With millions of Americans expected to hit stores and websites this holiday season, a new WalletHub report identifies where shoppers can find the biggest Black Friday savings in 2025.
JCPenney leads all major retailers with an average discount of 74.08%, according to the personal-finance company’s analysis released this week. Belk ranks second at 72.42%, followed by Kohl’s at 45.39%. Rounding out the top five are Macy’s (44.46%) and The Home Depot (35.63%).
Other national chains making WalletHub’s top 10 include BJ’s (31.26%), Amazon (29.63%), Target (29.36%), Newegg (28.80%) and Best Buy (28.58%).
The report comes as more than 81 million Americans shopped in person and over 87 million shopped online during last year’s Black Friday weekend. WalletHub found that the overall average Black Friday discount this year is 37%, and it advises consumers to look for deals at or above that level to avoid so-called “Black Friday traps.”
Among product categories, “Computers & Phones” account for the largest share of discounted items at 20.2%, while “Consumer Packaged Goods” make up the smallest share at 2.8%.
The full report, including category-by-category rankings, is available on WalletHub’s website.
