What is the average discount offered on Black Friday?
Black Friday discounts typically range between 28% and 38% across all product categories, based on verified studies analyzing thousands of deals from major retailers in 2024. WalletHub’s comprehensive analysis found an overall average of 38%, while Adobe Analytics and industry trackers report figures closer to 28-30%. The variation depends on methodology, retailer mix, and whether the study includes department stores (which skew higher) or focuses primarily on big-box retailers and online platforms.
Numbers at a glance
- 28-38% average discount across all categories (2024 data)
- 76% highest average discount
- 18% lowest average discount
- 39-45% typical apparel markdowns
- 28-30% typical electronics discounts
- Only 5.5% real price reduction after accounting for pre-sale inflation
The wide range in reported averages reflects different counting methods and retailer samples, but multiple independent sources confirm that genuine Black Friday savings fall within this 28-38% band when pre-sale price manipulation is factored out.
How average discounts have shifted (2019-2024)
Black Friday discount percentages have remained surprisingly stable over the past five years, despite economic volatility and changing consumer behavior. Adobe Analytics data shows that while total online spending has grown dramatically—from $7.4 billion in 2019 to $10.8 billion in 2024—average discount percentages have fluctuated within a narrow band.
Black Friday average discount timeline
| Year | Average Discount | Key Factors |
|---|---|---|
| 2019 | 32% | Pre-pandemic baseline |
| 2020 | 35% | Pandemic-driven inventory clearance |
| 2021 | 33% | Supply chain constraints limited deep discounts |
| 2022 | 30% | Inflation pressure on margins |
| 2023 | 28% | Economic uncertainty, conservative pricing |
| 2024 | 28-38% | Recovery in discount depth, retailer-dependent |
The 2020 spike reflected retailers’ urgent need to clear excess inventory during lockdowns, while the 2021-2023 dip corresponded with supply chain disruptions and inflationary pressures that squeezed retailer margins.
Pandemic impact and rise of online flash sales
The shift to online shopping during 2020-2021 fundamentally changed how retailers structure Black Friday promotions. Adobe’s 2024 holiday shopping report shows mobile spending now accounts for 54.5% of online sales, up from 45% in 2019. This mobile-first approach has led to more flash sales, limited-time offers, and app-exclusive deals that often feature deeper percentage discounts but on smaller product selections.
Buy Now, Pay Later (BNPL) options have also influenced discount strategies, with consumers spending $18.2 billion through BNPL during the 2024 holiday season. Retailers can offer seemingly larger discounts knowing that payment flexibility reduces price sensitivity for many shoppers.
Retailer breakdown: who cuts prices the most?
Verified analysis of Black Friday 2024 deals reveals dramatic variation in average discounts by retailer. Department stores consistently offer the deepest markdowns, while warehouse clubs and discount retailers show more modest reductions.
Top 15 retailers by average Black Friday discount (2024)
| Rank | Retailer | Average Discount |
|---|---|---|
| 1 | JCPenney | 76.2% |
| 2 | Belk | 72.7% |
| 3 | Macy’s | 57.1% |
| 4 | Kohl’s | 43.6% |
| 5 | Walmart | 37.8% |
| 6 | Home Depot | 32.4% |
| 7 | Amazon | 32.1% |
| 8 | BJ’s Wholesale | 28.9% |
| 9 | Target | 28.7% |
| 10 | Best Buy | 28.4% |
| 11 | Lowe’s | 27.2% |
| 12 | Sam’s Club | 24.1% |
| 13 | Dick’s Sporting Goods | 22.3% |
| 14 | Costco | 18.0% |
Big-box vs. specialty stores
The data reveals a clear pattern: traditional department stores (JCPenney, Belk, Macy’s) offer significantly higher average discounts than big-box retailers (Walmart, Target) or warehouse clubs (Costco, Sam’s Club). This reflects different business models—department stores rely on high-margin fashion and home goods that can absorb deeper cuts, while warehouse clubs already operate on thin margins with everyday low pricing.
Specialty retailers like Dick’s Sporting Goods fall in the middle range, offering moderate discounts that balance competitive pricing with margin preservation in their focused product categories.
Case study: analyzing 4,300+ deals
The 38% overall average comes from analyzing individual deals across 13 major retailers during Black Friday week 2024. This methodology weights each deal equally rather than by sales volume, which may inflate the average since department stores contribute many high-discount items that represent smaller sales volumes compared to electronics or appliances at big-box stores.
Verified reports also found that 41% of items don’t offer real savings compared to pre-Black Friday prices, particularly in categories like computers and phones where margins are already compressed.
Top 14 Retailers by Average Black Friday Discount (2024)
Pattern: Department stores (JCPenney, Belk, Macy’s) offer significantly deeper discounts than warehouse clubs (Costco, Sam’s Club) due to different business models and margin structures.
