I purchased the S7 from BB in late November at regular price. It was technically purchased during the Holiday purchase extended return window (i.e., items purchased between 1 Nov and 23 Dec can be returned until 31 January per the receipt). Took my receipt into BB and they honored the price match to this week's $249.99 sale price. It was processed as a return and repurchase. The beauty of that transaction was that I was able to use some BB reward zone certificates I had so my total discount including the certficates was $75. Your mileage will defintely vary from store to store on this one - I think being a reward zone member helped with this transaction, but the extended Holiday purchase extended return period is not solely a reward zone member perk. BB is still not exactly sure how to deal with this device from a returns standpoint. Worst case 14-day return windows with restocking fees were being encountered early on. It seems that BB has reversed itself on restocking fees but they still don't consider the S7 an unlocked phone so they won't honor discount coupons that apply to unlocked or prepaid phones. Note also that reward zone certificates (which are essentially treated like gift certificates) will always work towards a purchase but that BB will typically not honor reward zone discount coupons except for regularly priced items (so you can't stack a reward zone 10 - 12% off coupon on top of a sale item like the Huawei S7 this week). This info may help some of you early adopters out there, hopefully - but the clock runs out on 31 January (actually 29 January because that's the last day of the S7 sale). Good luck.