Consumers looking for a deal this upcoming Black Friday should head over to JCPenney, according to research from WalletHub. 2015’s Best & Worst Retailers for Black Friday Deals reveals that JCPenney has the highest overall discount rate, at 68%. Kohl’s (67%), Stage (64%), Groupon (64%) and Belk (60%) rounded out the top five retail discount rates.
The overall average discount retailers are offering on Black Friday is 40%. Consumers should aim for this level, or an even greater discount, in order to avoid Black Friday traps. Retailers to avoid for Black Friday deals include Costco (20%), Sam’s Club (25%), Amazon (26%), Big Lots (27%) and Walgreens (29%).
To identify the retailers with the most and least money-saving Black Friday bargains, WalletHub surveyed 8,000 Black Friday ads from 30 major U.S. retailers and calculated the average discount that each retailer plans to offer. The average discount was weighted based on the pre-discounted price of the item, in order to give more credit to the retailers that are discounting higher-ticket items.
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Retailers from 11 different verticals were analyzed: Apparel & Accessories; Computers & Phones; Consumer Electronics; Consumer Packaged Goods; Toys; Appliances; Furniture; Jewelry; Video Games; Books, Movies & Music; and Other.
Jewelry is the most discounted category at 73%, with Books, Movies & Music (56%) and Apparel & Accessories (50%) coming in second and third, respectively. Computers & Phones is the least discounted category, at 31%.
The Toys category has the most discounted items overall, representing 23% of all offers, whereas the Consumer Packaged Goods category has the least, with just over 1% of all offers.
