Best Stores for Black Friday
Black Friday shopping is one of America’s most treasured holiday traditions. But there’s always a bit of hassle involved: Shoppers have to get up early, stand in endless lines at stores and try to find deals through hordes of other shoppers — all in the name of savings.
That tradition is changing, however. Black Friday sales are starting earlier, weeks ahead of the actual shopping holiday at some stores. And many retailers are offering even steeper price cuts or other discount promotions, both in store and online, just to stay ahead of their competitors. That’s good news for shoppers, especially those who prefer to shop from home. So which stores offer the best discounts and for which items?
To answer that question and help consumers maximize their Black Friday savings, WalletHub surveyed nearly 7,000 deals from 35 of the biggest U.S. retailers’ 2018 Black Friday ad scans. Below, we’ve listed the stores offering the largest advertised discounts in various product categories such as “Jewelry” and “Appliances.” Read on for the full list, our methodology and shopping wisdom from WalletHub’s experts.
Best Places to Shop on Black Friday
2018 Avg. % Discount by Retailer
2017 Avg. % Discount by Retailer
2016 Avg. % Discount by Retailer
2015 Avg. % Discount by Retailer
|New York & Company||54.5%||N/A||N/A||N/A|
|Dick's Sporting Goods||49.9%||35.1%||N/A||N/A|
|Office Depot and OfficeMax||42.6%||34.5%||43.0%||42.8%|
|Academy Sports + Outdoors||28.0%||N/A||N/A||N/A|
- The pie chart above displays the product categories in which discounts are more heavily concentrated, represented in percentage terms. The percentages do not represent average discounts.
- The bar graph above displays the average discount percentage for each product category.
Average Store Discounts by Product Category
Apparel & Accessories
Computers & Phones
Consumer Packaged Goods
|Academy Sports + Outdoors||29.14%||N/A||46.28%||N/A||20.67%||28.06%|
|Dick's Sporting Goods||41.69%||N/A||N/A||N/A||N/A||N/A|
|New York & Company||54.52%||N/A||N/A||N/A||N/A||N/A|
|Office Depot and OfficeMax||N/A||37.94%||N/A||N/A||N/A||N/A|
Books, Movies and Music
Video Games (only the software)
All Other Product Categories
|Academy Sports + Outdoors||28.43%||N/A||N/A||N/A||27.14%|
|Dick's Sporting Goods||N/A||N/A||N/A||N/A||51.08%|
|New York & Company||N/A||N/A||N/A||N/A||N/A|
|Office Depot and OfficeMax||49.41%||N/A||N/A||N/A||58.98%|
*Includes the retailer’s five brands: Stage, Bealls (not to be confused with Bealls of Florida), Goody's, Palais Royal and Peebles
The savviest Black Friday shoppers can tell the good deals from the bad — and are likely to save the most money. We asked several experts to share some of their shopping smarts with budget-conscious consumers. Click on the experts’ profiles to read their bios and thoughts on the following key questions:
- How can consumers distinguish between real Black Friday deals and marketing traps?
- How can consumers protect themselves from overspending on Black Friday?
- Which day do you believe people get the best deals: Black Friday, Cyber Monday or another day? Why?
- What are some tips for maximizing bargains on Black Friday?
- Which types of products are better to buy on Black Friday than on Cyber Monday?
In order to determine the retailers offering the most money-saving bargains this coming Black Friday, WalletHub surveyed nearly 7,000 deals from 35 of the biggest U.S. retailers’ 2018 Black Friday ad scans and calculated the average discount that each retailer plans to offer. The average discount was weighted based on the prediscounted price of the item in order to give more credit to the retailers discounting higher-ticket items. Our sample excludes deals that did not have calculable percentage markdowns.
We then organized the deals into 11 product categories such as “Apparel & Accessories,” “Consumer Electronics” and “Video Games.” When calculating the category averages, we took into account only the retailers that had at least five discounted items in that particular category.
For this report, we examined the following 35 retailers:
- Academy Sports + Outdoors
- Ace Hardware
- Best Buy
- Big Lots
- Dell Home
- Dick's Sporting Goods
- Fred Meyer
- Gander Outdoors
- Harbor Freight
- New York & Company
- Office Depot and OfficeMax
- Payless ShoeSource
- Sam's Club
- Stage (includes its five brands: Stage, Bealls (not to be confused with Bealls of Florida), Goody's, Palais Royal and Peebles)
- Stein Mart
- True Value
Please note that representatives from Ralph Lauren did not respond to our requests for data despite our assurance not to disclose specific names of discounted items.
Amazon did not provide all the requested info for all their Black Friday deals. As a result, some deals could not be included in our calculations. A total of 220 deals were included.
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Sources: Data used to conduct this study were collected from BestBlackFriday.com.
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