Shop Smart This Black Friday: Where to Find the Best Deals

Wondering where you can score the best deals this Black Friday? WalletHub tracked them down for you. Personal finance website WalletHub looked at over 4,300 deals from 13 of the largest U.S. retailers’ 2024 Black Friday ad scans to see which stores are offering the best discounts and for which items with data from each retailer’s official website and BlackFriday.com.

“The best Black Friday deals can save you up to 88% this year, but when you’re bombarded by ads and there are so many places to shop, it can be hard to decide where to actually spend your money,” WalletHub analyst Chip Lupo says. “Knowing which retailers actually offer significant deals compared to their normal prices can save you a lot of time and prevent buyer’s remorse.”

Here’s which retailers came out on top.

How the biggest U.S. retailers ranked for Black Friday deals

WalletHub calculated the average discount each retailer plans to offer this Black Friday, weighing them based on the pre-discounted price of item and excluding deals without calculable percentage markdowns. Here are the best places to shop on Black Friday with the 2024 average discount percentage by retailer:

1. JCPenney, 76.20%
2. Belk, 72.68%
3. Macy\’s, 57.13%
4. Kohl\’s, 43.55%
5. Walmart, 37.75%
6. The Home Depot, 32.43%
7. Amazon, 32.05%
8. BJ\’s, 28.86%
9. Target, 28.65%
10. Best Buy, 28.43%
11. Newegg, 20.65%
12. Dell, 19.36%
13. Costco, 18.27%

New York has 27 JCPenney stores, no Belk stores, 38 Macy’s locations, 50 Kohl’s stores and 98 Walmart locations statewide.

Top 5 retailers for Black Friday deals on apparel & accessories

WalletHub organized the deals into nine product categories — apparel & accessories, computers & phones, consumer electronics, consumer packaged goods, toys, appliances, furniture, jewelry and all other product categories — only taking into account retailers with at least five discounted items in that particular category.

Here are the best places to shop for Black Friday deals on apparel & accessories with the average discount percentage:

1. JCPenney, 52.82%
2. Belk, 51.88%
3. Amazon, 46.22%
4. Kohl\’s, 42.82%
5. Macy\’s, 40.49%

Top 5 retailers for Black Friday deals on computers & phones

Here are the best places to shop for Black Friday deals on computers & phones with the average discount percentage:

Houston Stores Among Locations Closing as Bankrupt Furniture Chain Ceases Operations

1. Kohl\’s, 39.29%
2. Amazon, 32.05%
3. Best Buy, 29.87%
4. BJ\’s, 25.58%
5. Walmart, 24.23%

Top 5 retailers for Black Friday deals on consumer electronics

Here are the best places to shop for Black Friday deals on consumer electronics with the average discount percentage:

1. JCPenney, 58.57%
2. Belk, 39.96%
3. Walmart, 34.11%
4. Kohl\’s, 30.37%
5. BJ\’s, 28.91%

Top 5 retailers for Black Friday deals on consumer packaged goods

Here are the best places to shop for Black Friday deals on consumer packaged goods with the average discount percentage:

1. Kohl\’s, 41.81%
2. JCPenney, 34.37%
3. Amazon, 30.89%
4. Belk, 28.15%
5. Costco, 19.06%

Top 5 retailers for Black Friday deals on toys

Here are the best places to shop for Black Friday deals on toys with the average discount percentage:

1. JCPenney, 60.56%
2. Kohl\’s, 37.74%
3. Target, 33.03%
4. Walmart, 28.93%
5. Amazon, 24.18%

Top 5 retailers for Black Friday deals on appliances

Here are the best places to shop for Black Friday deals on appliances with the average discount percentage:

1. JCPenney, 58.50%
2. Walmart, 44.24%
3. Kohl\’s, 41.22%
4. Best Buy, 37.96%
5. The Home Depot, 34.84%

Top 5 retailers for Black Friday deals on furniture

Here are the best places to shop for Black Friday deals on furniture with the average discount percentage:

1. Macy\’s, 52.59%
2. Walmart, 50.40%
3. Target, 43.04%
4. The Home Depot, 40.60%
5. BJ\’s, 35.33%

Top 5 retailers for Black Friday deals on jewelry

Here are the best places to shop for Black Friday deals on jewelry with the average discount percentage:

1. Belk, 77.08%
2. JCPenney, 76.57%
3. Macy\’s, 69.95%
4. Kohl\’s, 69.43%
5. Walmart, 68.42%

Top 5 retailers for Black Friday deals on all other product categories

Here are the best places to shop for Black Friday deals on all other product categories with the average discount percentage:

1. Belk, 65.23%
2. JCPenney, 63.75%
3. Macy\’s, 58.77%
4. Walmart, 53.40%
5. Newegg, 44.15%