Every year, millions of Americans wait for big sales like Black Friday, Cyber Monday, and Prime Day—but do these shopping events actually save you money? Retail data suggests the answer might surprise you. In some categories, discounts can reach 20% to 30%, potentially saving shoppers hundreds of dollars if they buy strategically. So how much can the average person really save during discount season—and when are the best deals actually happening? Here’s what the data reveals.