Black Friday: Top 10 Stores with the Biggest Discounts
Black Friday is the ultimate shopping holiday, where Americans hunt for the best deals to kick off the holiday season. Once marked by long lines and early-morning store visits, Black Friday has transformed in recent years, with more shoppers choosing the convenience of online shopping. In fact, in 2022, more Americans shopped online than in-store, with 130.2 million people making purchases from home.
If you’re ready to save big this Black Friday, knowing which stores have historically offered the steepest discounts can give you a leg up. WalletHub’s research, analyzing over 3,500 deals from top U.S. retailers, reveals the brands with the biggest Black Friday markdowns. Here are the top 10 stores ranked by their average discounts in 2023 and previous years.
10. Dell
Average Black Friday Discount in 2023: 25.8%
Dell is a great stop for deals on laptops and desktops. In 2023, Dell’s average discount was 25.8%, giving shoppers reliable savings on top-tier tech, perfect for professionals, students, or anyone needing a computer upgrade.
9. Walmart
Average Black Friday Discount in 2023: 26.9%
Walmart consistently ranks as a top choice for Black Friday shopping. In 2023, Walmart offered an average discount of 26.9%, covering toys, electronics, and home goods. Walmart’s wide variety and competitive pricing make it a go-to for holiday deals.
8. Amazon
Average Black Friday Discount in 2023: 28.5%
As the world’s largest online retailer, Amazon offers discounts across almost every category. With a 28.5% average discount in 2023, Amazon is an excellent choice for Black Friday, especially if you value online convenience and variety.
7. Best Buy
Average Black Friday Discount in 2023: 29.8%
Best Buy is the tech lover’s Black Friday destination. Offering a 29.8% average discount in 2023, Best Buy’s deals cover a wide range of electronics, from TVs to laptops, making it ideal for anyone looking to upgrade their gadgets.
6. BJ’s Wholesale Club
Average Black Friday Discount in 2023: 30.1%
BJ’s is known for its wholesale savings, with Black Friday deals in 2023 averaging a 30.1% discount. Popular for its electronics and furniture deals, BJ’s is a great stop for members seeking big-ticket savings.
5. Target
Average Black Friday Discount in 2023: 32.7%
Target’s Black Friday discounts may not be the largest by percentage, but its deals are consistently solid across multiple categories. In 2023, Target offered an average discount of 32.7%, making it a favorite for toys, electronics, and everyday essentials.
4. Kohl’s
Average Black Friday Discount in 2023: 48.8%
Kohl’s has a reputation for significant Black Friday discounts, especially in apparel, home goods, and accessories. With an average discount of 48.8% in 2023, plus the added bonus of Kohl’s Cash, this store is a smart choice for Black Friday shoppers.
3. Belk
Average Black Friday Discount in 2023: 54.8%
Though Belk has fewer locations than some other major retailers, it packs a punch with its discounts. In 2023, Belk’s Black Friday average was a 54.8% discount, especially excelling in appliances and apparel.
2. Macy’s
Average Black Friday Discount in 2023: 58.2%
Macy’s is a staple for Black Friday savings, with an average discount of 58.2% in 2023. Known for big savings on jewelry, Macy’s also offers steep discounts on apparel, making it a solid choice for holiday shopping.
1. JCPenney
Average Black Friday Discount in 2023: 59.1%
Taking the top spot is JCPenney, with an impressive average discount of 59.1% in 2023. JCPenney consistently delivers the biggest markdowns on high-ticket items like jewelry and appliances, making it a top pick for serious Black Friday shoppers.
Final Thoughts on Black Friday 2024
Whether you’re looking for tech, clothing, home goods, or jewelry, these top 10 stores have been reliable sources for big savings. For a deeper dive into each brand and product category discounts, check out WalletHub’s full report here.
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