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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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Misc

Visualizing the Market Share of U.S. Soft Drinks

Dr Pepper tied Pepsi as America’s No. 2 soda in 2024.

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Line chart showing the change in market share of U.S. carbonated soft drinks between 1995 and 2023.

Visualizing the Market Share of U.S. Soft Drinks

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.

Soda, with its sweet flavors and refreshing carbonation, is one of the preferred drinks among Americans, especially kids, and is also a significant part of the beverage and food industry.

In fact, the U.S. soft drink market has seen increasing growth and is anticipated to reach $388 billion in annual sales by 2025.

In this graphic, we visualize the change in market share of U.S. carbonated soft drinks between 1995 and 2023, based on sales volume data from Beverage Digest, as tabulated by The Wall Street Journal. Figures are rounded.

Dr. Pepper Ties Pepsi as America’s No. 2 Soda in 2024

Coke has reigned for decades as the best-selling soft drink in the United States.

At 130 years old, Coke also is the most consumed soda in the world, with an estimated 1.9 billion servings across 200 countries. As a result, Coca-Cola is one of the world’s most valuable brands.

While Coke has maintained 17-20% market share since 1995, Pepsi has seen a drop from 15.0% in 1995 to 8.3% in 2023.

Pepsi was surpassed by Diet Coke at the end of the 2000s but regained the second position during the 2010s. In 2024, however, Pepsi saw Dr. Pepper tie it as America’s No. 2 soda.

Market Share of U.S. Soft Drinks1995200020052010201520202023
Coke20.8%20.2%17.6%17.5%18.7%19.5%19.2%
Dr. Pepper5.7%6.3%5.7%6.5%7.2%8.0%8.3%
Pepsi15.0%13.5%11.2%9.8%9.1%8.7%8.3%
Sprite5.1%6.6%5.7%5.8%6.6%7.8%8.1%
Diet Coke8.8%8.6%9.8%10.2%8.6%7.9%7.8%

Sprite and Diet Coke complete the list of best-selling soft drinks in the country, with 8.1% and 7.8% market shares, respectively. Combined, the three Coca-Cola brands (Coke, Diet Coke, Sprite) have 35% of the market.

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