By Sherwin Loh

Entertainment prices are going downhill.

Half an hour after the main doors opened, retailers were already starting their auctions to lure customers to pick up hot ticket items like LCD and plasma television sets.

Sharp started the ball rolling with a 32 inch Samsung LCD going at $749. Is that cheap? It most definitely is, but can it get cheaper?

It most definitely can.

Depending on the model and size of the TV set, one can easily pick out a 32 inch LCD for $500, after taking into account the bundled gifts and vouchers.

As many know, the advertised price is simply that - a gauge of the ball park sum consumers have to pay. Speak to the salesman and he'll knock a few hundred dollars off and reveal the IT Show price.

He will then throw in the extra bonuses for picking up the unit, which can range from free home theatre systems, to shopping vouchers. And in light of the recent crunch, expect more NTUC vouchers compared to the usual ones tied to shopping malls like Takashimaya and Robinsons.

But unlike years past where retailers refrain from allowing you to use the vouchers to offset the sale price, the exhibitors at this year's event are all for it. The reason is simple - everyone is looking for the cheapest prices and the hardware guys know it.

In fact, this is one of the best time to buy big ticket items because Japanese companies like Pioneer close their books in March. Which means that they need to clear all their stocks from 2008, to make way for the new 2009 lineup of products.

After a walkthrough of players like Sharp, LG and Pioneer, who are working with the likes of Gain City and Audio House, the best deal to be had are 32 inch TVs for as low as $500 and 42 inch ones for $1,299.

And all it takes is for one guy to lower his price, before everyone else will follow suit. Many of the exhibitors send out their sales team to scout out the competition and if one of them starts selling a 32 inch TV for $x, everyone will have to follow suit or lose out.

So here are a few tips to survive the show:

1) if you come across an auction price, don't buy it right away. These auctions happen in three to four hour blocks so take the time to suss out what the competition is offering as you can always come back.

2) If you have no need for the freebies, trade it in for a further discount of the same value instead. Chances are, they will take up your offer.

3) Early bird discounts are a promotional gimmick and available, if you ask for it.

4) Some items do sell out faster, so if you are thinking of heading down to the show during the last day for the best deals, be prepared that the selection might also be more limited.

5) Take the MRT or bus. It's 3pm on Thursday and the traffic at Suntec City is already snaking around from Nicoll Highway. Things can only get more crowded during the weekends.

Great deals for the day

For those headed down to the IT Show today (Thursday) after work, here are some good deals for the day.

Pioneer (4th floor)

50inch HD Ready Plasma TV at $3,999 (UP$5,999). Receive a free Home Theatre System, 3 years warranty and a HDMI cable as well.

Sharp (4th floor)

Aquos A-85 series Full HD TV. 42inch at $1,599, 46inch at $2,499 and 52inch at $4,799. (All prices are base prices without free gifts)

Playcraft (6th floor)

Nintendo Wii console for $469, Wii Fit board for $159.90

Seagate (6th floor)

Maxtor OneTouch 640GB external harddrive for $119.

(All prices are till while stocks last.)

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This update was filed by Digital Life live from the IT Show 2009 at Suntec Convention and Exhibition Centre.