What national retailers have largest ‘Black Friday’ discounts

WalletHub surveyed nearly 7,000 deals from 35 of the biggest U.S. retailers’ 2018 Black Friday ad scans to identify the stores offering the biggest discounts in various product categories such as “Appliances,” “Jewelry” and “Toys.”

The following are some highlights from the report:

Best Black Friday Retailers (Avg. % Discount)
1 Belk (68.91%)
2 JCPenney (65.13%)
3 Stage (62.08%)
4 Kohl’s (60.76%)
5 New York & Company (54.52%)
6 Payless ShoeSource (50.34%)
7 Dick’s Sporting Goods (49.94%)
8 Macy’s (48.74%)
9 Fred Meyer (45.30%)
10 Shopko (45.23%)
Key Stats

The overall average discount for Black Friday is 37 percent. Consumers should aim for this discount amount or higher to avoid Black-Friday traps.

The “Apparel & Accessories” category has the biggest share of discounted items, 23.28 percent of all offers, whereas the “Books, Movies and Music” category has the smallest at 0.82 percent.

To view the full report and each retailer’s rank in all product categories, visit
wallethub.com.