With last year’s Black Friday sales drawing 122.7 million Americans to shop in person and 130.2 million to shop online, the personal-finance website WalletHub today released its report on 2023’s Best Places to Shop on Black Friday to help consumers maximize their savings.

Best Black Friday Retailers (Avg. Discount)
1. JCPenney (59.12%)6. BJ’s (30.11%)
2. Macy’s (58.19%)7. Best Buy (29.78%)
3. Belk (54.76%)8. Amazon (28.48%)
4. Kohl’s (48.81%)9. Walmart (26.88%)
5. Target (32.70%)10. Dell (25.79%)

Black Friday shopping is one of America’s most popular holiday traditions, but there’s always a bit of hassle involved. Traditionally, shoppers have to get up early, stand in endless lines at stores and try to find deals through hordes of other shoppers — all in the name of savings. In 2022, though, Americans shopped from home on Black Friday more than they did in stores, with 122.7 million people getting their deals in person and 130.2 million making purchases online.

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Black Friday sales have also been changing during the past few years. They are starting earlier, with some retailers starting their early holiday sales as early as October. That’s good news for consumers who want to stretch out their purchases over a longer period of time rather than buying everything in one day.

So which stores offer the best discounts, and for which items? To answer that question and help consumers maximize their Black Friday savings, WalletHub surveyed over 3,500 deals from 13 of the biggest U.S. retailers’ 2023 Black Friday ad scans. Below, we’ve listed the stores offering the largest advertised discounts in various product categories such as jewelry and appliances.