Category spotlight: electronics vs. apparel vs. jewelry
Discount depth varies dramatically by product category, with fashion and accessories seeing the deepest cuts while electronics and appliances show more conservative markdowns. Adobe’s 2024 holiday data confirms these patterns across their network of retailers.
Average discount by major category (2024)
| Category | Average Discount | Why This Range? |
|---|---|---|
| Apparel & Accessories | 39-45% | High margins, seasonal inventory |
| Jewelry | 35-40% | Luxury positioning, gift-focused |
| Home & Garden | 30-35% | Mix of high/low margin items |
| Toys & Games | 27-28% | Holiday demand surge |
| Electronics | 28-30% | Competitive pricing year-round |
| Appliances | 20-25% | Already competitive, low margins |
Highest-discount categories (50%+ markdowns)
Premium fashion brands routinely offer 50-70% discounts during Black Friday, with luxury retailers like Nordstrom, Saks, and Bloomingdale’s leading the charge. These deep cuts reflect the high markup on designer goods and the need to clear seasonal inventory before spring collections arrive.
Adobe’s data shows that apparel consistently ranks among the top categories for both discount depth and consumer engagement, with strong mobile conversion rates driving significant volume.
Low-discount, high-ticket categories
Electronics, particularly TVs and computing devices, typically see modest 17-20% discounts despite heavy promotion. Adobe’s holiday report notes that televisions, appliances, and sporting goods saw “record-level discounts” in 2024, but these still averaged below 25% due to the competitive nature of electronics pricing and thinner retailer margins.
Computers and phones show the lowest average discounts at around 19%, according to verified category analysis. This reflects year-round competitive pricing and manufacturer restrictions on deep discounting.
Average Black Friday Discounts by Category (2024)
Key insight: Fashion and luxury categories offer the deepest discounts due to high markup potential, while electronics and appliances show conservative pricing due to year-round competition.
Seasonal factors driving category differences
Toys experience unique Black Friday dynamics, with Adobe reporting strong performance in LEGO sets, Wicked toys, and video games like Call of Duty: Black Ops 6. Despite moderate 27-28% average discounts, toys benefit from concentrated holiday demand that allows retailers to maintain pricing power.
The seasonal gift-giving nature of jewelry drives higher discount tolerance, with consumers willing to pay premium prices even with 35-40% markdowns due to the emotional purchase context.
The illusion factor: why “40% off” isn’t always real
Multiple studies reveal that many advertised Black Friday discounts are artificially inflated through pre-sale price manipulation, making the actual savings significantly smaller than advertised. This practice has become so widespread that consumer protection agencies now regularly warn shoppers about “fake” Black Friday deals.
Price-inflation tactics exposed
ITMAGINATION’s comprehensive analysis of electronics pricing found that retailers often raise prices in mid-November, then apply Black Friday discounts that merely return items to normal pricing levels. Their verified study revealed alarming patterns:
- Only 5.5% average real price reduction from early November to Black Friday
- Over 33% of products cost more on Black Friday than later in the week
- Less than 33% of items were at their lowest 30-day price on Black Friday
- 8% average price increase compared to the lowest price in the previous 90 days
These findings suggest that while advertised discounts may show 30-50% off, the actual savings compared to typical selling prices are often single digits.
Methodology nuances that affect reported averages
Different studies report varying average discounts partly because they use different baseline prices for comparison. Some compare Black Friday prices to “regular” retail prices, while others track actual selling prices over time. Adobe focuses on year-over-year spending patterns rather than specific discount percentages.
This methodological variation explains why some sources report 38% average discounts while others suggest real savings are closer to 5-6%. The truth likely falls between these extremes, with genuine savings in the 15-25% range for most categories.
How to read reference prices and track history
Retailers use “compare at” or “MSRP” reference prices that may not reflect actual selling prices. These psychological anchors make discounts appear larger than they are. Common tactics include:
Artificial MSRP inflation: Setting unrealistically high “manufacturer suggested retail prices”
Short-term price bumps: Raising prices 2-4 weeks before Black Friday
Selective comparisons: Comparing sale prices to peak seasonal pricing rather than typical prices
Bundle manipulation: Changing product bundles to obscure price comparisons
Tools that reveal the truth
Several free tools help consumers verify whether Black Friday discounts represent genuine savings:
- CamelCamelCamel: Amazon price history charts showing 3-month, 6-month, and yearly trends
- Honey: Browser extension with price tracking and coupon application
- InvisibleHand: Real-time price comparisons across retailers
- Keepa: Detailed Amazon price history with alert functionality
- Google Shopping: Price tracking alerts for specific products
5-step framework to spot a genuine Black Friday deal
Smart shoppers can cut through marketing hype by following a systematic approach to deal verification that accounts for the price manipulation tactics revealed in recent studies.
Set pre-event price baseline
Track target items for 4-6 weeks before Black Friday using price history tools. Note the typical selling price, not the inflated “compare at” price retailers display. Adobe’s data shows that seasonal promotions now start in October, so establish baselines by early October for the most accurate comparison.
