Black Friday shoppers face thousands of deals across dozens of stores. This makes it hard to know where to focus their time and money.
The chaos of the biggest shopping day of the year can lead to missed opportunities and wasted effort without a clear plan.
The best places to shop on Black Friday 2025 include major retailers like Target, Walmart, Kohl’s, and JCPenney, which consistently offer the deepest discounts according to retail experts and annual reports. These stores typically provide average discounts that beat most competitors, especially on electronics, toys, and clothing.
Smart shoppers know that finding the right retailer for each product category makes a big difference in savings. This guide breaks down where to find the best Black Friday deals based on what items are on the shopping list, whether to shop online or in person, and when to make purchases for maximum savings.
Key Takeaways
- Major retailers like Target, Walmart, Kohl’s, and JCPenney offer the deepest Black Friday discounts across multiple categories
- Shopping both online and in-store at different times can help shoppers catch the best deals throughout the Black Friday period
- Matching specific product categories to the right retailers and timing purchases strategically leads to the biggest savings
Top Retailers With the Best Black Friday Deals
JCPenney leads the pack with 74% average discounts, followed by Belk at 72% and Kohl’s at 45%. These department stores offer the deepest Black Friday markdowns.
Mass retailers like Walmart, Target, and Amazon provide moderate savings across wider product selections.
JCPenney: Leading Discounts on Jewelry, Apparel, and Appliances
JCPenney takes the top spot among retailers with the best Black Friday sales with an average discount of 74.08%. This marks the seventh time the department store has earned first place for Black Friday savings since 2014.
The retailer excels in three main categories. Jewelry receives the steepest markdowns, with some diamond engagement rings dropping from $14,583 to $3,999.
Apparel and accessories average 47% off regular prices. Appliances see discounts of 57.6%, making JCPenney a strong choice for kitchen and home upgrades.
Black Friday shoppers can find deals on premium items that rarely go on sale. The combination of high-value products and deep discounts makes JCPenney worth visiting for big-ticket purchases.
Belk: Standout Savings on Southern Favorites
Belk ranks second with an average discount of 72.42%, though it operates in only 16 states. Online shopping extends these deals to customers outside the retailer’s physical footprint.
Jewelry stands out as Belk’s strongest category, offering 77.7% off compared to the 42.2% average across all retailers. Apparel receives similar treatment with substantial markdowns.
Appliances including refrigerators, microwaves, and vacuums also feature strong discounts at 52.6% off. The limited geographic presence doesn’t diminish the value.
Belk’s focus on traditional department store categories delivers some of the year’s best Black Friday discounts for shoppers willing to order online or visit a store location.
Kohl’s: Deep Markdowns and Extra Perks
Kohl’s offers an average discount of 45.39%, placing it third among major retailers. The store combines advertised sales with stackable Kohl’s Cash rewards and additional coupon codes.
Apparel and accessories receive the deepest cuts at 53.5% off. Appliances follow at 42.4% off, making Kohl’s competitive for home goods.
Consumer electronics average 38% off, while toys see 37% markdowns. The retailer’s loyalty program adds extra value beyond the base discounts.
Shoppers can earn Kohl’s Cash during Black Friday purchases to use on future orders. This dual-savings approach extends the value of Black Friday deals well past the shopping weekend.
Other Notable Retailers for Black Friday Savings
Macy’s provides 44.5% average discounts with strong jewelry and furniture markdowns. The Home Depot averages 35.6% off, focusing on appliances and tools.
BJ’s wholesale club offers 31.3% savings across multiple categories. Mass retailers deliver smaller but broader discounts.
Amazon averages 29.6% off with deals on computers (38.9% off) and apparel. Walmart sits at 28.5% average savings with computers at 46.7% off.
Target matches Walmart at 29.4% with toys receiving 35% markdowns. Best Buy and Newegg both hover around 28-29% off electronics and computers.
