By Adam McCann, WalletHub Financial Writer
Black Friday remains one of the most popular holiday shopping traditions in the U.S., but it’s not without its challenges.
Shoppers often face early mornings, long lines, and crowded stores all in pursuit of the best deals. In 2024, however, more Americans shopped from home than in stores, with 87.3 million making purchases online compared to 81.7 million shopping in person.
In recent years, Black Friday sales have also started earlier, with some retailers launching holiday deals as early as October. This gives shoppers the opportunity to spread out their purchases over several weeks instead of trying to buy everything in a single day.
Curious which stores offer the best deals on specific items? To help consumers maximize their savings, WalletHub analyzed over 3,100 deals from 13 of the largest U.S. retailers’ 2025 Black Friday ad scans. Below, we highlight the stores offering the biggest advertised discounts across popular categories like jewelry, appliances, and more.
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% |
In-Depth Look at the Best Black Friday Retailers in 2025
JCPenney
JCPenney is the best place to shop on Black Friday because it offers an average discount of 74.1%. This is the seventh time JCPenney has earned the top spot in this report since 2014.
JCPenney offers some steep discounts on extremely expensive items this year, too. If you’re ready to propose to that special someone, you can get a $14,583.32 diamond engagement ring for just $3,999.99. In addition to significant markdowns on jewelry and apparel, JCPenney has great deals on appliances, offering savings of 57.6% on average.
Belk
Belk is the second-best Black Friday retailer, even though it only has physical locations in 16 states, much fewer than the other top two stores. At Belk, you’ll receive an average of 72.4% off your purchases, and you can still take advantage of deals online if you don’t have a location near you.
If you’re in the market for jewelry, you’ll definitely want to consider Belk on Black Friday. You can save an average of 77.7%, which is considerably more than the average jewelry discount offered among all stores (42.2%). Other good categories to shop for at Belk include apparel and appliances such as Refrigerators, Microwaves and Vacuums.
Kohl’s
Kohl’s has the third-best Black Friday discounts this year, saving you an average of 45.4% and as much as 68.8% on certain items. The store’s best deals by far are on apparel & accessories, which will be 53.5% off, on average.
Kohl’s is also known for its appliances selection, and that’s the second-best product category for Kohl’s Black Friday discounts, with items marked down by an average of 42.4%.
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