From the Frame TV to the reflection-blocking S95D OLED, Samsung offers a range of TVs with different screen types, aesthetic designs and even price ranges. And with the Black Friday deals almost here and a ton of sales underway – just check out the rankings of the best deals at Amazon and Walmart – TechRadar sat down for a quick chat with James Fishler, Samsung’s senior vice president of Home entertainment, together the United States, before the start of the shopping season.

Samsung has been offering deals for a week now, including some excellent discounts across its TV portfolio – notably up to $1,300 off the Frame TV – with the biggest discount on the larger screen sizes. Fishler expressed confidence that the holiday shopping would happen and was quick to note that Samsung would be in the middle, stating, “We were number one last year for 18 years in a row, and although the data isn’t in yet, have I would expect us to turn 19 this year.”

Fishler continued: “We cover the entire range from entry-level and value-for-money devices to premium and largest screens. And I think this year consumers are perhaps a little more sensitive to value, and some interpret that as cheap, but I think it means a little more.”

He pointed out that Samsung is number one in the American Customer Satisfaction Index (ACSI) for quality and customer service, which increases confidence in the product and provides it with features such as TV Plus for free content, easy access to streaming services and AI upscaling for content connects and even TVs that act as home hubs for SmartThings.