You know that feeling when you're scrolling through your phone, see a gorgeous leather bag or a high-end skincare set, and then realize it’s 70% off? That’s the rush of the View Deals and Steals segment. It’s been a staple of morning television—specifically ABC’s Good Morning America—for years now. Honestly, it’s one of the few things that still makes people tune into linear TV at 8:00 AM.
Tory Johnson is the face behind it. She isn't just a presenter; she’s basically the gatekeeper of the "secret" discount world. She spends her entire week negotiating with brands to get prices that aren't available on Amazon or in big-box stores. It’s a weirdly specific corner of the internet where high-end boutique brands meet deep-discount prices.
The Reality Behind View Deals and Steals
Most people assume these deals are just leftover stock. They aren't. While some "as seen on TV" segments feel like a digital garage sale, View Deals and Steals usually features brands that people actually want. Think OMAHA Steaks, Vionic shoes, or those fancy silk pillowcases that usually cost more than a week's worth of groceries.
The catch? It’s the clock. These deals aren't evergreen. They usually last 24 hours, or more often, until the inventory runs out. Because the audience for GMA is massive, "running out" usually happens within the first three hours of the segment airing. If you're looking at the site at noon, you're probably already too late for the best stuff.
How the Logistics Actually Work
When you buy something through the View Deals and Steals portal, you aren't actually buying it from ABC or Disney. You’re being redirected to a custom landing page hosted by the brand itself. This is a crucial distinction. It means the brand handles the shipping, the customer service, and the returns.
Sometimes this leads to a bit of a headache. Since these small companies are suddenly hit with 50,000 orders in a single morning, shipping times can lag. You've got to be patient. It’s the trade-off for getting a $120 jacket for $40.
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Why the Discounts are So Steep
You might wonder why a brand would slash its prices by 50% to 80%. It sounds like a bad business move, right? Not really. For these companies, being featured on View Deals and Steals is basically a massive marketing campaign. They might lose money—or just break even—on the actual sale, but they gain thousands of new customers.
It’s customer acquisition. Plain and simple.
They’re betting that if you love their candle or their kitchen gadget, you’ll come back and pay full price next time. Or at least tell your friends about it. It’s a high-stakes gamble for the brands, but for the shopper, it’s just a straight-up win.
Avoiding the "Impulse Buy" Trap
The pressure is real. The countdown timers on the website are designed to make your heart race. You see the "60% Off" banner and suddenly you think you need a professional-grade mandoline slicer even though you haven't cooked a meal at home in three weeks.
I’ve fallen for it. We all have.
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The trick to navigating View Deals and Steals without blowing your budget is to have a "hit list." Think about upcoming birthdays, anniversaries, or specific gaps in your wardrobe. If you go in looking for "anything," you'll walk away with a box of stuff that ends up in your junk drawer.
Is it Better than Amazon or Rakuten?
Usually, yes. Amazon prices fluctuate based on algorithms. Rakuten gives you cash back, which is great, but it’s rarely a massive price cut. View Deals and Steals is different because the discounts are negotiated specifically for that 24-hour window.
You won't find these prices on the brand’s main website. If you try to go directly to the manufacturer's homepage, you'll see the full MSRP. You must use the specific GMA-linked URL to unlock the discount. It’s a closed-door sale that just happens to be open to millions of people.
Quality Control and Tory’s Vetting
Tory Johnson has built a massive amount of trust over the last decade. She famously tests the products herself. If a brand has terrible customer service or the product feels cheap, it doesn't make the cut. That’s the "E-E-A-T" (Experience, Expertise, Authoritativeness, and Trustworthiness) of the shopping world.
There’s a layer of human curation that an AI-generated "Top 10 Deals" list just can't replicate. You're getting a recommendation from a person who has a reputation to protect. If she recommends a dud, her audience lets her know about it on social media immediately.
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Common Misconceptions About the Segment
One big myth is that these deals are only for people who watch the show live. Nope. While the segment airs in the morning, the website usually goes live around 8:00 AM Eastern Time. You can access it from your phone at work.
Another misconception? That it’s all "women’s stuff." While there is a lot of jewelry and skincare, they’ve leaned heavily into tech, home DIY tools, and even pet gear lately. I’ve seen some pretty incredible deals on power banks and car jump-starters that would appeal to anyone.
The Fine Print You Shouldn't Ignore
- Return Policies: Many of these deals are "Final Sale." Because the discount is so deep, brands don't want to deal with the logistics of returns. Always check the "Shipping & Returns" tab before hitting buy.
- Shipping Costs: Sometimes the discount is great, but the shipping is $15. If you're only buying one small item, that shipping fee can eat up a big chunk of your savings.
- Sell-outs: If you see something you love, don't "think about it" for two hours. It will be gone. This isn't a sales tactic; it's a mathematical reality of limited inventory versus a national TV audience.
The "Steals" vs. The "Deals"
There’s actually a subtle difference. The "Steals" are usually the items discounted by 50% or more. These are the showstoppers. The "Deals" might be smaller discounts or "buy one, get one" offers.
Sometimes they feature "exclusive bundles." This is where you get a main product plus a few accessories for the price of the main product alone. These are often the best value because you're getting things you’d eventually have to buy anyway, like extra brush heads for an electric toothbrush or a carrying case for a tablet.
Actionable Steps for Smarter Shopping
If you want to actually win at the View Deals and Steals game, you need a strategy. Don't just wander onto the site and hope for the best.
- Set a "GMA" Alert: The deals usually drop around 8:00 AM ET. If you're on the West Coast, you might need to check the site before you even finish your first cup of coffee.
- Create Accounts Early: If you see a brand you love is going to be featured, go to that brand's website the night before and create an account with your shipping info. When the deal goes live, you can breeze through checkout while everyone else is fumbling with their credit card numbers.
- Check the "Total Price": Always factor in shipping. A $20 item with $10 shipping isn't as good as a $30 item with free shipping.
- Follow Tory on Socials: She often posts "sneak peeks" the night before. This gives you a few extra hours to research the product and decide if you actually need it.
- Use a Dedicated Email: If you start buying from these brands, you’re going to get a lot of marketing emails. Use a "shopping-only" email address to keep your main inbox clean.
Shopping these segments is a bit of a sport. It requires timing, a bit of luck, and a discerning eye. But when you land a high-end item for a fraction of the price, it’s a pretty great feeling. Just remember: it’s only a deal if you were actually going to use it. Otherwise, it’s just expensive clutter.
Reach out to the brand's specific customer service line if an order goes sideways. Since you're buying directly from them, ABC can't help you with a lost package. Keep your confirmation emails organized in a folder so you can track your "steals" from the moment they leave the warehouse to the moment they hit your doorstep.