2017’s Best Things to Buy on Black Friday
1:28 AMPosted by: Richie Bernardo
Americans are obsessed with deals. Why else do we camp outside our favorite stores after a big holiday feast or force ourselves awake at ungodly hours to browse the virtual shopping aisles? Truth is, many of us find pleasure in buying merchandise at the deepest discounts and knowing we beat our fellow sale-addicted shoppers to the punch.
But while Black Friday is traditionally associated with the best prices, we should pause from our spending and ask: How good of a deal am I really getting? According to WalletHub’s holiday shopping survey, 53 percent of consumers said they don’t think Black Friday offers the most unbeatable bargains of the year.
To separate myth from fact, WalletHub’s number crunchers compared pre- and actual Black Friday prices for a broad selection of items. Using the price difference of each item, we isolated the offers that are truly worth the hassle of participating in America’s biggest shopping craze. You can find our complete ranking of the best items to buy on Black Friday, expert commentary and a detailed methodology below.
- Best Deals Overall
- Best & Worst Product Categories
- Share of Good Deals by Retailer
- Top 7 Deals by Retailer
- Ask the Experts
- Methodology
Yard Machines Gas Snow Blower, Single-Stage, 123cc Engine, 21-In. Path | |
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Black Friday Price After Discount: $249Pre-Black Friday Price*: $400Additional Discount for Waiting Until Black Friday: $151True Value |
Canon EOS Rebel T5i 18MP Digital SLR Camera Bundle | |
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Black Friday Price After Discount: $449Pre-Black Friday Price*: $699Additional Discount for Waiting Until Black Friday: $250Walmart |
Canon EOS Rebel T5i 18MP Digital SLR Camera with 18-55mm and 70-300mm Lens Bundle includes Rebel T5i, 18-55mm Lens, 70-300mm Lens, 16GB + 8GB SDHC Memory Cards, Bag, Tripod, Beach Camera Cloth + More | |
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Black Friday Price After Discount: $449Pre-Black Friday Price*: $699Additional Discount for Waiting Until Black Friday: $250Walmart |
*Depending on an item, our research team collected one or more of its advertised prices between Oct. 19 and Nov. 17. The “Pre-Black Friday Price” is the lowest of those prices for each item.
Best & Worst Product Categories
Percentages were calculated based on only the items in each category that matched offers posted on Amazon.com prior to Black Friday.
Embed on your website<a href="http://ift.tt/2AW6GHg; <img src="//d2e70e9yced57e.cloudfront.net/wallethub/posts/42167/additional-discount-for-waiting-until-black-friday-by-product-category-2017.png" width="" height="" alt="" /> </a> <div style="width:px;font-size:12px;color:#888;">Source: <a href="http://ift.tt/2yRrwGn;
Share of Good Deals by RetailerBelow is a comparison of retailers according to the percentage of “good” deals they offer — that is, compared with the same products from Amazon.com. If the price offered by retailers is lower than the price on Amazon.com, this was considered a good deal, with the opposite representing a bad deal. Please note that complete data were not available for some items and therefore were excluded from our analysis.
Embed on your website<a href="http://ift.tt/2AW6GHg; <img src="//d2e70e9yced57e.cloudfront.net/wallethub/posts/42169/percentage-of-good-deals-by-retailer-2017-v2.png" width="" height="" alt="" /> </a> <div style="width:px;font-size:12px;color:#888;">Source: <a href="http://ift.tt/2yRrwGn;
*Depending on an item, our research team collected one or more of its advertised prices between Oct. 20 and Nov. 17. The “Pre-Black Friday Price” is the lowest of those prices for each item.**A negative value indicates that a shopper would spend less by waiting until Black Friday to purchase the item.
Ask the ExpertsIs Black Friday really the best time to buy on a discount, or is it just a marketing ploy? We asked a panel of experts to share some insider secrets for Black Friday shoppers. Click on the experts’ profiles below to read their bios and responses to the following key questions:
- What types of products are better to buy on Black Friday versus other times of the year?
- Should most consumers ignore promotional deals where retailers provide deep discounts on a limited stock of an item? How can consumers judge if these “doorbusters” are worth the race to snag a deal?
- What is a good strategy for identifying the best deals on Black Friday?
- All things considered, are Black Friday discounts worth the hassle?
Shahriar Gias Assistant Professor of Marketing in the College of Business Administration at Nicholls State University
Ronald Kuntze Professor of Marketing and Director of the Nonprofit Institute at the University of New Haven
Rob Kleine Dean of the Western New England University College of Business
Michal Herzenstein Associate Professor of Economics in the Alfred Lerner College of Business and Economics at the University of Delaware
M. Berk Talay Associate Professor of Marketing in the Manning School of Business at the University of Massachusetts Lowell
Jose Mendoza Director of the Master of Science in Digital Marketing Program and Assistant Professor of Marketing at Sacred Heart University
David Cadden Professor Emeritus of Entrepreneurship and Strategy in the School of Business at Quinnipiac University
Anna R. McAlister Associate Professor of Marketing in the Gerrish School of Business at Endicott College


- Electronics (be very careful of the exact model numbers and brands for comparison); generally, this is a top category -- video games, older phones (from 9 months ago), last year's big screen TV, mainstream and budget laptops;
- Appliances, especially large appliances for the kitchen are also popular -- especially what was hot last year, and maybe not so hot this year;
- Furniture;
- Off season items -- that particularly may be left over from fall or late summer;
- Check out early-bird, and late-night owl discounts (day before, night after);
- Bring the ads with (if online, print them out).
- Jewelry;
- Winter clothes (it's just getting cold in most locations, they aren't going to give away anything).




- Savvy consumers such as Millennials and Generation Z consumers, leading the charge in online shopping;
- Older and suburban consumers, primarily shopping at department stores, discount stores, and electronic stores;
- Higher-income consumers favoring purchasing online, versus lower-income consumers preferring in-store shopping.


In order to determine the best and worst items to buy on Black Friday, WalletHub’s analysts first determined each item’s “Pre-Black Friday Price” by collecting its advertised price on Amazon.com between Oct. 20 and Nov. 17. For certain items, we collected two prices during that period and in such cases chose the lowest to represent the “Pre-Black Friday Price.”
We then collected the advertised price on 2017 Black Friday Ads for the same item on Black Friday in order to determine its “Black Friday Price.” Our sample excludes deals that did not have calculable percentage markdowns.
Finally, we ranked the items according to the overall difference in their prices between the two dates and determined which products would pay off the most for a shopper’s Black Friday hassle.
Sources: Data used to conduct this study were collected from BlackFriday.com and Amazon.com.
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