Christmas at the end of a World Cup year is traditionally a quieter time for TV/AV sales - as so much action happened in the summer.
It's the same in 2010 - there was a massive peak of sales May/June and then it's been slower than a standard year (when TV/AV sales are more evenly spread, but then peak at Xmas). So manufacturers/retail need to stimulate the market.
We've already seen Samsung with its cashback deals, now Sony with VAT-back - more to come soon, I'd expect.
And of course you'd expect the prices of products that've been on the market a few months to come down in price anyway - especially as there'll be a whole new 2011 line-up due in the Spring....
Get ready for some bargains!