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Following a hearty Thanksgiving feast, armies of turkey-stuffed consumers will descend on America’s stores into the wee hours of the night to conquer one mission: save bigtime. It’s one of our country’s most sacred holiday traditions. If you’re familiar with the custom and need a reason to be grateful this year, you can appreciate us for finding the retailers with the best — and worst — Black Friday deals.

And who could blame consumers for their Black Friday enthusiasm? After all, a U.S. economy on the mend appears to be boosting consumers’ confidence and beefing up their wallets. This holiday season, including November and December, the National Retail Federation estimates that total retail sales will reach $616.9 billion, an increase of 4.1 percent from nearly $592.7 billion in 2013.

As a further expression of their gratitude, more consumers are planning to shop on Black Friday in 2014 than in years past. Two-thirds plan to do so, according to Accenture’s latest Holiday Shopping Survey, compared with 55 percent in 2013 and 44 percent in 2007. But the Black Friday tradition is evolving as more and more online shoppers ditch department stores and shopping centers. That could mean fewer consumers getting trampled on or losing their children in stores — one more reason to give thanks.

To help consumers maximize their savings this Thanksgiving holiday, WalletHub surveyed 5,525 deals from the 2014 Black Friday ad scans of 22 of the biggest U.S. retailers. We included the average markdown of those 5,525 items, which are categorized into their appropriate categories for easy digestion. You can check out the results and our detailed methodology below. As a bonus, you can find additional shopping wisdom from several experts we consulted for this report.

Main Findings

Retailer

Average % Discount by Retailer

JCPenney 65.44%
Macy’s 53.52%
Rite Aid 53.34%
Meijer 50.85%
Sears 50.19%
Walgreens 46.74%
Office Depot and OfficeMax 43.89%
Ace Hardware 41.01%
Kohl’s 39.89%
Staples 38.56%
hhgregg 38.26%
RadioShack 36.49%
Kmart 35.91%
Target 35.61%
AAFES 34.84%
CVS Pharmacy 34.32%
Dell 32.41%
Wal-Mart 32.16%
Best Buy 32.08%
Amazon 26.10%
Big Lots 25.24%
Costco 21.14%
All retailers 39.45%

Best & Worst Retailers for Black Friday Final v7

 

Detailed Findings

Average % Discount by Major Category for Main Retailers

Retailer

Apparel & Accessories

Computers & Phones

Consumer Electronics

Consumer Packaged Goods

Toys

Appliances

AAFES 52.72% 24.55% 36.97% 39.12% 34.95% 33.13%
Ace Hardware N/A N/A N/A N/A N/A N/A
Amazon 33.45% N/A 28.72% N/A 20.58% N/A
Best Buy 27.44% 28.37% 30.58% N/A N/A 33.77%
Big Lots N/A 20.18% N/A N/A N/A 46.87%
Costco 19.29% 19.11% 27.16% N/A N/A 18.38%
CVS Pharmacy N/A N/A N/A 44.99% 35.10% N/A
Dell N/A 28.63% 41.97% N/A N/A N/A
hhgregg N/A 29.74% 42.18% N/A N/A 35.58%
Kmart 41.42% 29.86% 25.66% N/A 21.41% 30.18%
JCPenney 62.62% N/A N/A N/A 31.13% 49.79%
Kohl’s 58.28% 32.41% 43.06% N/A 48.18% 40.58%
Macy’s 62.34% N/A 65.29% 59.47% N/A 48.62%
Meijer 54.68% N/A 39.56% N/A 33.43% 25.16%
Office Depot and OfficeMax N/A 40.63% 43.23% N/A N/A N/A
RadioShack N/A 34.67% 44.23% N/A N/A N/A
Rite Aid N/A N/A N/A 53.32% N/A N/A
Sears 69.02% 30.14% 39.71% 39.42% N/A 40.22%
Staples N/A 35.30% 45.26% N/A N/A N/A
Target 57.51% 25.31% 34.57% N/A 33.87% 34.62%
Walgreens N/A N/A 30.56% 51.12% N/A N/A
Wal-Mart 41.41% 34.07% 29.81% N/A 24.48% 32.44%
All retailers 48.35% 29.50% 38.15% 47.91% 31.46% 36.10%

 

Retailer

Furniture

Jewelry

Books, Movies & Music

Video Games (Software Only)

All Other Product Categories

AAFES N/A 33.61% N/A N/A 49.73%
Ace Hardware 43.12% N/A N/A N/A 40.52%
Amazon N/A N/A 29.34% N/A 36.00%
Best Buy N/A N/A 53.74% 46.55% 36.94%
Big Lots 23.84% N/A N/A N/A 23.88%
Costco N/A N/A N/A N/A N/A
CVS Pharmacy N/A N/A N/A N/A 29.96%
Dell N/A N/A N/A N/A N/A
hhgregg 44.53% N/A N/A N/A N/A
Kmart 33.98% 78.75% 54.28% 31.67% 37.98%
JCPenney N/A 66.40% N/A N/A 68.68%
Kohl’s 59.60% 24.89% N/A N/A 67.25%
Macy’s 37.43% 65.94% N/A N/A 63.22%
Meijer 48.34% 78.67% N/A N/A 40.69%
Office Depot and OfficeMax 53.85% N/A N/A N/A N/A
RadioShack N/A N/A N/A N/A N/A
Rite Aid N/A N/A N/A N/A N/A
Sears 57.65% N/A N/A N/A 45.91%
Staples 55.37% N/A N/A N/A 64.69%
Target N/A N/A 60.74% 40.77% 42.22%
Walgreens N/A N/A N/A N/A N/A
Wal-Mart N/A N/A 62.49% 34.32% 34.65%
All retailers 45.77% 58.04% 52.12% 38.33% 45.49%

Source: Data used to create these rankings were obtained from BlackFriday.com.

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