2021’s Best Places To Shop On Black Friday

Last year, in-person shopping was very limited by the COVID-19 pandemic. For the first time ever, the number of Americans who shopped online on Black Friday passed 100 million, while in-store shopping dropped by 37%. Businesses are largely open to full capacity this year, though, so a resurgence in in-person shopping is expected.

Black Friday sales have also been changing during the past few years. They are starting earlier, weeks ahead of the actual shopping holiday at some stores. That’s good news for consumers who want to stretch out their purchases over a longer period of time rather than buying everything in one day.

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 5,000 deals from 21 of the biggest U.S. retailers’ 2021 Black Friday ad scans. Listed below are the stores offering the largest advertised discounts in various product categories such as “Jewelry” and “Appliances.”

Retailer 2021 Avg. % Discount by Retailer  2020 Avg. % Discount by Retailer  2019 Avg. % Discount by Retailer  2018 Avg. % Discount by Retailer 
Macy’s 58.5% 56.0% 46.1% 48.7%
JCPenney 57.6% 56.7% 61.0% 65.1%
Belk 56.7% 50.0% 66.9% 68.9%
Kohl’s 49.3% 51.9% 57.1% 60.8%
Office Depot and OfficeMax 42.8% 33.3% 36.6% 42.6%
Lenovo 40.3% 44.1% 38.6% 40.1%
Nordstrom 33.2% 39.0% 36.9% N/A
Walmart 31.6% 27.8% 34.3% 29.9%
HP 31.3% 31.7% 37.4% 27.5%
Big Lots 29.2% 20.0% 27.9% 22.9%
Amazon 27.5% 26.5% 25.4% 29.3%
Academy Sports + Outdoors 26.3% 31.5% 31.8% 28.0%
BJ’s 26.1% N/A 39.3% 31.0%
Dell Home 24.3% 21.3% 28.6% 27.4%
Target 22.7% 28.1% 34.3% 34.8%
Best Buy 22.3% 25.3% 29.5% 28.7%
Overstock.com 22.1% 22.7% N/A N/A
Costco 20.5% 22.0% 21.3% 25.1%
Newegg 20.0% 23.8% N/A 28.4%
Sam’s Club 19.1% 22.6% N/A 22.3%
Ace Hardware 11.7% 8.6% 11.8% 21.9%
Overall Average 32.1% 32.1% 40.4% 37.0%
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