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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.
| Best Black Friday Retailers (Avg. Discount) |
| 1. JCPenney (74.08%) | 6. BJ's (31.26%) |
| 2. Belk (72.42%) | 7. Amazon (29.63%) |
| 3. Kohl's (45.39%) | 8. Target (29.36%) |
| 4. Macy's (44.46%) | 9. Newegg (28.80%) |
| 5. The Home Depot (35.63%) | 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%.
To view the full report and each retailer's rank in all product categories, please visit:
https://wallethub.com/edu/best-worst-retailers-for-black-friday/8385/
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