Technology has made the sewing machine, once a high priced item, very affordable for most sewing applications. The only major decisions are choosing between a traditional or embroidery sewing machine and how powerful you require it to be.

The more power provides a quicker job and longer lifespan of the machine. Only a handful of companies compose a very large percentage of the sewing machine market. These include Singer, Brother, Husqvarna Viking, White, and Pfaff. All of these brands have a product range from the entry level to expert quality.

As with any buying decision, the history of reliability and warranty features are the most important considerations. Deciding where to purchase is the next step after deciding on the brand and model you want.

Buying from a local retail location offers the ease of returning a product that is damaged at the start or within its warranty period. You can save money purchasing from online stores or an Ebay auction. However, the money saved may not be worth the risk of the trouble you may go though if something should go wrong.

Sewing machines have more moving parts than the average electric device. The more moving parts, the higher chance of a problem during operation.

Embroidery sewing machines are generally more expensive than traditional sewing machines. A traditional Singer can be had for around $150. The embroidery Singers range from $600 to over $3000. Singer is the most popular brand, but in second place are Brother sewing machines. They also have a range from the inexpensive $100 price point up to the industrial grade $10,000 embroidery models. The average non-commercial sewing machine, regardless of brand, is around $300 which is sufficient for the majority of consumers.
My advice is to check consumer feedback sites like epinions.com and magazines like Consumer Reports so you can make an informed decision based on the experience and research of others.