You’ve seen it. That frantic moment on Good Morning America where Tory Johnson stands in front of a table of gadgets and skincare, and everyone’s suddenly reaching for their phones. It’s a morning ritual for millions. But honestly, if you think it’s just about buying cheap stuff, you’re kinda missing the point.
The reality of GMA Deals & Steals with Tory Johnson is a bit more complex than a simple 50% off coupon. It’s an economy of its own. It’s where small businesses either find their forever fans or, in some cases, crash their servers under the weight of "the GMA effect."
Why GMA Deals & Steals With Tory Johnson Isn't Just "Another Sale"
Most TV segments are just ads disguised as news. Not this one. Tory Johnson, who basically invented this format for ABC back in 2011, isn't just a presenter; she’s an eCommerce editor with a terrifyingly high standard for what makes the cut.
The deals are usually 50% off or more. Sometimes much more.
Here is the thing: These brands aren't selling through a middleman. When you click that link on the official GMA site, you are transported directly to the manufacturer's own landing page. No Amazon warehouse. No big-box store markup. This is why the shipping can sometimes feel a little "small business-y"—because it is. You are buying from the people who actually made the thing.
The Myth of the Unlimited Supply
One major misconception? That there's an endless stash of those $20 silk pillowcases or the $40 tech bags.
Nope.
Every deal is "while supplies last." Because Tory negotiates such deep discounts, the brands have to cap the inventory to avoid going bankrupt. It’s a trade-off. They give you the best price you’ll ever see in exchange for a massive surge of brand awareness. If you wait until your lunch break to shop the morning’s segment, you’re probably going to see a "Sold Out" banner.
How the Magic Happens (And How to Actually Score)
If you want to win at GMA Deals & Steals with Tory Johnson, you can't just be a casual observer. You have to be a bit of a tactician.
- The QR Code is your best friend. Since 2023, the segment has leaned heavily into on-screen QR codes. Scan it immediately. Don't wait for the URL to be repeated.
- Focus on the "Hidden" Deals. Most people only look at what Tory holds up on camera. If you go to the actual website (gmadeals.com), there are often "Bonus Deals" that never even made it to air. These are usually the best-kept secrets.
- Know the "Midnight Rule." Almost every deal expires at midnight PT on the day it airs. If it’s Thursday, and you’re looking at Wednesday’s deals? You’re likely out of luck.
Real Talk on Shipping
People complain about the shipping. I get it. We are spoiled by two-hour delivery windows and free shipping on everything.
But remember: many of these are indie brands. If Tory features a small candle maker from Ohio, and they suddenly get 50,000 orders in six hours, they are going to be working 24/7 to ship those out. Usually, orders move in 2 to 3 days, but custom or personalized items—like those initials on a necklace—take longer. The site always lists the timetable. Read it before you get mad that your package isn't there by Saturday.
The Impact on Small Business
I’ve looked into the numbers, and they’re staggering. Since Tory started this, shoppers have saved over $1.5 billion. Think about that for a second. That is money staying in people’s pockets instead of going to giant retail conglomerates.
During the 2020 pandemic, Tory shifted focus specifically to "saving" small businesses that were facing total collapse. For many of these makers, getting on a segment with Tory Johnson wasn't just a "nice-to-have" marketing win—it was the only reason they didn't have to lay off their entire staff.
It’s not just about the sale; it’s about the lifeline.
What Tory Johnson Actually Does
She isn't just a face on TV. Before she was the "Deal Queen," she was a workplace contributor starting back in 2004. She’s a #1 New York Times bestselling author (The Shift is worth a read if you’re struggling with personal transformation).
She and her team travel the country looking for these products. They vet the quality. They test the customer service. If a brand has a history of ghosting customers, they don't get on the air.
"We take great care in ensuring that the products presented are worthy of our shoppers' time and wallets," Tory has noted in her own career reflections.
She even runs a private Facebook group with over 600,000 members. It’s a community of "deal hunters" who report back on what they bought, what they loved, and what didn't quite hit the mark. It’s surprisingly honest.
Is It Worth the Hype?
Look, not every deal is a home run. You might not need a specialized vegetable peeler or a high-end face serum today. But the core value of GMA Deals & Steals with Tory Johnson remains consistent: it democratizes luxury.
It takes brands that usually live in high-end boutiques and puts them at a price point that a normal person can actually afford.
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Actionable Insights for Your Next Shop
- Sign up for the "Wake-Up Newsletter." It hits your inbox before the segment even airs in some time zones. This is the ultimate "cheat code."
- Check the return policy. Because these are flash sales, some items are "final sale." Don't assume you can send back that personalized tote bag if you just change your mind.
- Use the Help Email. If a brand isn't responding to you, the GMA team has a dedicated email (help@gmadeals.com) to step in and mediate. They actually use it.
- Follow the "40 Boxes" spinoff. Tory launched 40Boxes.com to feature even more indie brands outside of the morning show schedule. It’s a great place to find gifts when the main GMA site is between segments.
Instead of just watching the screen tomorrow, try visiting the site at 7:05 AM ET. You’ll see the full list of brands—like Spongelle, Snow Joe, or Laundry Sauce—and you can snag what you want before the rest of the country even pours their first cup of coffee. It’s the only way to ensure you actually get the "steal" part of the deal.