Black Friday 2025: Which stores offer the biggest discounts?

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Black Friday sales are already in full swing, with some retailers launching their 2025 holiday deals as early as October. But which stores are offering the best deals? And are those big-ticket items really discounted?

“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,” noted Chip Lupo, an analyst for personal finance company WalletHub. “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.”

To help consumers maximize their savings, WalletHub analyzed over 3,100 deals from 13 of the largest U.S. retailers’ 2025 Black Friday ad scans.

Here’s a look at which stores are offering the biggest advertised discounts across popular categories like jewelry, appliances, and more — plus a peak at the percentage the average shopper could save:

JCPenney — 74.08%Belke — 72.42%Kohl’s — 45.39%Macy’s — 44.46%The Home Depot — 35.63%BJ’s — 31.26%Amazon — 29.63%Target — 29.36%Newegg — 28.80%Best Buy — 28.58%