You may certainly catch some deals on Black Friday/Cyber Monday, but they will be the 'door buster' variety and hard to get. With higher end hardware (and I'd still say the 970m qualifies), the discounts are not as significant as the low-mid tier.
For upper mid to high end equipment, the best time I've always found (though a sharp eye can always catch a deal year-round) is right after the first of the year. Overstock in the supply chain needs to be moved out at that time, and cleared out before new launches.....which are typically mid year.