Department stores lead in discount depth:
- JCPenney: 74%
- Belk: 72%
- Kohl’s: 45%
- Macy’s: 44%
Mass retailers offer convenience with moderate savings:
- The Home Depot: 36%
- BJ’s: 31%
- Amazon: 30%
- Target: 29%
- Walmart: 29%
- Best Buy: 29%
WalletHub analyzed over 3,100 deals across 13 major retailers to identify these Black Friday savings patterns. Shoppers save the most by matching specific product needs with retailers known for deep category discounts.
Online vs. In-Store Black Friday Shopping
Black Friday shoppers face a key decision between browsing deals from home or heading to physical stores. Recent data shows most Black Friday shopping now happens online, with 87.3 million Americans making online purchases compared to 81.7 million shopping in person during 2024.
Shifting Trends in Consumer Behavior
The way people shop on Black Friday has changed dramatically in recent years. In 2024, more Americans shopped from home than in stores, marking a clear shift toward digital commerce.
Adobe analyzed over 100 trillion online transactions and found that most Black Friday shopping takes place from smartphone screens. This trend accelerated after the COVID-19 pandemic when retailers moved their best deals online instead of encouraging crowds in stores.
Major retailers like Walmart and Amazon now offer their top promotions through their websites and apps. Walmart+ members often get early access to deals before they appear in physical locations.
Pros and Cons of Online Shopping
Online Black Friday shopping offers several advantages for busy shoppers. Customers can browse multiple retailers within minutes without leaving their homes or waiting in long lines.
Key benefits include:
- Shopping across different stores quickly
- Comparing prices easily between retailers
- Avoiding early morning wake-ups and crowds
- Getting items delivered directly to the door
Online deals are mostly identical to in-store prices at most major retailers. Some exclusive deals launch online hours or days before appearing in physical stores.
The main drawback is waiting for delivery. Orders can take several days to arrive, and popular items may go on backorder for weeks.
Shoppers need to plan ahead if they want gifts by specific dates.
Benefits of Shopping In-Person
Physical stores still offer advantages for certain Black Friday shoppers. The biggest benefit is immediate access to purchases without waiting for shipping.
Customers can take products home the same day and start using them right away. Some doorbuster deals remain exclusive to brick-and-mortar locations, though these become less common each year.
In-store shopping provides another opportunity to grab deals that sold out online. Local stores may still have inventory available when websites show items as unavailable.
Shoppers can also inspect products in person before buying and avoid potential shipping damage.
Best Places to Shop for Specific Categories
Different retailers excel at different product types, with some offering much better savings than others depending on what shoppers need. JCPenney leads for jewelry with 74.5% average discounts, while electronics shoppers can save an average of 46.7% at Walmart on computers and phones.
Where to Find Top Electronics and Computers
Walmart offers the strongest discounts on computers and phones at 46.7% off on average. Amazon provides solid savings on electronics at 38.9% off for computers and phones, though their consumer electronics discounts average 29.3%.
Best Buy focuses heavily on electronics with 30.6% off consumer electronics and 25.9% off computers and phones. Newegg specializes in tech products with 32.1% average discounts on consumer electronics and 24.5% off computers.
BJ’s runs competitive deals with 35.5% off consumer electronics and 25.1% off computers. Target offers 24% off computers and phones but only 13.6% off other consumer electronics.
Dell provides 19.9% average discounts specifically on their computer lineup.
Best Stores for Apparel and Jewelry
Belk dominates jewelry sales with an impressive 77.7% average discount, far exceeding the 42.2% average across all retailers. JCPenney follows with 74.5% off jewelry and 47.1% off apparel.
Kohl’s leads in apparel with 53.5% average savings. Macy’s offers 57.1% off jewelry and 37.5% off clothing.
Belk provides 50% off apparel to complement their jewelry deals. Walmart discounts apparel by 36.9% while Amazon averages 29.7% off clothing and 23% off jewelry.
BJ’s offers smaller discounts at 14.7% off apparel and 25% off jewelry. Costco provides modest savings with 20.6% off clothing and 19.3% off jewelry.
Home Goods, Appliances, and Smart Home Devices
JCPenney offers the best appliance discounts at 57.6% off on average. Belk follows with 52.6% off appliances, making both stores ideal for major home purchases.
