Using 2015 Black Friday ad scans, study shows biggest discounts and best deals.
With total holiday spending to reach $630.5 billion this year, up from nearly $608 billion in 2014, the personal finance website WalletHub conducted an in-depth analysis of 2015’s Best & Worst Retailers for Black Friday Deals.
WalletHub surveyed 8,000 deals from 30 of the biggest U.S. retailers’ 2015 Black Friday ad scans to show which retailers offer the largest advertised discounts for each product category in 2015.
The top retailers, in terms of discounts and deals for Black Friday, were:
JCPenney has the highest overall discount rate at 68 percent, whereas Costco has the lowest at 20 percent. The overall average discount for Black Friday is 40 percent.
“Jewelry” is the most discounted category at 73 percent, followed by Books, Movies & Music at 56 percent; whereas “Computers & Phones” are the least discounted at 31 percent. The “Toys” category has the biggest number of discounted items, representing 23 percent of all offers, whereas the “Consumer Packaged Goods” category has the smallest, with only 1.4 percent of all offers.
Discounts were also concentrated in Apparel & Accessories (21.67 percent), and Toys (22.81 percent), followed by Appliances (9.5 percent), Computers & Phones (7.64 percent) and Consumer Electronics (6.12 percent).
At the bottom of the ranking, the retailers with the lowest percentage discounts were:
30. Costco
29. Sam’s Club
28. Amazon
27. Big Lots
26. Walgreens
25. Toys R Us
24. GameStop
23. Wal-Mart
22. BJs
21. Home Depot
The full report, which lists where each retailer ranks for each product category, is available here.
