A personal finance site surveyed almost 7,000 deals to rank the stores with the biggest discounts on Black Friday.

By Lauren Phillips
Updated November 15, 2018

Black Friday 2018 is November 23—and fan-favorite retailers such as Williams Sonoma, Amazon, Target, Walmart, IKEA, and Sephora (plus many, many more) are already showcasing their Black Friday deals.

With so many Black Friday sales to shop, though, how can deal-seekers be sure they’re picking the best sales? Online shoppers have a little less to worry about—switching between Black Friday deals at different stores is as easy as clicking between browser tabs—but anyone planning to take advantage of doorbusters or other store-only deals will only be able to visit so many stores during the course of the day.

To help Black Friday bargain-hunters make the most of their shopping options, personal finance site WalletHub released a report on 2018’s Best Stores for Black Friday, based off a survey of more than 7,000 deals from Black Friday ads from 35 of the biggest retailers on the U.S. The survey calculated the average discount each retailer is offering on products on Black Friday; discounts on larger items (televisions and other large electronics, for example) were weighted accordingly.

On average, for Black Friday 2018, these major retailers are offering 37 percent off their wares, with discounts on individual items varying. A retailer with a higher average discount is offering bigger savings on products; one with a smaller average has higher sale prices.

Belk was ranked first, based on WalletHub’s findings, with an average discount of 68.9 percent. Surprisingly, some big name retailers didn’t even break the top ten: Amazon was 23rd, with an average Black Friday discount of 29.3 percent; Target was 16th, with 34.8 percent off; and Walmart was 20th, with 29.9 percent off. At the bottom of the list was True Value, which is offering an average 16.3 percent off on Black Friday. WalletHub also broke the discounts down by category, ranking retailers for their discounts on categories such as apparel and accessories, consumer electronics, appliances, and more.

Visit WalletHub’s site to see the full breakdown, or keep scrolling to see the top 10 Black Friday retailers and their average discounts.

1. Belk

Average Black Friday Deal: 68.9 percent off

2. JCPenney

Average Black Friday Deal: 65.1 percent off

3. Stage

Average Black Friday Deal: 62.1 percent off

4. Kohl’s

Average Black Friday Deal: 60.8 percent off

5. New York & Company

Average Black Friday Deal: 54.4 percent off

6. Payless ShoeSource

Average Black Friday Deal: 50.3 percent off

7. Dick’s Sporting Goods

Average Black Friday Deal: 49.9 percent off

8. Macy’s

Average Black Friday Deal: 48.7 percent off

9. Fred Meyer

Average Black Friday Deal: 45.3 percent off

10. Shopko

Average Black Friday Deal: 45.2 percent off