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Ranked: Average Black Friday Discounts for Major Retailers

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A chart ranking the average Black Friday discounts of retailers by the size of the label.

Average Black Friday Discounts for Major U.S. Retailers in 2023

Whether one is shopping online or lining up at stores this Black Friday, the sheer plethora of deals can overwhelm even the most hardy shoppers. Knowing the average Black Friday discounts at a glance can help impending shopping decisions.

We visualize the average Black Friday discounts of 13 major U.S. retailers for 2023, using data compiled by WalletHub.

To come up with this ranking, WalletHub analyzed over 3,500 advertised deals from 2023 Black Friday ads from 13 popular U.S. retailers. The average discount was weighted based on the pre-discounted price of the item, which gives more credit to retailers discounting high-price items.

Which U.S. Retailer Has the Best Black Friday Deals?

JCPenney ranks first with an average Black Friday discount of 59%. This is the fifth time the apparel and jewelry giant has topped the list since 2014.

For those looking to get engaged soon, their headline deal drops a $6,000 diamond ring to close to $1,600, boosting their discount rank.

Here’s the full ranking of U.S. retailers average Black Friday discounts.

RankRetailerAverage Black Friday
Discount (%)
1JCPenney59%
2Macy's58%
3Belk55%
4Kohl's49%
5Target33%
6BJ's30%
7Best Buy30%
8Amazon29%
9Walmart27%
10Dell26%
11Newegg22%
12The Home Depot21%
13Costco17%

Note: Data is current up to November 14th, 2023.

Macy’s is close behind, with an average discount of 58%. Only one other major brand, Belk, has an average discount above 50%, though their appliance-specific deals inch closer to a 60% drop.

Coming in fourth, Kohl’s average discount for Black Friday is around 49%, but will have the best deals on their jewelry line, averaging 72%.

Similarly, Newegg whose average markdown will be around 20% will have the best deals on electronics, at around 43%.

Last on the list, Costco, known for their affordable products, will not be cutting prices much further for Black Friday, coming in at 17%.

WalletHub notes that this year, many retailers have opted to release several rounds of markdowns throughout the month, changing their Black Friday deals on a weekly basis. As a result this data is current up to November 14th, 2023.

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Visualizing the Most Valuable Brands in 12 Countries

This graphic visualizes the most valuable brands by country in 12 major economies, from tech and energy giants to automakers and banks.

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Bubble chart of the most valuable brands by country.

Visualizing the Most Valuable Brands by Country

This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.

At the start of 2024, Apple was found to be the world’s most valuable brand, with a value of $517 billion—a 73.6% increase over the previous year.

It wasn’t the only strong American brand. In fact, U.S. brands made up six of the top 10, and 51 of the top 100 most valuable brands.

But other countries have their own claims within the top 100 brand rankings. Here are the most valuable brands by country in 2024, looking at a dozen different countries from Brand Finance‘s annual rankings.

The Most Valuable Brands in China, India, the UK, and More

First, it’s important to note that this data is related to the value of a brand, specifically, as opposed to more general measures of value such as market cap.

Generally speaking, brand value is calculated by looking at the strength of the brand itself (through investments, equity, and performance), as well as its attributable revenues within a company. For a more detailed breakdown, visit the Brand Finance report directly.

BrandCountryValue (US$)
Apple🇺🇸 United States$517B
Samsung🇰🇷 South Korea$99B
TikTok🇨🇳 China$84B
Deutsche Telekom🇩🇪 Germany$73B
Toyota🇯🇵 Japan$53B
Shell🇬🇧 United Kingdom$50B
Aramco🇸🇦 Saudi Arabia$42B
Accenture🇮🇪 Ireland$41B
Louis Vuitton🇫🇷 France$32B
Tata Group🇮🇳 India$29B
Nestlé🇨🇭 Switzerland$21B
TD🇨🇦 Canada$19B

China may have 20 brands in the top 100, but South Korea’s Samsung trumps it for second place outside of the U.S. with a value of $99 billion.

Overall, Asian brands have attained significant value in recent years. China’s TikTok (along with its domestic counterpart, Douyin) is well known all around the world and had a value of $84 billion, while Japan’s Toyota and Saudi Arabia’s Saudi Aramco had brand values of $53 billion and $42 billion respectively.

Europe’s most valuable brand is Germany’s Deutsche Telekom at $73 billion, while French luxury fashion house Louis Vuitton had a value of $32 billion.

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