Earlier this week, Microsoft slashed 17% off the price of its Lumia 950 and 950 XL in the UK, bringing their prices down to £319.99 and £399.99 respectively.
The prices of the two Windows 10 Mobile flagships have been gradually falling - both on the Microsoft Store and at other UK retailers - since before the devices even went on sale. Following the latest sizeable reduction from Microsoft, many other stores have adjusted their pricing too, and some are now offering both devices for even less.
Popular online retailer MobileFun.co.uk, for example, is selling the Lumia 950 for just £299, although with a shipping charge of £7.99, you'll end up paying a total of £306.99 at the checkout.
Lambda-Tek is selling the 950 for £295.30 with a minimum delivery fee of £3.95 - but that's still around £20 cheaper than the Microsoft Store price. The same retailer is also offering the Lumia 950 XL for around £387 including shipping.
Laptops Direct is now selling the Lumia 950 XL for just £375.97, plus shipping for around a fiver, bringing the total to just under £381. That company and its sister brand, Appliances Direct, have an excellent reputation on Google Shopping with thousands of positive reviews between them - but be aware that when we took a look through their store, the site randomly added two additional products (costing an extra £15) to our cart at the same time as adding the phone. Having neither requested - nor even viewed - either of those products, that was a rather unpleasant surprise.
Other options are available too, such as Amazon where you can get the Lumia 950 for as little as £302 with free delivery via third-party Marketplace sellers.
But while these other retailers offer valuable savings over the Microsoft Store prices at a time when many of us are watching our pennies, you might want to think twice before going for these alternative options if you've got your heart set on one of Microsoft's flagship phones.
The Microsoft Store is offering a free Display Dock, worth £79.99, with purchases of the Lumia 950 and Lumia 950 XL until the end of this month - an offer that isn't available elsewhere. So you'll certainly save a few quid on the cost of the handset by buying from another retailer, but if you want to take advantage of the PC-like Continuum feature on the Windows 10 Mobile devices, it looks like your best option is to purchase from the Microsoft Store.
It's also worth bearing in mind that you can get a further £30 cashback on Lumia 950 and 950 XL purchases if you buy from the Microsoft Store in the next few days.