With last year’s Black Friday sales drawing 122.7 million Americans to shop in person and 130.2 million to shop online, the personal-finance website WalletHub released its report on 2023’s Best Places to Shop on Black Friday to help consumers maximize their savings.
| Best Black Friday Retailers (Avg. Discount) | |
| 1. JCPenney (59.12%) | 6. BJ’s (30.11%) |
| 2. Macy’s (58.19%) | 7. Best Buy (29.78%) |
| 3. Belk (54.76%) | 8. Amazon (28.48%) |
| 4. Kohl’s (48.81%) | 9. Walmart (26.88%) |
| 5. Target (32.70%) | 10. Dell (25.79%) |
- JCPenney has the highest overall discount rate, at 59.12 percent, whereas Costco has the lowest at 17.07 percent.
- The overall average discount for Black Friday is 35 percent. Consumers should aim for this discount amount or higher to avoid Black Friday traps.
- The “Apparel & Accessories” category has one of the biggest shares of discounted items, 15.72 percent off all offers, whereas the “Consumer Packaged Goods” category has the smallest at 4.16 percent.