Black Friday and Cyber Monday 2025 weren’t just about gadgets, fashion and groceries also became a major shopping destination this time.
Rising inflation has put pressure on consumer budgets, making grocery deals even more attractive. According to DataWeave’s analysis, retailers like Walmart, Amazon, and Target have turned the grocery section into a competitive arena to attract price-conscious shoppers.
Study Overview Black Friday Deals Superstores
The study, conducted by DataWeave, analyzed 18,324 SKUs available at major U.S. retailers from November 10 to November 29, 2025. The study aimed to explore discount patterns, brand strategies, and the best grocery offers
Retailer-Level Insights
When it comes to discounts, Walmart clearly dominated the grocery segment:
- Walmart offered the highest average absolute discount (~27.6%) and additional discount (~18%)
- Amazon followed with around 20.4% average absolute discount, while
- Target came next with ~14% average discounts
This data shows Walmart’s aggressive pricing strategy aimed at attracting shoppers looking for maximum value.
Sub-Category Highlights
Each retailer had specific strengths across grocery sub-categories:
- Pantry Essentials: Walmart offered an impressive 31.2% discount.
- Beverages: Walmart again led with a 33.4% average discount.
- Fresh Produce: Amazon took the lead slightly ahead of others with a 27% discount.
Brand-Level Insights
Among top grocery brands, Lay’s emerged as a major player — offering around 37.52% absolute discount and 26.23% additional discounts.
Other notable brands such as Cesar (dog food), Tide (laundry), and Doritos showed a surge in “share of search,” meaning their promotions gained significant online traction and visibility.
Matched Product Analysis
When 1,433 identical products were compared across the three retailers, Walmart once again proved to be the price leader:
- Walmart: ~44.60% average discount
- Target: ~36.73%
- Amazon: ~6.3%
This demonstrates Walmart’s consistent dominance in offering lower prices on identical grocery items.
Category-Specific Leadership
Looking deeper into sub-categories across matched items:
- Walmart led in pet products, dairy & eggs, household essentials, frozen foods, and meat & seafood.
- Target performed well in select brands such as Betty Crocker and Chobani.
- Amazon, however, remained less competitive in grocery pricing during this sale period.
Conclusion
The DataWeave 2024 analysis highlights how grocery retail is evolving during big sale events like Black Friday Deals Superstores. With inflation continuing to impact shoppers, consumers are looking for deeper discounts and better value. Retailers that focus on strategic promotions and competitive pricing — like Walmart — are most likely to capture a larger share of the grocery market