Black Friday 2025 is here, and shoppers looking for the best bang for their buck are in luck. WalletHub analyzed over 3,100 deals from 13 major U.S. retailers—and the data reveals exactly where the biggest savings are.
With discounts reaching as high as 74%, it’s clear not all stores are created equal when it comes to Black Friday deals.
The top 3 retailers for Black Friday savings
JCPenney leads with 74% average discount
JCPenney ranks No. 1 in WalletHub’s annual Black Friday study, offering shoppers an average discount of 74.08%. This marks the seventh time the retailer has topped the list since 2014.
Shoppers can find steep markdowns across jewelry, apparel, and appliances:
- A $14,583 diamond engagement ring is marked down to $3,999.99
- Jewelry discounts average 74.5%
- Appliance deals average 57.6% off
Belk comes in second, despite limited locations
Belk may only have physical stores in 16 states, but it offers 72.42% off on average—ranking it second on the list.
Notable discounts include:
- Jewelry: 77.7% off on average
- Appliances: 52.6% off
- Apparel: 50% off
Even if you don’t live near a Belk, most deals are available online.
Kohl’s secures third place with strong apparel sales
Kohl’s claims the third spot, offering an average discount of 45.4%.
Top Kohl’s discounts by category:
- Apparel & accessories: 53.5% off
- Appliances: 42.4% off
- Toys: 37% off
If you’re stocking up on winter clothes or shopping for kids, Kohl’s is a solid bet.
Where do other major retailers rank?
Here’s how other big-name stores compare in average Black Friday discounts:
- Macy’s: 44.5%
- The Home Depot: 35.6%
- BJ’s Wholesale Club: 31.3%
- Amazon: 29.6%
- Target: 29.4%
- Newegg: 28.8%
- Best Buy: 28.6%
- Walmart: 28.5%
- Dell: 19.9%
- Costco: 15.1%
Despite their popularity, stores like Amazon, Walmart, and Best Buy offer far smaller markdowns compared to top contenders like JCPenney and Belk.
Best deals by product category
Looking for a specific item? Here’s where to shop for the biggest savings in each category:
Top discounts by product type
- Jewelry: Belk (77.7%), JCPenney (74.5%), Macy’s (57%)
- Appliances: JCPenney (57.6%), Belk (52.6%), Kohl’s (42.4%)
- Apparel: Kohl’s (53.5%), Belk (50%), JCPenney (47.1%)
- Toys: JCPenney (56.5%), Kohl’s (37%), Macy’s (39.7%)
- Consumer electronics: BJ’s (35.5%), Newegg (32.1%), Home Depot (32.7%)
- Computers & phones: Walmart (46.7%), Amazon (38.9%), BJ’s (25.1%)
Expert tips for finding real Black Friday deals
Navigating Black Friday can be overwhelming—but retail experts offer practical advice:
- Ignore the hype: Focus on historical price comparisons, not just ad claims
- Stick to your list: Avoid impulse buys and budget beforehand
- Check online first: Many in-store deals are matched or even beaten online
- Time it right: Some deals drop early, while others peak on Cyber Monday
- Know your category: Jewelry, appliances, and apparel are best on Black Friday; tech may be better on Cyber Monday
Key takeaways
- JCPenney, Belk, and Kohl’s offer the highest average discounts in 2025
- Jewelry, appliances, and apparel categories feature the biggest markdowns
- Online shopping continues to dominate—87.3M Americans shopped online vs. 81.7M in stores last year
- Many retailers now drop deals in waves throughout November
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