Two wrapped gifts near a Christmas tree.

By Chris Spiker From Daily Voice

If you plan on waking up extra early on Black Friday, some stores will offer better deals than others.

WalletHub released its 2025 study of the Best Places to Shop on Black Friday. The personal finance website reviewed more than 3,100 deals from 13 major retailers for the biggest Black Friday savings.

Across all retailers, the average discount this year is 37.2%, according to the data collected through Saturday, Nov. 15.

"The best Black Friday deals can save you up to 86% this year, but when you're bombarded by ads and there are so many places to shop, it can be hard to decide where to actually spend your money," said WalletHub analyst Chip Lupo. "Knowing which retailers actually offer significant deals compared to their normal prices can save you a lot of time and prevent buyer's remorse."

WalletHub found that JCPenney is offering the biggest markdowns with an average discount of 74.1%, followed by Belk at 72.4% and Kohl's at 45.4%. Jewelry is the most heavily discounted category, with JCPenney advertising a $14,583.32 diamond engagement ring for $3,999.99 and Belk averaging 77.7% off across its jewelry items.

Jewelry averages a 42% discount, followed by apparel (36%), appliances (36%), and furniture (35%). Toys average 31% off, while computers and phones have 28% deals.

These are the retailers with the largest discounts in each category:

The findings come as more Americans scale back their spending.

Deloitte's new holiday outlook shows shoppers expect to spend an average of $622 between Thanksgiving and Cyber Monday, a 4% drop from 2024 and the first decline after four years of growth. Nearly half said they're seeing higher prices for holiday items, and more than one-third believe retailers are offering fewer discounts.

Despite smaller budgets, Deloitte also said 82% of shoppers plan to take part in Black Friday and Cyber Monday, up from 79% in 2024. Younger shoppers are driving that increase, with 92% of Generation Z planning to shop and 72% heading into physical stores on Black Friday.

WalletHub said more Americans shopped online than in stores in 2024, with 87.3 million making purchases from home and 81.7 million shopping in person. 

You can click here to see WalletHub's full study.

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