AI's viewpoint on this (pretty much bang on!)

"In retail/e-commerce terms, I would read it as:

“Our top featured deals”

or

“Products we think are especially worth buying right now.”

It usually suggests one or more of these:

Best-value products

Items where the price, quality, or saving is especially strong.

Limited-time offers

Products being pushed because the deal may not last.

Hand-picked recommendations

Not just random sale items, but products the retailer is actively endorsing.

High-converting hero products

Items you want customers to notice first because they are popular, seasonal, overstocked, or commercially important.

For your site, “Star Buys” feels clear enough, but slightly old-school catalogue language. Depending on the tone you want, alternatives could be:

Top Picks — more modern and recommendation-led

Best Buys — clearer value message

Featured Deals — very clear for promotions

Ski Shop Favourites — warmer and more expert-led

This Week’s Best Deals — adds urgency

Seasonal Star Buys — keeps the phrase but makes it more relevant

My instinct: if these are genuinely discounted products, “Featured Deals” or “This Week’s Best Deals” may convert better. If they are expert recommendations, “Top Picks” or “Ski Shop Favourites” feels stronger."

Have to agree, Citrus Lime "branded" this feature years ago, but it really does need to have the flexibility to be called whatever we would like to call it or at least something that makes more sense from a USER point of view which star buys just does not acheive. If it has to be fixed then at least "Special Offers" makes immediate sense to the end user!