Kohl’s provides 42.4% off appliances while The Home Depot averages 37.4% off. Best Buy discounts appliances by 29.8% and Amazon by 29.1%.
For furniture and home goods, Newegg leads with 61.7% off furniture items. The Home Depot offers 41% off furniture while Macy’s provides 40% savings.
BJ’s averages 33.3% off furniture and Costco offers 25.3% off home goods. Target provides 34.3% off appliances and 28.3% off furniture for shoppers seeking variety.
How to Maximize Black Friday Discounts and Savings
Smart shoppers can boost their Black Friday savings by understanding which stores offer the deepest discounts and how to take advantage of special programs. Knowing when and where to find the best deals makes a significant difference in overall savings.
Comparing Average Discounts Across Retailers
Not all Black Friday sales offer the same value. JCPenney leads all retailers with an average savings of 74.1%, followed by Belk at 72.4% and Kohl’s at 68.8%.
Shoppers looking for jewelry should focus on specific retailers. Belk offers an average discount of 77.7% on jewelry, which beats the overall average of 42.2% across all stores.
Different product categories perform better at different retailers. Kohl’s provides the deepest markdowns on apparel and accessories at 53.5% off.
JCPenney excels in appliance deals with average savings of 57.6%. The remaining top performers include Macy’s, The Home Depot, BJ’s, Amazon, Target, Newegg, and Best Buy.
Shoppers can save between 40% and 70% depending on the retailer and product category they choose.
Making the Most of Special Programs and Bonuses
Many retailers stack additional savings on top of advertised discounts. Kohl’s runs promotional programs that let customers earn store credit or extra percentage-off coupons during Black Friday events.
Store credit cards often unlock exclusive early access to sales. Some retailers provide cardholders with an extra 10% to 20% off Black Friday prices.
Email subscribers typically receive special discount codes not available to regular shoppers. These codes can add an extra 5% to 15% off already reduced prices.
Cash-back apps and browser extensions provide rebates on purchases. Combining these programs with store sales can result in total savings of 80% or more on select items.
Tips for Securing Lightning Deals
Lightning deals sell out within minutes of going live. Shoppers should create accounts and save payment information before Black Friday to speed up checkout.
Adding items to wishlists or carts ahead of time helps secure products faster. Many retailers allow customers to monitor specific products and receive alerts when deals go live.
More than 87 million Americans shopped Black Friday sales online last year. This high demand means popular items disappear quickly.
Shopping during off-peak hours increases the chances of finding deals still available. Early morning hours between 2 AM and 6 AM typically have less competition than evening shopping times.
Timing Strategies for Black Friday Shopping Success
Smart timing can make the difference between scoring the best deals and missing out entirely. Early access programs and extended sales periods have changed how shoppers approach Black Friday in 2025.
Benefits of Early Access and Member Perks
Membership programs at major retailers now offer exclusive early shopping windows before Black Friday officially begins. Walmart+ subscribers get access to deals hours before non-members, giving them first pick of limited-quantity items.
This advantage matters most for high-demand electronics and popular toys that sell out quickly. Target Circle members receive similar early access benefits, along with additional percentage discounts stacked on top of Black Friday prices.
These programs typically cost between $10-15 per month but can pay for themselves with a single purchase during major sale events. Store credit card holders also receive special perks.
Many retailers send exclusive discount codes or offer extra savings days to cardholders before general Black Friday sales start. The key benefit is securing popular items before they disappear from inventory.
Multi-Phase and Extended Black Friday Events
Black Friday now spans multiple weeks rather than a single day. Retailers launch early Black Friday sales in early November to capture shoppers before competitors do.
Sales typically roll out in three phases:
- Early November deals – Preview pricing on select categories
- Thanksgiving week – Major discounts begin, with new deals added daily
- Black Friday weekend – Deepest discounts and doorbusters
Some items actually have better prices during pre-Black Friday events. Electronics and appliances often see their lowest prices mid-week rather than on Friday itself.
Shoppers who track prices across these phases find the true best deals instead of assuming Friday offers the steepest discounts.
Frequently Asked Questions
Black Friday shoppers often have similar concerns about getting the best deals, timing their purchases, and choosing between online and in-store options.
