2021’s best places to shop on black friday

Republished with permission from WalletHub

Black Friday shopping is one of America’s most treasured holiday traditions, but there’s always a bit of hassle involved. Traditionally, shoppers have to get up early, stand in endless lines at stores, and try to find deals through hordes of other shoppers — all in the name of savings.

Last year, in-person shopping was very limited by the COVID-19 pandemic.

For the first time ever, the number of Americans who shopped online on Black Friday passed 100 million, while in-store shopping dropped by 37%. Businesses are largely open to full capacity this year, though, so we may see a resurgence in in-person shopping.

Black Friday sales have also been changing during the past few years. They are starting earlier, weeks ahead of the actual shopping holiday at some stores.

That’s good news for consumers who want to stretch out their purchases over a longer period of time rather than buying everything in one day. So which stores offer the best discounts and for which items?

To answer that question and help consumers maximize their Black Friday savings, WalletHub surveyed nearly 5,000 deals from 21 of the biggest U.S. retailers’ 2021 Black Friday ad scans.

Below, we’ve listed the stores offering the largest advertised discounts in various product categories such as “Jewelry” and “Appliances.”

Best Places to Shop on Black Friday

 

RETAILER

2021 Avg % Discount by Retailer

2020 Avg % Discount by Retailer

2019 Avg % Discount by Retailer

2018 Avg % Discount by Retailer

2017 Avg % Discount by Retailer

2016 Avg % Discount by Retailer

2015 Avg % Discount by Retailer

Macy’s 58.5% 56.0% 46.1% 48.7% 45.6% 63.4% 56.0%
JCPenney 57.6% 56.7% 61.0% 65.1% 66.3% 62.8% 68.0%
Belk 56.7% 50.0% 66.9% 68.9% 62.8% N/A 59.5%
Kohl’s 49.3% 51.9% 57.1% 60.8% 66.3% 58.1% 66.7%
Office Depot and OfficeMax 42.8% 33.3% 36.6% 42.6% 34.5% 43.0% 42.8%
Lenovo 40.3% 44.1% 38.6% 40.1% N/A N/A N/A
Nordstrom 33.2% 39.0% 36.9% N/A N/A N/A N/A
Walmart 31.6% 27.8% 34.3% 29.9% 34.2% 32.6% 30.1%
HP 31.3% 31.7% 37.4% 27.5% 34.0% 28.5% N/A
Big Lots 29.2% 20.0% 27.9% 22.9% 24.1% 23.5% 27.1%
Amazon 27.5% 26.5% 25.4% 29.3% 36.8% 24.7% 25.8%
Academy Sports + Outdoors 26.3% 31.5% 31.8% 28.0% N/A N/A N/A
BJ’s 26.1% N/A 39.3% 31.0% 32.1% 32.0% 30.6%
Dell Home 24.3% 21.3% 28.6% 27.4% 29.3% 35.7% 35.3%
Target 22.7% 28.1% 34.3% 34.8% 36.2% 28.6% 37.3%
Best Buy 22.3% 25.3% 29.5% 28.7% 30.0% 33.2% 33.5%
Overstock.com 22.1% 22.7% N/A N/A N/A N/A N/A
Costco 20.5% 22.0% 21.3% 25.1% 21.9% 25.4% 19.5%
Newegg 20.0% 23.8% N/A 28.4% 28.3% N/A N/A
Sam’s Club 19.1% 22.6% N/A 22.3% N/A 28.3% 24.9%
Ace Hardware 11.7% 8.6% 11.8% 21.9% 21.5% 27.7% 34.2%
Overall Average 32.1% 32.1% 40.4% 37.0% 37.1% 39.0% 40.2%

 

 

2021 best retailers for black friday

Notes:

  • The pie chart above displays the product categories in which discounts are more heavily concentrated, represented in percentage terms. The percentages do not represent average discounts.
  • The bar graph above displays the average discount percentage for each product category.

Average Store Discounts by Product Category

 

Retailer

Apparel & Accessories

Computers & Phones

Consumer Electronics

Consumer Packaged Goods

Toys

Academy Sports + Outdoors 29.40% 30.80% 32.03% N/A 26.67%
Ace Hardware N/A N/A N/A 28.77% N/A
Amazon 24.63% 28.29% 26.79% 27.38% 26.99%
Belk 58.69% 43.80% 39.08% 23.61% 48.75%
Best Buy N/A 26.31% 20.29% N/A N/A
Big Lots N/A N/A N/A 11.85% N/A
BJ’s N/A 20.87% 23.41% N/A 39.86%
Costco 24.66% 20.13% 17.05% N/A N/A
Dell Home N/A 24.34% N/A N/A N/A
HP N/A 31.30% N/A N/A N/A
JCPenney 58.89% N/A 48.84% 42.23% 54.66%
Kohl’s 44.69% 37.63% 36.64% N/A 33.24%
Lenovo N/A 40.77% N/A N/A N/A
Macy’s 47.43% 53.50% 58.00% 48.91% 56.58%
Newegg N/A 16.87% 34.08% N/A N/A
Nordstrom 43.97% N/A N/A 8.01% N/A
Office Depot and OfficeMax N/A 30.84% N/A N/A N/A
Overstock.com N/A N/A N/A N/A N/A
Sam’s Club N/A N/A 17.13% 2.62% N/A
Target N/A 24.37% 17.60% N/A 21.44%
Walmart 23.14% 41.75% 19.38% N/A 22.36%
Overall Average 39.50% 31.44% 30.03% 24.17% 36.73%

 

 

Retailer

Appliances

Furniture

Jewelry

All Other Product Categories

Academy Sports + Outdoors 15.75% N/A N/A 26.24%
Ace Hardware 5.10% N/A N/A 17.45%
Amazon 22.98% 28.05% 17.49% 31.61%
Belk 60.68% N/A 80.22% 68.81%
Best Buy 21.51% N/A N/A 29.39%
Big Lots 41.91% 26.99% N/A 28.77%
BJ’s 27.65% 34.27% N/A 23.82%
Costco 24.31% 18.89% 22.48% 24.19%
Dell Home N/A N/A N/A N/A
HP N/A N/A N/A N/A
JCPenney 53.66% N/A 57.66% 62.84%
Kohl’s 39.92% N/A 75.58% 57.67%
Lenovo N/A N/A N/A N/A
Macy’s 57.62% 41.54% 65.97% 57.81%
Newegg N/A N/A N/A N/A
Nordstrom N/A N/A N/A N/A
Office Depot and OfficeMax N/A 49.17% N/A N/A
Overstock.com N/A 21.85% N/A 22.97%
Sam’s Club 25.10% 22.64% N/A 16.54%
Target 21.99% 33.05% N/A 26.10%
Walmart 38.14% N/A N/A 44.37%
Overall Average 32.59% 30.72% 53.23% 35.90%

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