With last year’s Black Friday sales drawing 76.2 million Americans to shop in person and 90.6 million to shop online, the personal-finance website WalletHub today released its report on the Best Places to Shop on Black Friday in 2024 to help consumers maximize their savings.
| Best Black Friday Retailers (Avg. Discount) | |
| 1. JCPenney (76.20%) | 6. The Home Depot (32.43%) |
| 2. Belk (72.68%) | 7. Amazon (32.05%) |
| 3. Macy’s (57.13%) | 8. BJ’s (28.86%) |
| 4. Kohl’s (43.55%) | 9. Target (28.65%) |
| 5. Walmart (37.75%) | 10. Best Buy (28.43%) |
Key Stats
- JCPenney has the highest overall discount rate, at 76.20%, whereas Costco has the lowest at 18.27%.
- The overall average discount for Black Friday is 38%. Consumers should aim for this discount amount or higher to avoid Black Friday traps.
- The “Computers & Phones” category has one of the biggest shares of discounted items, 29.32% of all offers, whereas the “Consumer Packaged Goods” category has the smallest at 2.43%.
