Always just buy a new subscription at Walmart or an online store. It's just a box with a printed key.
Wait until at least a week before your current subscription runs out before your activate your new subscription.
Go to https://norton.com/setup and type in license key.
And most importantly: Disable auto renewal.
Norton uses a pricing practice used by many subscription based services. A new customer gets a discounted price to get them to sign up. Then after the initial subscription period, renewals are billed at the then current 'regular' price.
At least Norton allows users to turn off the automatic renewal and purchase a new subscription at a lower price.
I would always spend the time and effort to seek out the lower price. Others though may not be willing to do so and are willing to pay the higher prices for the convenience. To each his own.
I always think about the analogy of buying automobiles. I may pay $30,000 for a new car but somebody before me may have been offered the same car for $29,000 and declined. Am I considered a fool or just someone willing to pay that price? Maybe I have lots more money and really want the car more than the other guy did.
Price is always a factor but there are other factors involved in making a purchase.