SAD lamps aren't a crock at all--they are a genuine therapy and very effective! I work as a counsellor and have recommended them to many clients.
I actually used one myself several years ago, but not for SAD. It was for a sleep disorder I used to struggle with and it saved me. I was really surprised at what a difference it made when I used it regularly.
Just make sure, as someone else said, that you get the real deal. The alarm clocks are great for a better wake up, but aren't at therapeutic levels, and the absorption of light for SAD treatment is retinal--so time spent with your eyes closed isn't going to help. There are a lot of products out there that claim to help, but aren't the real deal. You'll want one that produces at least 10K LUX--and check to see at what distance you need to sit from it to get that 10K LUX.
I personally found it worth the money to get a really good light box that allowed me to do other activities at a bit more of a distance--I would set it up where I did my hair and makeup and just have it on while I got ready in the morning, or I'd take it up to the table and eat breakfast and read with it on. You don't have to stare at the light, indirect retinal contact is fine as long as it's close enough to get the full dose of light. I believe the general recommendation is 30 minutes within 30 minutes of waking up. Good luck! I'm not sure of the best places to find them as mine was in the States.