Millions of Americans will likely head to their local retailers on Friday to try and take advantage of sales, but not every item will be a great deal. WalletHub's latest study finds that for shoppers looking for the best deals, Macy's (M) - Get Report , Stage and J.C. Penney (JCP) - Get Report will likely offer average discounts of nearly 63%. But, not everything will be on sale. About 17% of items will actually be more expensive on Black Friday than they currently are on Amazon.com (AMZN) - Get Report . If you have video game lovers on your shopping list, video games (software only) will offer the most value relative to their current prices. The worst deal on Black Friday: jewelry.