Understanding which stores offer the deepest discounts and how to spot genuine savings can help maximize your holiday budget.
Which retailers offer the most competitive Black Friday deals?
Walmart, Target, and Amazon consistently rank among the top retailers for Black Friday savings across multiple product categories. Walmart typically offers major markdowns on toys, electronics, and holiday decorations.
Target provides strong deals on books, toys, and exclusive home goods. Best Buy dominates the electronics category with significant discounts on laptops, gaming consoles, and televisions.
Kohl’s stands out for its ability to stack savings through Kohl’s Cash, percent-off coupons, and mail-in rebates. Shoppers often earn $15 in Kohl’s Cash for every $50 spent during Black Friday weekend.
Amazon releases deals throughout November with hourly lightning deals and price drops. More Americans shopped online than in stores in 2024, with 87.3 million making online purchases compared to 81.7 million shopping in person.
How can I determine which Black Friday deals are worth pursuing?
Creating a shopping list with specific items and price targets helps avoid impulse purchases. Shoppers should check current prices before Black Friday to recognize genuine discounts versus inflated “sale” prices.
Deal tracking websites like BlackFriday.com, TheBlackFriday.com, and DealNews.com provide early access to ad previews. These sites allow comparison shopping across multiple retailers.
Price tracking tools and browser extensions can monitor price history to identify real savings. Store apps often display real-time inventory levels at local locations.
This prevents wasted trips for out-of-stock items. Cashback programs through Rakuten, Ibotta, or TopCashback add extra savings on top of advertised discounts.
What are the opening hours for major retailers on Black Friday?
Black Friday 2025 falls on November 28. Most major retailers now start their sales days or even weeks before the actual date.
Many stores launch Black Friday events 10 to 14 days before Thanksgiving and continue through Cyber Monday. Physical store hours vary by retailer and location.
Some stores open as early as 5 a.m. or 6 a.m. on Black Friday morning. Others maintain regular business hours but extend closing times.
Online sales typically start at midnight or earlier on Thanksgiving evening. Amazon and Walmart often run 24-hour online shopping with deals refreshing at specific times throughout the day.
Checking individual retailer websites provides exact opening times for local stores.
How does online Black Friday shopping compare to in-store shopping?
Online shopping eliminates crowds, parking hassles, and long checkout lines. The majority of shoppers now prefer purchasing from home rather than visiting physical stores.
Online platforms offer easier price comparisons and access to customer reviews. In-store shopping allows immediate product possession without shipping delays.
Some doorbuster deals remain exclusive to physical locations with limited quantities. Shoppers can inspect items in person before purchasing.
Many retailers bridge both options through buy-online-pickup-in-store services. This combines online convenience with same-day availability.
Curbside pickup has become popular for avoiding both shipping fees and in-store crowds.
Are there any tips for navigating Black Friday sales efficiently?
Prioritizing the top three stores based on shopping needs prevents decision fatigue. Downloading retailer apps provides access to app-only deals and push notifications for flash sales.
Many stores offer early access to loyalty program members or app users. Shopping early in the sales period increases the likelihood of finding in-stock items.
Popular electronics and toys sell out quickly. Adding items to wish lists or carts beforehand speeds up the checkout process.
Setting a firm budget before shopping helps maintain financial control. Focusing on needed gifts rather than tempting extras keeps spending on track.
Using separate payment methods or gift cards for Black Friday shopping creates a hard spending limit.
What should I look out for in advertisements for Black Friday specials?
Most retailers release full Black Friday ads about two to three weeks before Thanksgiving, typically between November 1 and November 10.
Early leaks may appear in late October from major chains like Amazon, Walmart, and Target.
Fine print reveals important details like quantities, time limits, and exclusions.
Some “doorbuster” deals apply only to the first 50 customers or specific hours.
Online-only versus in-store-only designations affect shopping strategies.
Newsletter subscribers often receive special codes or early access windows.
Signing up for store emails in early November can unlock additional savings.
Sale end dates matter because some promotions last only 24 hours while others run through Cyber Monday.