Not all Black Friday sales offer equally good deals — and a new analysis shows just how true this year it is.
WalletHub found that the average discount offered this year by major retailers ranged from 16.8% to 65.7%.
The analysis is based on a review of nearly 4,000 Black Friday ad deals for 16 of the largest US retailers.
The smallest and biggest Black Friday discounts
At six of the retailers included in WalletHub’s analysis, the average discount is less than 30%:
- CostcoBlack Friday average discount: 16.8%
- best buy: 22.9%
- Amazon: 25.7%
- BJ Wholesale Club: 27.6%
- Walmart: 28.4%
- Newegg: 28.5%
At the other end of the spectrum are three retailers that offer discounts of more than 50%. They are:
- JC Penney: 64.7%
- Belk: 64.2%
- Messi: 53%
What does that mean for you
Discounts can be tricky.
Many supermarkets have been sued in the past for manipulating prices in a way that makes discounts appear larger than they actually are. Recently, an analysis by Consumer Checkbook found that many major retailers display sale prices so frequently that they are closer to the regular price than the real discount.
In addition, it is possible that the discounts offered by wholesale chains such as Costco and Sam’s Club are smaller compared to other retailers because the wholesale chains’ daily prices are already lower than those of other retailers.
So while analytics like WalletHub are handy tools for bargain hunters, you should always do your homework. Even on Black Friday or Cyber Monday, you should compare prices before slashing your hard-earned cash, especially on a big ticket purchase.
For more tips on preparing for this Black Friday, which falls on November 25 this year, check out “9 Things You Should Never Buy on Black Friday.”