WASHINGTON — Black Friday has arrived, ushering in a wave of enticing deals that mark the holiday season’s shopping frenzy. It’s a prime opportunity for those eager to get a head start on their Christmas shopping.

So, where can shoppers find the most attractive bargains this year?

WalletHub, a personal finance website, has unveiled its annual ranking of the top and bottom retailers for Black Friday 2025. This list highlights where consumers can snag the most significant discounts.

The comprehensive report analyzed over 3,100 deals from 13 of the largest U.S. retailers’ Black Friday advertisements. The retailers under scrutiny included Amazon, Belk, Best Buy, BJ’s, Costco, Dell, Home Depot, JCPenney, Kohl’s, Macy’s, Newegg, Target, and Walmart.

WalletHub’s analysis found JCPenney was the best place to shop on Black Friday because it is offering an average discount of 74.08%, just narrowly beating out Belk – which has a 72.42% average discount. 

It found the overall average discount for all 13 retailers to be 37.17%. 

This is the fourth year in a row, and the seventh time since 2014, that JCPenney has earned the top Black Friday spot in the WalletHub report. 

Kohl’s, Macy’s and The Home Depot rounded out the top five on WalletHub’s best places to shop on Black Friday list. 

At the bottom of the list was Costco, which Wallet Hub found was offering just a 15.08% discount. 

Percentages are based on the average discount offered at each store. 

1. JCPenney (74.08%) 
2. Belk (72.42%)
3. Kohl’s (45.39%)
4. Macy’s (57.13%)
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%)