Verify with two independent trackers
Cross-reference price data using at least two different tracking tools to account for data collection variations and ensure accuracy. Different trackers may show varying price histories due to different data collection methods or retailer coverage.
Check retailer average vs. category average
Compare the specific deal against both the retailer’s typical Black Friday discount (from our verified table above) and the category average. Deals significantly below these benchmarks warrant skepticism. For example, a 20% electronics discount from Best Buy (which averages 28.4%) may not represent the best available value.
Factor in return windows and warranties
A 30% discount loses value if the return window is shortened or warranty coverage is reduced. Read the fine print on Black Friday purchases, especially electronics. Some retailers modify return policies during promotional periods, reducing the effective value of discounts.
Use BNPL and credit perks wisely
Buy Now, Pay Later options and credit card rewards can enhance Black Friday savings, but only if you avoid interest charges and fees that erode the discount value. Adobe reports $18.2 billion in BNPL spending during 2024’s holiday season, but these payment plans often carry hidden costs that reduce net savings.
Frequently asked questions
What percentage do prices drop on average for electronics?
Electronics typically see 28-30% average discounts on Black Friday, though this varies significantly by brand and product type. Premium brands like Apple rarely exceed 10% discounts, while accessory manufacturers may offer 40-50% off. Adobe’s 2024 data shows televisions and appliances achieved “record-level discounts” but still averaged below 25%.
Do Cyber Monday discounts beat Black Friday?
Cyber Monday discounts average slightly lower than Black Friday (25-27% vs. 28-38%), but online-exclusive deals and broader product selection can offer better value for specific categories like software and digital services. Adobe reports that Cyber Monday 2024 set a single-day record for BNPL spending at $991.2 million.
Which stores had the highest average discount in 2024?
JCPenney led with 76.2% average discounts, followed by Belk (72.7%) and Macy’s (57.1%), according to verified analysis of thousands of deals. These department stores consistently outperform big-box retailers in average discount depth.
Is 30% off considered a good Black Friday deal?
A 30% discount is slightly below the 2024 average of 28-38%, making it a decent but not exceptional Black Friday deal. Context matters—30% off electronics is strong, while 30% off apparel is modest. Compare against both retailer and category averages for proper evaluation.
How early do real discounts start?
Genuine Black Friday-level discounts typically begin the Monday before Thanksgiving, though Adobe’s data shows seasonal promotions now start in October with smaller markdowns. The deepest discounts remain concentrated during the “Cyber 5” period (Thanksgiving through Cyber Monday).
Are in-store deals better than online?
In-store and online discounts are generally comparable, but in-store shopping offers access to doorbusters and clearance items that may not be available online. However, online shopping provides easier price comparison and access to digital-only promotions. Adobe reports 54.5% of holiday spending now occurs on mobile devices.
How can I track historical prices quickly?
Install browser extensions like Honey or InvisibleHand for real-time price tracking, or use CamelCamelCamel for detailed Amazon price history charts going back several years. Set up price alerts 4-6 weeks before Black Friday for the most comprehensive tracking.
Why do some studies call Black Friday discounts “fake”?
Studies like ITMAGINATION’s reveal that many retailers inflate prices before Black Friday, making the discounts appear larger than they actually are. The “fake” label refers to this price manipulation, not the existence of savings entirely. Real savings often measure 5-15% rather than the advertised 30-50%.
Key takeaways
- Verified average discounts range from 28-38% across all categories, with comprehensive analysis showing significant variation by methodology and retailer mix
- Department stores offer the deepest discounts with JCPenney (76%), Belk (73%), and Macy’s (57%) leading verified rankings
- Warehouse clubs show the most conservative pricing with Costco averaging just 18% discounts due to everyday low pricing strategies
- Apparel and jewelry categories deliver the best savings at 35-45% average discounts, while electronics remain modest at 28-30%
- Price manipulation is widespread with verified research finding only 5.5% real price reductions after accounting for pre-sale inflation
- Mobile shopping dominates with 54.5% of holiday spending occurring on mobile devices, driving more flash sales and app-exclusive deals
- BNPL usage is surging with $18.2 billion spent through Buy Now, Pay Later options during 2024’s holiday season
- Track prices 4-6 weeks in advance using tools like CamelCamelCamel and Honey to establish genuine baseline pricing
- Compare deals against both retailer and category averages to identify truly exceptional offers versus marketing hype
- Read return policies carefully as some retailers modify terms during promotional periods, reducing the effective value of discounts
Sources & references
- Adobe Analytics Holiday Shopping Report 2024 — $241.4 billion total holiday spending, 54.5% mobile share, $18.2B BNPL spending
- ITMAGINATION Black Friday Analysis — Price manipulation study showing 5.5% real savings after inflation tactics
- Fit Small Business Black Friday Statistics — Category-specific discount data and 28% overall average across retailers
- Kiplinger Black Friday Report — Retailer ranking analysis and discount verification methodology
