Nikon Shooters: No More Sweet Deals!

Nikon USA is about to impose a 'unilateral pricing policy' which will do away with below-retail sale of most Nikon DSLR gear. (Copyright 2011 / Andrew Boyd)

Nikon USA is about to impose a 'unilateral pricing policy' which will do away with below-retail sale of most Nikon DSLR gear. (Copyright 2011 / Andrew Boyd)


According to PetaPixel and Nikon Rumors, Nikon is introducing a new Unilateral Pricing Policy on DSLR gear sold in the US that will take effect on October 16th. Saying that the policy is “designed to allow customers to make purchasing decisions based on service provided and not have to worry about hunting for a better price”, Nikon plans to withhold sales to any store caught pricing equipment below “national prices” that the company will set for each product.

Unilateral Policy is a method by which manufactures can control retail prices in the US. While forcing resellers to agree upon specific prices explicitly would constitute illegal price fixing, companies do have the right to refuse sales to any reseller caught selling products at prices below what the manufacturer wants.
What this means for you, the Nikon shooter, is that after October 16, there won’t be much difference, if any, in prices across the country, whether you’re shopping with a big discount chain or your local camera store, Theoretically, at least, this should be GREAT for the small stores out there, maybe not so great for the average bargain-hunting photographer.

The moral of the story: Hurry and place your orders today!

–thanks to Nikon Rumors and PetaPixel for this information

Hi, I’m Andrew Boyd, a.k.a. The Discerning Photographer, and I hope this post has been interesting and informative. Please leave me a comment about it, let me know what you’d like to see more of on the site! You can also sign up for email delivery of all future articles or my RSS feed. Or subscribe to our Facebook page or our Twitter feed. Thanks!–DiscerningPhotog

Posted in: Equipment

About the Author:

Photographer, videographer and photo editor. Host and creator of The Discerning Photographer web site. Currently a Canon shooter.

9 Comments on "Nikon Shooters: No More Sweet Deals!"

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  1. Dave says:

    Thank you Nikon for making me not have to take 2 minutes to find the best price. My time is too precious. If we are lucky all car dealers will make us pay sticker price too.

  2. kevin says:

    Is there really any difference in prices now. Not really. I never really got a really amazing deal on any new nikon gear. All the major retailers and sellers are pretty much all the same or within a few dollars. So dont think there will be any difference at all. Lots of other companies outside of photography already do this such as in musical instruments and in a way its nice because you dont have to search around trying to save 5 bucks. Also people cant jack up prices when there is a shortage of a product. Also makes it possible for smaller home town camera stores to compete with mega sites like amazon which i like.Also retailers will still give deals just in a different way like giving store credits or pairs up savings with other products. I mean apple is a prime example of pretty much fixed prices that almost everyone is used to.

  3. I think this sets a floor that you can’t go under…I don’t think it says anything about shortages or supply/demand pricing on the upside. What you say may be mostly true but people won’t be happy about this regardless.

  4. Bayou Bill says:

    According to other sources, such as Thom Hogan’s site, Nikon will soften the blow by introducing new rebates. To quote Hogan’s Oct 10 commentary: “But what Nikon taketh away they sometimes giveth back: it appears that we’re going to get a broader set of products covered by instant rebates later this month and continuing into the fall/Christmas selling season. Products that haven’t had instant rebates for awhile, including some pro bodies and lenses, will be getting them back.”

    My take is that the rebates will be Nikon’s way of stimulating sales when necessary without allowing retail price cuts, so timing of our purchases will be important. I also agree that creative dealers will offer other incentives to get us to buy from them.

    It will be interesting to see whether and how Canon reacts.

  5. Thanks for the info, Bill. I was hoping you would chime in on this thread, knowing your interest in Nikon issues!

  6. Larry Salaets says:

    I had heard about the price increase, but was going to make my purchase regardless; my 14-24 arrived via UPS yesterday! 🙂

  7. Good for you, Larry. That’s a nice lens!

  8. Bayou Bill says:

    Two days ago I passed on Thom Hogan’s Oct 10 report that Nikon will soften the impact of standardized pricing by introducing new rebates in time for the holiday shopping season. Now Hogan is reporting that the flooding in Thailand may cause more damage to Nikon’s DSLR production than the Japan Earthquake did. The flooded Nikon plant in Thailand is where they manufacture the D3100, D5100, D7000, and D300s, and also some consumer lenses. Hogan is suggesting that anyone who wants a D7000 (which was in short supply even before the flooding) better grab one right now if they can find one, and suggests that the D3100 and D5100 might be in short supply by Christmas. This calls into question whether Nikon will go ahead with their rebate plans on these products, since there’s no point in offering rebates on products that aren’t available for people to buy. Details in Hogan’s Oct 13 Commentary at

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