I’m a Shopping Expert: 5 Stores That Usually Offer the Best Black Friday Deals

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Friday, November 29, is no ordinary Friday. Savvy shoppers know it’s the biggest day of the year for scoring massive savings on gifts for yourself and everyone on your holiday gift list. Black Friday is all about snagging the lowest prices on electronics, jewelry, toys, furniture and more. While doing all your holiday shopping at once can be a splurge, if your budget can handle it, the savings are well worth it. The key is knowing where to shop to secure the best deals and avoid last-minute panic spending.

Though many stores haven’t revealed their 2024 Black Friday sales yet, insights from WalletHub and from a shopping expert offer some solid guidance based on past years’ standout deals. 

Here’s where to shop this Black Friday to get a head start on holiday savings. 

Walmart

• Average 2023 savings: 27% 

Walmart has been a Black Friday icon for decades. Back in 2011, it set a trend by opening at 10 p.m. on Thanksgiving night, kicking off the holiday season as soon as the pumpkin pie was finished. 

“Known for price cuts on electronics, toys and household items, Walmart offers both in-store and online deals, and Walmart+ members will get a head start on the discounts online,” said Trae Bodge, a smart shopping expert at TrueTrae.

In 2023, Walmart’s average discount was 27%, with standout savings in apparel and accessories (52%), followed by appliances (30%) and toys (27%).

Target

• Average 2023 savings: 33% 

With its wide selection and festive atmosphere, Target is a must-stop for Black Friday shoppers. In 2023, Target offered an average of 33% off across departments, with fairly balanced sales that cover every category. 

“Target offers a variety of deals on clothing, home goods and electronics, with additional promotions for Target Circle members,” Bodge said. “It’s known for discounts of up to 50% off on items like small home appliances, tech and gifts. In addition to Black Friday sales, the retailer plans to reduce prices on 2,000 items, after already reducing prices on 8,000 items this year.”

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Furniture and toys saw especially high discounts at 44% and 33%, respectively. Target’s deals start well before Black Friday, so signing up for Target Circle for an extra 5% off is a smart way to stay ahead. 

Amazon

• Average 2023 savings: 29% 

If online shopping is your thing, Amazon is a Black Friday powerhouse you won’t want to miss. With an average 29% discount in 2023, Amazon shines with its convenience, return policy, fast shipping and Black Friday markdowns.

“Amazon offers discounts across thousands of electronics, home goods, fashion and more. It is known to offer exceptionally deep discounts on its owned brands, including Amazon Essentials, Fire, Ring, Kindle, etc.,” Bodge said.

While Amazon is famous for its tech deals, electronics averaged a 25% discount last year. However, apparel and accessories saw even steeper discounts at 33%, followed by packaged goods at 27%. 

Macy’s 

• Average 2023 savings: 58% 

Macy’s took the No. 2 spot for Black Friday savings last year, offering an impressive 58% discount on average. This retailer’s well-established reputation in the consumer industry pays off in a big way for shoppers, with deals often well over half off.

“Macy’s offers discounts on clothing, home decor and beauty products, as well as extra savings for cardholders,” Bodge said. “Your local Macy’s will also be decked out for the holidays, so shopping there on Black Friday will get you in the holiday spirit!”

If you’re thinking about popping the question or need a special anniversary gift, Macy’s has you covered with the best jewelry discounts, averaging 66%. Its apparel and accessories department is also a top pick, offering an average 53% discount — ideal for finding winter wear or matching holiday pajamas.

JCPenney

• Average 2023 savings: 59% 

Dedicated super-savers know JCPenney’s is a Black Friday champion. Ranked No. 1 in savings last year, this department store offered an average discount of 59%. 

“JCPenney is known to be one of the best places to shop on Black Friday because of its stellar discounts,” Bodge said. “The retailer offers discounts on everything from affordable gifts to extravagant items, like engagement rings.”

JCPenney’s top Black Friday departments include apparel and accessories at 58% and big-ticket items like appliances and jewelry at a substantial 59%. So if you’re eyeing that $5,000 engagement ring, Black Friday at JCPenney could bring it down to a more affordable $2,050. 

All 2023 Black Friday store-specific discounts were sourced from WalletHub.