24-70, get $100–$200 store credit you can use on a real filter or card)
- **0% financing** (B&H, Adorama, some local stores) – not a discount, but helps cashflow
- **Open-box / demo units** from big retailers: usually 5–15% off, full warranty, basically new

**4. Compare to what you’d “gain” by waiting**
If you’re gonna shoot a lot between now and mid–2026 (paid work, trips, etc.), *not* having the 24-70 GM II is also a cost. Better AF, more usable at 2.8, lighter than your 24-105 – all that can matter more than saving an extra $100 if you actually shoot a ton.

**My practical rule:** if you see **~$200–$300 real value** (discount + legit extras) from an authorized dealer, that’s a good, realistic Cyber Monday grab for this lens. Anything better is a bonus.

Hope this helps you frame what to watch for!

Hey, nice combo with the A7 IV + 24-105, that lens is already super solid.

From a more nerdy/price-history angle: the 24-70 GM II usually *doesn’t* get crazy % cuts, more like $200–$300 off max on big sale days, plus occasional gift card / accessory bundles. It’s still a flagship workhorse, so Sony tends to protect the price.

If you’re mainly doing travel/events and like the 105mm reach, I’d also keep an eye on:
- **Sigma 24-70mm f/2.8 DG DN** – often $150–$250 off on Cyber Monday, and the optical gap vs the GM II is smaller than people think, especially stopped down.
- **Tamron 28-75 G2** – cheaper, lighter, and gets better discounts, but you lose the 24–28mm range.

For deals, I’d watch:
- **Adorama / B&H**: sometimes throw in filters, extra year warranty, or big-value gift cards.
- **Local brick-and-mortar / pro photo stores**: they sometimes match online prices *and* give you store credit or free sensor cleanings etc.

If you’re happy with the 24-105 right now, I’d honestly set a target price (e.g. “if it hits $X with extras, I pull the trigger”) and wait. The upgrade from f/4 to f/2.8 is nice, but not worth paying full flagship tax if you’re mainly chasing value.

Hope this helps you game out what’s realistic!

One more angle you might want to consider: during Cyber Monday, be careful with *where* you buy that 24–70 GM II, not just the price. I’d avoid gray‑market “too good” deals and stick to authorized sellers (B&H, Adorama, major local shops, Amazon *sold by Amazon*), otherwise Sony’s warranty might not apply. Also watch for sketchy “bundle” listings where the filters are cheap uncoated glass that can actually hurt image quality or flare more at 2.8. If you do grab a bundle, I’d suggest checking that the filters are decent brands (like Hoya, B+W, etc.) and that the seller clearly states US warranty + return policy in writing. A clean 10–15% off from a legit dealer is safer than a huge discount from a random marketplace seller that could mean no warranty, harder returns, or even a used/refurb lens passed off as new. Hope this helps!

Hey,

I totally get where you’re at – that 24-70 GM II is such a tempting upgrade from the 24-105, but the price hurts. 😅 Since others already covered price history and where to buy, I’ll throw in a bit of a DIY / self-service spin that might save you money *around* the lens so you don’t have to wait for a crazy discount that may never come.

What I’ve been doing (I’m still kinda new-ish to all this) is:

**1. Build your own “bundle” instead of hunting for official ones**
Instead of waiting for a lens + filter + warranty combo, I:
- Watch for **separate deals** on high‑quality filters (K&F, Hoya, etc.) and just pair them myself.
- Use **price trackers** (CamelCamelCamel for Amazon, price alerts on B&H/Adorama) so I can grab each piece when it dips.
Sometimes I’ve ended up paying less than the “official” bundle price, just spread over a few weeks.

**2. DIY protection instead of extra store warranty**
A lot of stores push paid warranty bundles. Instead, I:
- Rely on **manufacturer warranty + good bag + cheap rain cover** (like $10–20 on Amazon).
- Add it to my **home/renter’s insurance** with a photo of the receipt (cost me way less per year than extended store warranties).

**3. Don’t sleep on used / open box, but do it smart**
This is kinda DIY too: you’re doing the “inspection” yourself.
Check:
- KEH, MPB, B&H Used, Adorama Used.
- Look for **open box / like new** GM II – sometimes it’s basically new with a decent discount.

So, IMO: expect maybe 10–15% off at best on Cyber Monday, then DIY your own bundle + protection to stretch your budget.

What’s your target price where you’d hit “buy now” without hesitation? That might help narrow the strategy a bit!

Hey,

I’ll chime in from more of a “market watcher / brand comparison” angle.

**Quick tip:** For a premium flagship zoom like the Sony 24–70 GM II, don’t expect Canon/Nikon/Sigma/Tamron levels of discounting on Cyber Monday. Sony tends to hold value a bit more.

**What I’ve seen over the years:**
- Similar lenses (Canon RF 24–70 2.8, Nikon Z 24–70 2.8) usually only see **modest % cuts** but better **bundle value** (filters, cards, maybe a grip).
- Third‑party 24–70-ish 2.8s (Tamron/Sigma in other mounts) will sometimes go **20–25% off**, but that level basically never hits Sony’s GM II line.

So realistically, if Sony GM II drops around **10–15% plus a legit bundle**, that’s already competitive versus how other brands treat their top 24–70s.

**Where to watch (from a market POV):**
- Big authorized dealers in the US (B&H, Adorama) or your regional equivalent – they’re usually synced with Sony’s official promos.
- Sony’s own store: sometimes they do **gift-card or trade‑in boosts**, which quietly beat a straight price cut.

If you see something like 10% off + good filters or 2–3 year protection **from an authorized shop**, that’s probably the “green light” moment IMO.

Hope this helps!