Published On: Wed, Nov 15th, 2017

Kohl’s and JC Penney top list for ‘Best Black Friday’ discounts

With Thanksgiving quickly approaching, many consumers are already outlining their plans for Black Friday shopping, which technically begins on Turkey Day.

WalletHub surveyed nearly 10,000 deals from 35 of the biggest U.S. retailers’ 2017 Black Friday ad scans to identify the stores offering the biggest discounts in various product categories such as “Appliances,” “Jewelry” and “Toys.”

Below are some highlights from the report.

So, how does 2017 shape up to last year?

“This year’s overall average discount for Black Friday is 37 percent, which is 2 percent lower than in 2016 (39%) and 3 percent lower than in 2015 (40 percent),” WalletHub Analyst, Jill Gonzalez told The Global Dispatch.

While absent from the general data, Walmart and Target also applied more savings for consumers.

Gonzalez explained: “These retailers were included in our analysis, however this year both are offering lower discounts than the top 10 best stores. This year Target’s average discount is 36.2 percent, still better than it was last year at 28.6 percent. Walmart’s average 2017 Black Friday discount is 34.2 percent, again better than in 2016, 32.6 percent. Please find more details here: https://wallethub.com/edu/best-worst-retailers-for-black-friday/8385/#main-findings.”

photo/ Manuel Alejandro Leon via Pixabay


Best Black Friday Retailers (Avg. % Discount)
1 Kohl’s (66.32%) 6 Bealls Florida (52.78%)
2 JCPenney (66.30%) 7 Sears (50.09%)
3 Belk (62.75%) 8 Macy’s (45.58%)
4 Stage (60.82%) 9 Fred Meyer (43.88%)
5 Shopko (55.93%) 10 AAFES (37.25%)

Key Stats

  • Kohl’s has the highest overall discount rate at 66.32 percent, whereas Bass Pro Shops has the lowest at 20.83 percent.
  • The overall average discount for Black Friday is 37 percent. Consumers should aim for this discount amount or higher to avoid Black-Friday traps.
  • The “Apparel & Accessories” category has the biggest share of discounted items, 28.03 percent of all offers, whereas the “Consumer Packaged Goods” category has the smallest at 1.62 percent.

To view the full report and each retailer’s rank in all product categories, please visit:

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About the Author

- Catherine "Kaye" Wonderhouse, a proud descendant of the Wunderhaus family is the Colorado Correspondent who will add more coverage, interviews and reports from this midwest area.

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