With last year’s Black Friday sales drawing 81.7 million Americans to shop in person and 87.3 million to shop online, the personal-finance company WalletHub today released its report on the Best Places to Shop on Black Friday in 2025 to help consumers maximize their savings.
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The 10 best places to shop on Black Friday
Here are the 10 best Black Friday retailers, ranked by average discount:
1. JCPenney (74.08%)
2. Belk (72.42%)
3. Kohl’s (45.39%)
4. Macy’s (44.46%)
5. The Home Depot (35.63%)
6. BJ’s (31.26%)
7. Amazon (29.63%)
8. Target (29.36%)
9. Newegg (28.80%)
10. Best Buy (28.58%)
Key Stats
- JCPenney has the highest overall discount rate, at 74.1%, whereas Costco has the lowest at 15.1%.
- The overall average discount for Black Friday is 37%. Consumers should aim for this discount amount or higher to avoid Black -Friday traps.
- The “Computers & Phones” category has one of the biggest shares of discounted items, 20.2% of all offers, whereas the “Consumer Packaged Goods” category has the smallest at 2.8%.
Best Places to Shop on Black Friday
| Retailer | 2025 Avg. % Discount by Retailer | 2024 Avg. % Discount by Retailer | 2023 Avg. % Discount by Retailer | 2022 Avg. % Discount by Retailer | 2021 Avg. % Discount by Retailer | 2020 Avg. % Discount by Retailer | 2019 Avg. % Discount by Retailer | 2018 Avg. % Discount by Retailer | 2017 Avg. % Discount by Retailer | 2016 Avg. % Discount by Retailer | 2015 Avg. % Discount by Retailer |
|---|---|---|---|---|---|---|---|---|---|---|---|
| JCPenney | 74.08% | 76.20% | 59.12% | 64.71% | 57.63% | 56.71% | 60.97% | 65.13% | 66.30% | 62.79% | 68.00% |
| Belk | 72.42% | 72.68% | 54.76% | 64.23% | 56.69% | 50.01% | 66.92% | 68.91% | 62.75% | N/A | 59.47% |
| Kohl’s | 45.39% | 43.55% | 48.81% | 44.23% | 49.32% | 51.87% | 57.10% | 60.76% | 66.32% | 58.15% | 66.65% |
| Macy’s | 44.46% | 57.13% | 58.19% | 53.05% | 58.51% | 55.97% | 46.12% | 48.74% | 45.58% | 63.35% | 56.00% |
| The Home Depot | 35.63% | 32.43% | 20.82% | 30.90% | N/A | 32.07% | N/A | N/A | N/A | N/A | 31.43% |
| BJ’s | 31.26% | 28.86% | 30.11% | 27.61% | 26.14% | N/A | 39.30% | 30.96% | 32.06% | 31.98% | 30.61% |
| Amazon | 29.63% | 32.05% | 28.48% | 25.71% | 27.49% | 26.47% | 25.41% | 29.32% | 36.76% | 24.73% | 25.78% |
| Target | 29.36% | 28.65% | 32.70% | 32.87% | 22.68% | 28.13% | 34.25% | 34.77% | 36.23% | 28.56% | 37.35% |
| Newegg | 28.80% | 20.65% | 22.43% | 28.46% | 20.00% | 23.76% | N/A | 28.35% | 28.31% | N/A | N/A |
| Best Buy | 28.58% | 28.43% | 29.78% | 22.93% | 22.26% | 25.32% | 29.47% | 28.75% | 29.95% | 33.19% | 33.47% |
| Walmart | 28.54% | 37.75% | 26.88% | 28.39% | 31.60% | 27.79% | 34.32% | 29.89% | 34.17% | 32.65% | 30.07% |
| Dell | 19.94% | 19.36% | 25.79% | N/A | N/A | 21.34% | 28.58% | 27.35% | 29.32% | 35.70% | 35.35% |
| Costco | 15.08% | 18.27% | 17.07% | 16.80% | 20.50% | 21.98% | 21.30% | 25.12% | 21.86% | 25.40% | 19.47% |
| All retailers | 37.17% | 38.15% | 34.99% | 37.15% | 32.45% | 32.15% | 40.37% | 36.95% | 37.15% | 39.00% | 40.22% |
