Which stores offer the biggest discounts for Black Friday? See 2025 list, markdowns

Black Friday sales have evolved to span multiple weeks of markdowns leading up to the actual day. Early Black Friday deals give customers access to savings ahead of time, but which retailers offer the biggest discounts?

WalletHub examined thousands of Black Friday deals from 13 major retailers, including Amazon, Walmart and Costco to determine where shoppers will save the most.

WalletHub analyst Chip Lupo said shoppers can save up to 86% this year, but the sheer number of ads makes choosing where to shop challenging. He adds that this year, department stores such as JCPenney, Belk and Macy's stand out and offer the steepest discounts for Black Friday.

Here's which stores offer the most bang for your buck, according to WalletHub (as of Nov. 19, 2025).

Which store offers the best deals for Black Friday? JCPenney tops WalletHub's Black Friday discount list

According to WalletHub, JCPenneyis the best place to shop on Black Friday since it offers the steepest discounts, with an average discount of 74%. Overall, it beat out major retail players such as Walmart and Amazon. For example, WalletHub says that at JCPenney, customers can get a $14,583.32 diamond engagement ring for just $3,999.99.

Ohio has 25 JCPenney stores, according to the Columbus Dispatch , including stores in Akron, Canton, Cincinnati and Columbus.

Belkis listed as the second-best Black Friday retailer, where customers will receive an average of 72% off their purchases.

Kohl'sranks third for the deepest Black Friday discounts, offering an average of 45% off, but the chain's best deals come from apparel and accessories, which will be 54% off on average.

Source: WalletHub

13 stores offering the steepest Black Friday discounts in 2025

These are the top-ranked stores that WalletHub says offer the biggest discounts for Black Friday shopping based on average discounts by retailers:

1. JCPenney: 74.08% average discount on items

2. Belk: 72.42%

3. Kohl's: 45.39%

4. Macy's: 44.46%

5. The Home Depot: 35.63%

6. BJ's: 31.26%

7. Amazon: 29.63%

8. Target: 29.36%

9. Newegg: 28.80%

10. Best Buy: 28.58%

11. Walmart: 28.54%

12. Dell: 19.94%

13. Costco: 15.08%

The average discount that each retailer plans to offer is 37% in 2025, according to WalletHub estimates.

Why are JCPenney, Belk and Kohl's the best shopping destinations? See the methodology

To determine the best places for Black Friday shopping, WalletHub examined more than 3,100 Black Friday deals from ad scans of 13 of the biggest U.S. retailers to calculate the average discount that each retailer plans to offer. The average discount was compared to the pre-discounted price of the item to determine which store offered the biggest markdowns.

This article originally appeared on The Columbus Dispatch: These stores offer the best discounts for Black Friday, study shows