With last year’s Black Friday sales drawing 122.7 million Americans to shop in person and 130.2 million to shop online, the personal-finance website WalletHub today released its report on 2023’s Best Places to Shop on Black Friday to help consumers maximize their savings
Best Black Friday Retailers (Avg. Discount)
1. JCPenney (59.12%)
2. Macy's (58.19%)
3. Belk (54.76%)
4. Kohl's (48.81%)
5. Target (32.70%)
6. BJ's (30.11%)
7. Best Buy (29.78%)
8. Amazon (28.48%)
9. Walmart (26.88%)
10. Dell (25.79%)
JCPenney has the highest overall discount rate, at 59.12 percent, whereas Costco has the lowest at 17.07 percent.
The overall average discount for Black Friday is 35 percent. Consumers should aim for this discount amount or higher to avoid Black Friday traps.
The “Apparel & Accessories” category has one of the biggest shares of discounted items, 15.72 percent off all offers, whereas the “Consumer Packaged Goods” category has the smallest at 4.16 percent.
To view the full report and each retailer’s rank in all product categories, visit: