Quick Answer
GMA Deals and Steals is the weekly Good Morning America shopping segment hosted by ABC e-commerce editor Tory Johnson. Each week she partners with curated brands to offer exclusive discounts of 50 percent or more off retail prices, available only through the dedicated portal at gmadeals.com (or via links on goodmorningamerica.com).
To shop, I tune in during the live segment, head straight to gmadeals.com, and use the GMA links or codes to unlock the deal pricing at the brand's checkout. Most offers run 24 to 48 hours, but the most popular items routinely sell out within the first hour of broadcast.
What GMA Deals and Steals Actually Is
The segment has been a fixture of Good Morning America for over a decade. Tory Johnson curates a rotating mix of products from small businesses, beauty labels, kitchen brands, gift makers, and home goods companies, then negotiates a discount well below standard retail. The brand sells direct, ABC promotes the deal on air and online, and viewers buy at the marked-down price.
The pitch is simple. You get exclusive discounts that you cannot find on the brand's own site. The brand gets a massive one-day push to a national audience of morning television viewers. Everyone wins as long as you can get to checkout before the inventory disappears.
How the Mechanics Work
1. The On-Air Presentation
Every week, GMA dedicates a segment to a curated theme such as Spring Fun Finds, Mother's Day Steals, summer travel essentials, or mom-founded brand spotlights. Tory Johnson walks through each product on camera, calls out the retail price, the deal price, and the percentage saved.
2. The Landing Page Drop
As soon as the segment airs, the offers go live on gmadeals.com. The page lists every active deal with a photo, the brand, the discount, and a direct "Shop Now" link that routes you to the brand's site with the discount already applied (or with a unique code to enter at checkout).
3. The Checkout
You do not buy from ABC. You buy directly from the brand, which means the final transaction, shipping, returns, and customer service are all handled by that brand. The GMA portal is essentially a curated index of one-day promotions, not a marketplace.
How I Score the Best Deals
Set an Alarm for the East Coast Broadcast
GMA airs at 7:00 AM ET, and the deals page typically updates around the segment's air time. If I wait until the West Coast feed runs three hours later, the most popular items are usually gone. The single biggest factor in landing a deal is being on the page within the first 15 minutes.
Create Accounts in Advance
The brands that appear on GMA tend to be smaller direct-to-consumer companies, and their checkout flow varies. I create accounts on the major recurring brands ahead of time and save payment methods through Shop Pay or Apple Pay. The time saved typing in an address and a card number is often the difference between checking out and watching the inventory counter hit zero.
Read the Shipping Fine Print
A 50 percent discount looks great until you reach checkout and see a 15 dollar shipping fee on a 20 dollar product. I always check the shipping cost before I get excited about the headline discount. Some brands roll free shipping into the GMA deal, others do not.
Watch the Refresh Behavior
Sold-out items occasionally come back online if customers abandon carts or if the brand releases a second batch. If I really want something that shows as out of stock, I refresh the brand page 10 to 15 minutes later. It works often enough to be worth trying.
What Kinds of Products Show Up Most Often
- Beauty and skincare. Serums, makeup brushes, anti-aging kits, and clean beauty bundles.
- Home and kitchen. Knives, organizers, candles, throws, and storage solutions.
- Personalized gifts. Engraved jewelry, photo books, custom stationery, and monogrammed accessories.
- Apparel and accessories. Wrap dresses, leggings, sunglasses, leather goods, and travel bags.
- Wellness. Massagers, sleep aids, supplements, and small fitness equipment.
Holiday weeks lean heavily into gift bundles. The Mother's Day, Father's Day, back-to-school, and pre-holiday segments tend to feature the deepest cumulative discounts of the year.
FAQ
What is the official website for GMA Deals and Steals?
The official portal is gmadeals.com. Lookalike sites occasionally pop up around holiday shopping windows; always confirm the URL before entering payment information.
How long do the deals last?
Most deals officially run for 24 to 48 hours. In practice, the highest-demand items sell out within the first hour after the segment airs, and the longer-tail items survive into the second day.
Can I return items bought through Deals and Steals?
Return policies are set by the individual brand, not by ABC or GMA. Many deep-discount items are flagged as final sale, so I always read the return terms on the brand's landing page before I check out.
Is the discount real, or are the regular prices inflated?
The deals are negotiated against the brand's standard retail price. For most products, you can verify the regular price on the brand's own site or on Amazon before buying. The discounts are genuine for the vast majority of items.
The Bottom Line
GMA Deals and Steals is one of the most efficient mainstream discount channels on the internet, but only if you treat it like a flash sale. The system works because Tory Johnson and the GMA team package the discount, the brand fulfills the order, and the viewer has a narrow window to act. Set the alarm, save payment details in advance, check the shipping line, and refresh strategically. Done right, it is a legitimate way to pull 50 percent or more off products that rarely go on sale anywhere else.
