GMA Deals and Steals: The Hidden Cost of Morning TV's Favorite…

Every weekday morning, millions of Americans tune into "Good Morning America" for their fix of news, weather, and—increasingly—deep discounts. The "Deals and Steals" segment, helmed by lifestyle contributor Tory Johnson, has become a cultural phenomenon, promising viewers up to 70% off everything from skincare to air fryers. But as the deals pile up and the "limited quantities" warnings flash across screens, it's worth asking: who's really winning here? The pitch is irresistible. Johnson, with her signature breathless enthusiasm, unveils a curated slate of products—often small businesses or lesser-known brands—at prices that seem too good to pass up. Viewers are instructed to visit a special website or use a promo code, and the countdown begins. "These will sell out fast," Johnson warns, and she's usually right. The segment has launched countless products into viral stardom and turned obscure entrepreneurs into overnight sensations. But scratch the surface, and the economics get murkier. To land a spot on "Deals and Steals," brands typically must agree to steep discounts—sometimes selling at or below cost. The exposure is massive, but so is the risk. A single segment can generate thousands of orders, and for a small business, fulfilling that surge can be a logistical nightmare. Some companies have reported being overwhelmed, leading to shipping delays, customer service meltdowns, and a flood of negative reviews. The "GMA bump" can just as easily become a "GMA bust." Then there's the question of quality. Not every product featured is a hidden gem. Some are overstock, discontinued models, or items that failed to sell elsewhere. The deep discounts can mask inflated original prices—a classic retail tactic. One viewer favorite, a popular skincare set, was later found on Amazon at a similar price without the urgency or the "exclusive" branding. The deals are real, but they're not always as special as they seem. And what about the network? ABC, like all broadcasters, is in the business of ratings and revenue. "Deals and Steals" is a ratings juggernaut, drawing viewers who might otherwise skip the morning news. While ABC says it doesn't take a cut of sales, the segment builds loyalty and keeps audiences tuned in through commercial breaks. Brands, meanwhile, pay for the privilege in lost margins and logistical strain. It's a symbiotic relationship, but not an equal one. The real winners? Often the third-party fulfillment companies and marketing agencies that spring up around these segments, charging brands for the chance to handle the chaos. And, of course, the viewers who snag a genuine bargain—if they're fast enough and lucky enough to receive what they ordered. None of this means "Deals and Steals" is a scam. It's a well-oiled machine that delivers real value to some and real headaches to others. But as with any TV promise, a little skepticism goes a long way. Before you click "buy," ask yourself: Is this a deal I'd want even without the countdown clock? If the answer is no, you've just saved more than any segment could offer. **Closing opinion:** "Deals and Steals" is entertainment dressed as consumer advocacy, and the urgency is the product. The best deal is the one you skip because you never needed it in the first place.