Shoppers on the hunt for more of an investment set will still find price breaks. Even some cutting-edge ultrahigh-definition set (also called 4K technology) are on sale. At Best Buy, a 55-inch LG LED 4K set with 3-D and Web connectivity is 14 percent off, at $3,000.
But buying may be a bit premature for most shoppers. There's not much 4K content yet to justify the premium. "The prices on those, you're probably not going to see many less than $3,000, although this is an industry that eats its young," Barry said. "You're going to see those prices start to come down."
(Read more: Ultrahigh-definition TVs steal CES spotlight)
A more solid bet: Consider trading up to a "smart" TV that connects to the Internet and, in some cases, your smartphone or tablet. "We're starting to see that's a more sought-after feature," said Arnold. Sets often run $100 or so higher than comparable models without that capability.
The smart TV advantage: Users can access content from the Web and their devices right on the set, as well as sync devices to pull up content related to what's on screen (such as football stats). Some apps also let smart-set owners stream video to their tablet (for crucial snack runs to the kitchen) or set up a virtual gathering (with fans who live elsewhere), said Barry.
If you're in the market for a tablet, some retailers are bundling them with smart TVs. Through Feb. 8, for example, Amazon is offering a free Galaxy Tab 3 (regularly $300) with the purchase of one of nine select Samsung smart TV models. The sets, which start at sale prices of $1,098, are already discounted 35 percent or better.
Sports fans may also want to hunt for a high refresh rate, which better captures on-screen motion, said Arnold. "It provides a little more realistic experience," he said.
—By CNBC's Kelli B. Grant. Follow her on Twitter
@Kelligrant and on Google.