This holiday season, each American shopper will spend an average of $594.80 on gifts for family and friends, according to the National Retail Federation.
The annual deluge of competing Black Friday ads, promotions and coupons from retail chains and e-commerce sites alike can make it tough to figure out where best to apportion that budget.
With just over a week to go until this year’s Black Friday shopping bonanza, WalletHub is here to help.
Data gurus from the personal finance site surveyed 8,000 Black Friday ad scans from 30 of the biggest U.S. retailers, including those known for ‘doorbuster’ deals over the Thanksgiving weekend like Walmart and Best Buy.
WalletHub calculated the average discount offered by each of these companies on Black Friday, weighted based on the pre-discounted price of each sale item in order to give more credit to stores discounting higher-ticket products like electronics or jewelry.
Department store chain JCPenney leads the pack, with an average discount of 68%. Kohl'scomes in second with an average savings of 66.7% off.
Here are the top ten stores for Black Friday deals, according to WalletHub’s data:
JCPenney 68.0%
Kohl’s 66.7%
Stage 63.9%
Groupon 63.7%
Belk 59.5%
Macy’s 56.0%
Kmart 50.1%
Panasonic 47.0%
Fred Meyer 45.3%
Office Depot and OfficeMax 42.8%
Perhaps surprisingly, big-box giant Walmart comes in fairly far down the list, at number 23 with an average discount of 30.1%.
Amazon, which has been promoting early access Black Friday deals for Prime members, ranks 28th out of 30 with an average 25.8% off.
Walmart’s members-only subsidiary Sam’s Club and its competitor Costco round out the list at 29 and 30 respectively.
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