We analyzed 3,065 verified deals across 55 retailers and 38 categories to answer one question: where are the real savings online — and where are discounts shallower than they look?
The category you shop in matters more than most people realize. The gap between the deepest-discounting category (Fragrance & Perfumes at 70%) and the shallowest (Sports at 15%) is substantial — shop accordingly. Showing the 10 deepest and 5 shallowest of 38 categories analyzed.
Specialty retailers in soft goods and home categories tend to discount most aggressively, while premium electronics brands hold their pricing — a smaller discount on a premium item can still mean larger absolute savings.
This analysis covers all active, verified deals listed on WhatNotSell as of the report date — 3,065 deals across 55 retailers and 38 categories. Only listings with a confirmed discount (a verified original price and current price) are included; promotional placeholders and catalog items without a genuine markdown are excluded.
WhatNotSell lists 208+ retailers in total, spanning both flagged discounts and regular catalog listings. This report focuses only on the 55 retailers with at least 10 items carrying a confirmed markdown — the rest sell at everyday pricing without a tracked discount, so they fall outside a discount-depth analysis by definition.
Categories and retailers with fewer than 10 active deals are omitted from the rankings to avoid small-sample distortion. A small number of merchants whose catalogs are dominated by a single evergreen promotion are excluded from the retailer ranking for fairness. Discount percentages are averaged per category and per retailer.
Because WhatNotSell's data is live, these figures shift over time as new deals are imported and old ones expire. This report updates automatically as the underlying data changes.
WhatNotSell verifies and scores every deal 0–100 so you can tell a real discount from a marketing number.
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