With 85% of American consumers planning to spend the same amount or less during the 2025 holiday season relative to 2024, the personal-finance company WalletHub today released its report on the Best Things to Buy on Black Friday in 2025. WalletHub determined that 36% of items offer no savings compared with their pre-Black Friday prices.
| Top 3 Product Categories | Worst 3 Product Categories |
| 1. Consumer Packaged Goods (29%) | 7. Appliances (21%) |
| 2. Apparel & Accessories (29%) | 8. Computers & Phones (16%) |
| 3. Jewelry (29%) | 9. Furniture (14%) |
Top 10 Deals
- ABS Eurus Ruby Gaming PC ($1,900 discount)
- La-Z-Boy Jax Rocker Recliner ($639 discount)
- HP - OmniBook X Flip 3K OLED Touch-Screen Laptop ($499 discount)
- Cartier x Sacai Trinity Cuff Earrings 18K Tricolor By Rebag ($489 discount)
- Sealy Dreamlife 12" Hybrid Mattress - Queen ($299 discount)
- Disney Princess Style Collection Fresh Prep Gourmet Kitchen ($194 discount)
- Calphalon - Premier 11-Piece Set - Stainless Steel ($150 discount)
- Landing Leathers Men WWII Suede Leather Bomber Jacket ($135 discount)
- Gamma+ Boosted Professional Hair Trimmer ($90 discount)
- Elizabeth Arden PREVAGE Anti-Aging Daily Serum ($75 discount)
“WalletHub found that around 36% of Black Friday items offer no real savings for consumers compared to their usual prices, but the items that are on sale are an average of 24% off, with the highest markdown at 87%.”
- Chip Lupo, WalletHub Analyst
Expert Commentary
What types of products are better to buy on Black Friday versus other times of the year?
“Generally, my answer in any other year would have been TVs, laptops (not the newest models), toys and game consoles and such electronics, as many of these items go on deep discount. But tariffs and inflation pressures have made these usual recommendations somewhat uncertain. Toys generally come from China and hopefully with the new agreements between the U.S. and China, tariffs may be on the lower side, if at all. In any case, it is best to check out the prices and shop around a bit for good deals given this uncertainty.”
P. K. Kannan – Professor, University of Maryland
“I've found Black Friday an excellent time to purchase high-end products. Many retailers offer significant discounts and 0% financing for up to 48 months on major brands. This makes getting items on your wish list more accessible.”
Michael Carr, Ph.D. "Dr. C" – Assistant Professor, Thomas More University
All things considered, are Black Friday discounts worth the hassle?
“Yes, for many people it is worth it, but not automatically. There are genuine deep discounts (especially for equipment nearing end‐of‐life or retailer clearance) and for shoppers who have done their homework tracking prices and comparing models etc. But with inflation, tariffs, and consumer confidence weaker (or at least cautious), the ‘value’ proposition may be less compelling this year. I suspect with rising costs of living and inflation many shoppers may plan to spend less this year. I would suggest looking before and beyond Black Friday for deals. It does not have to be on a single day. You might get similar value without the hassle of crowds. Also, online shopping and tracking prices is a more disciplined approach.”
P. K. Kannan – Professor, University of Maryland
“If you are making a big-ticket purchase (like an appliance, TV, or high-end electronic) and you can wait, then absolutely. This is one of the few times you'll see significant discounts and special financing on major brands. It's not worth it to hunt through endless lists of $20 items just to save $3. Those items are a net loss; your time and mental energy are worth more. More often than not, the 0% financing for 36-48 months is the real deal.”
Michael Carr, Ph.D. "Dr. C" – Assistant Professor, Thomas More University
Which items do you think will be in higher demand this year compared to previous years?
“I would say clothing and accessories, which is a strong category around this time. Then comes electronics. Gift cards are also popular around this time and I would expect it to be a strong category especially if gift givers find prices to be higher than usual. Gift cards allow one to stay within budget.”
P. K. Kannan – Professor, University of Maryland
“High-end electronics will continue to top most Black Friday lists. The biggest shift I'm seeing, however, is the rise of live selling on platforms like TikTok. It creates digital urgency and FOMO right from your couch. Live selling also collapses the sales funnel into a 60-second window: it's a review, demo, and checkout all in one. Finally, it's built on trust. Consumers trust a creator they follow more than a faceless corporate ad.”
Michael Carr, Ph.D. "Dr. C" – Assistant Professor, Thomas More University
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