Shoppers, get ready to score some deals — the biggest shopping day of the year is upon us!
Consumers face many challenges in their efforts to find the best bargains, including early mornings, long lines and crowded stores. However, there’s been a shift to online shopping in recent years: In 2024, 87.3 million Americans shopped online verses the 81.7 million who shopped in person, according to the National Retail Federation.
That’s not all that has changed with the big shopping event. Sales are also starting sooner, with some holiday deals dropping as early as October. This lessens some of anxiety, allowing shoppers to make the purchases over several weeks rather than in a single day.
Nontheless, one thing remains the same: Shoppers want the best bang for their buck when buying holiday gifts. To help them maximize their savings, WalletHub analyzed over 3,100 deals from 13 of the largest U.S. retailers’ 2025 Black Friday ad scans.
“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,” says 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. This year, the stores offering the top deals are JCPenney, Belk and Kohl’s.”
Without further ado, here’s the best overall retailers to shop from, as well as the best in popular categories.
Below is WalletHub’s ranking of the 13 largest U.S. retailers, along with their average discount for 2025.
