Yes, the holiday season is upon us, and with that comes one of the things I consider a little strange in our culture: Black Friday. The wild days of people camping outside stores, waiting for doors to swing open, or getting into full-blown wrestling matches over electronics feel like a distant memory. If you grew up in the 80s or 90s, you remember how chaotic it could get. Thankfully, things are a bit calmer now thanks to online shopping. Although plenty of folks still head out in search of an in-store deal, we can all agree it is nothing like it used to be, and that is probably for the best.

Here in Montana, we are no different when it comes to wanting a good bargain. Saving money is part of the fun of the holiday season. WalletHub recently dug into where shoppers can score the biggest Black Friday discounts, and some of the findings are pretty interesting.

Credit: unsplash
Credit: unsplash
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According to their report, Black Friday is still a major tradition across the country, but shoppers are changing how they approach it. In 2024, more Americans chose to stay home and shop online, with over 87 million online shoppers compared to about 81 million going in person.

WalletHub reviewed more than 3,100 deals from 13 major retailers to figure out who had the BEST discounts for 2025. JCPenney came out on top with an average discount of 74.1 percent. This is the seventh time they have taken first place since 2014. Belk earned second place with an average discount of 72.4 percent, although we do not have those stores here in Montana. Thankfully, their online deals are still an option. Kohl’s rounded out the top three with an average discount of 45.4 percent.

Getty Images for David Beckham F
Getty Images for David Beckham F
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Whether you are shopping from the couch or brave enough to venture into the stores, Black Friday still offers plenty of ways to save. The frenzy may have changed, but the hunt for a great deal is here to stay.

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