2017’s 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 fight their drowsiness and stand in endless lines at stores following a hearty Thanksgiving dinner — 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’s analysts surveyed nearly 10,000 deals from 35 of the biggest U.S. retailers’ 2017 Black Friday ad scans.

Best Stores for Black Friday

Retailer 2017 Avg. % Discount by Retailer 2016 Avg. % Discount by Retailer 2015 Avg. % Discount by Retailer
Kohl’s 66.3% 58.1% 66.7%
JCPenney 66.3% 62.8% 68.0%
Belk 62.8% N/A 59.5%
Stage 60.8% 62.8% 63.9%
Shopko 55.9% 55.6% N/A
Bealls Florida 52.8% N/A N/A
Sears 50.1% 43.9% 41.7%
Macy’s 45.6% 63.4% 56.0%
Fred Meyer 43.9% 49.7% 45.3%
AAFES 37.3% 29.1% N/A
Amazon 36.8% 24.7% 25.8%
Target 36.2% 28.6% 37.3%
Kmart 35.8% 28.6% 50.1%
Dick’s Sporting Goods 35.1% N/A N/A
Office Depot and OfficeMax 34.5% 43.0% 42.8%
Wal-Mart 34.2% 32.6% 30.1%
HP 34.0% 28.5% N/A
Samsung 34.0% N/A N/A
Dollar General 33.5% 36.9% N/A
Lowe’s 33.0% N/A N/A
True Value 32.8% 31.9% N/A
Meijer 32.4% 33.8% 39.1%
Staples 32.3% 33.1% 34.4%
BJ’s 32.1% 32.0% 30.6%
Guitar Center 30.0% N/A N/A
Best Buy 30.0% 33.2% 33.5%
Miscrosoft 29.6% N/A N/A
Dell Home 29.3% 35.7% 35.3%
Newegg 28.3% N/A N/A
Big Lots 24.1% 23.5% 27.1%
Cabela’s 23.8% N/A N/A
Harbor Freight 22.5% 62.6% N/A
Costco 21.9% 25.4% 19.5%
Ace Hardware 21.5% 27.7% 34.2%
Bass Pro Shops 20.8% N/A N/A
All Retailers 37.1% 39.0% 40.2%

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