With last year’s Black Friday sales drawing 81.7 million Americans to shop in person and 87.3 million to shop online, the company WalletHub today released its report on the Best Places to Shop on Black Friday in 2025 to help consumers maximize their savings.

Charlotte-based Belk was ranked as the 2nd best store to shop at for black Friday, with an average estimated discount rate of 72.42%.

Key Stats • JCPenney has the highest overall discount rate, at 74.1%, whereas Costco has the lowest at 15.1%. • The overall average discount for Black Friday is 37%. Consumers should aim for this discount amount or higher to avoid Black -Friday traps. • The “Computers & Phones” category has one of the biggest shares of discounted items, 20.2% of all offers, whereas the “Consumer Packaged Goods” c

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