With Black Friday sales starting earlier and many retailers offering even deeper price cuts this year, the personal-finance website WalletHub today released its report on 2018’s Best Stores for Black Friday.

WalletHub surveyed nearly 7,000 deals from 35 of the biggest U.S. retailers’ 2018 Black Friday ad scans to identify the stores offering the biggest discounts in various product categories such as “Appliances,” “Jewelry” and “Toys.”

The following are some highlights from the report:

Best Black Friday Retailers (Avg. % Discount)
1. Belk (68.91%)

2. JCPenney (65.13%)

3. Stage (62.08%)

4. Kohl’s (60.76%)

5. New York & Company (54.52%)

6. Payless ShoeSource (50.34%)

7. Dick’s Sporting Goods (49.94%)

8. Macy’s (48.74%)

9. Fred Meyer (45.30%)

10 Shopko (45.23%)

Key Stats

• Belk has the highest overall discount rate at 68.91 percent, whereas True Value has the lowest at 16.31 percent.

• The overall average discount for Black Friday is 37 percent. Consumers should aim for this discount amount or higher to avoid Black-Friday traps.

• The “Apparel & Accessories” category has the biggest share of discounted items, 23.28 percent of all offers, whereas the “Books, Movies and Music” category has the smallest at 0.82 percent.

To view the full report and each retailer’s rank in all product categories, please visit: