Dive Brief:

• Shopping site Shop It To Me took a close look at the calendar year and found that the heaviest discount shopping day was Presidents Day — even more so than Black Friday.

• The average discount is 47% off on that Monday in February, compared to Labor Day (46% off), the Fourth of July (45% off), and Columbus Day (45% off).

• All those days beat Black Friday, which is infamous for having the best deals of the year, but which only has an average retail discount, according to this analysis, of 44% off.

Dive Insight:

Shop It To Me did right by its customers for Presidents Day, not just in analyzing which are the best discount days of the year, but also in guiding them to discount codes for full-price merchandise, sale-on-sale codes, and free shipping codes. Their findings, all in all, should give retailers pause for a couple of reasons: one, that Black Friday is not America’s most deeply discounted retail day, and, two, that sites like Shop It To Me are working really hard to find your customers a cheaper-than-cheapest price, whatever the day.