GMA Deals and Steals: What It Is, How It Works, and How to Get the Best Discounts
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If you’ve ever caught Good Morning America and noticed viewers rushing to their phones mid-segment, there’s a good chance Tory Johnson was on screen. Her “Deals and Steals” segment has been a fixture on GMA since 2011, and for good reason: the discounts are real, the brands are recognizable, and the window to grab them is short. Here’s everything you need to know about how the segment works and how to make sure you never miss a deal.
What GMA Deals and Steals Actually Is
At its core, Deals and Steals is a curated shopping segment that airs on ABC’s Good Morning America. Tory Johnson, a contributor who has been with the show for well over a decade, negotiates exclusive discounts directly with brands and presents them live on air. The deals are available only to GMA viewers and are typically time-limited, meaning they expire once the segment ends or stock runs out.
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The discounts are not small. Products regularly sell at 50 to 70 percent off their standard retail price, and the categories span a wide range: beauty and skincare, kitchen gadgets, fashion, fitness gear, home essentials, and electronics. It’s not a sponsored ad read dressed up as a deal. Johnson vets the products and locks in prices that shoppers genuinely cannot find elsewhere at that moment.
What’s Been Featured Recently
The summer 2025 lineup has leaned into warm-weather essentials. Recent segments have featured products from NoSweat, Womaness, and several other brands focused on seasonal needs. Footwear has also had a strong showing, with deals on adidas, ASICS, New Balance, and Veja all appearing in recent weeks. On the beauty side, the segment spotlighted S’ABLE Labs, the luxury skincare brand founded by Sabrina Elba that launched in 2022 and now sells through Sephora. There was also a more unexpected entry: Tecovas boots made from invasive python skin, which generated plenty of buzz on its own.
The range reflects what Johnson does well. She mixes practical everyday items with a few conversation-starting picks that make the segment feel worth tuning into even if you’re not actively shopping.
How to Actually Shop the Deals
This is where a lot of people lose out. The segment airs during GMA’s broadcast window, and deals can sell through quickly once the segment goes live. Here’s how to stay ahead of it.
Watch or stream live. GMA airs weekday mornings on ABC. If you can’t watch on television, the ABC News app and the network’s website stream the show live. The Deals and Steals segment typically appears during the show rather than at a fixed time, so it’s worth keeping an eye on the full broadcast.
Go directly to the GMA shopping page. ABC maintains a dedicated shopping section on its website where deal links are posted alongside each segment. This is the most reliable place to find active deals with direct checkout links to the merchant’s site.
Move quickly. These are not ongoing sales. The discounted price is negotiated specifically for the segment, and once the deal window closes or inventory is gone, the price reverts. Waiting until the afternoon often means missing out entirely.
Check third-party trackers. Several fan sites and deal aggregators collect the day’s GMA deals and steals in one place, updating around the time the segment airs. These can be useful if you missed the broadcast and want a quick overview of what was featured, though you should always click through to the official merchant link to confirm pricing and availability.
Why the Deals Hold Up
A fair question is whether these discounts are genuine or just manufactured urgency around inflated prices. The segment’s longevity offers a partial answer. Tory Johnson has been doing this since 2011, and the brands that return to the segment repeatedly do so because the exposure works for them. That dynamic creates an incentive for both sides to keep the discounts credible. Brands accept lower margins in exchange for the reach of a national morning show audience, and viewers get prices they can’t replicate by simply Googling the product.
That said, it’s still worth doing a quick price check before buying. For well-known brands, you can compare the GMA price against what the same item sells for on the retailer’s own site or on major marketplaces. In most cases, the deal holds up. Occasionally, the “original” price cited is on the higher end of what the product normally sells for, so a little context never hurts.
Making It a Habit
The easiest way to benefit from Deals and Steals consistently is to build a small routine around it. Bookmark the GMA shopping page, follow the show’s social accounts where deals are sometimes teased ahead of broadcast, and if you have specific categories you care about, keep a loose wish list in mind. When a relevant deal appears, you’ll be ready to act rather than scrambling to decide.
For anyone who shops regularly for home goods, beauty products, or activewear, the segment is genuinely one of the more reliable ways to find verified discounts on brands worth buying.
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