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What not to buy this year

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Shoppers walk along 5th Avenue on Black Friday in New York, US, on Friday, Nov. 25, 2022.

Bloomberg | Bloomberg | Getty Images

Retailers hype Black Friday sales, and it works.

This year, the number of people shopping between Thanksgiving Day and Cyber Monday could hit a record, according to the National Retail Federation’s annual survey.

But that doesn’t mean consumers are getting the lowest prices of the season.

According to WalletHub’s 2024 Best Things to Buy on Black Friday report, 41% of items at major retailers offer no savings compared with their pre-Black Friday prices.

The items that are on sale are marked down by 24%, on average. The site compared Black Friday advertisements against prices on Amazon earlier that fall. 

Don’t fall for deceptive deals

Expect up to 30% off on Black Friday

This year, in particular, some of the deals are already as good as they are going to get.

“Those holidays have gotten a little watered down because retailers want to maximize the selling days,” said Adam Davis, managing director at Wells Fargo Retail Finance.

“You are easily going to see 20% to 30% off,” Davis said — but “not necessarily storewide.”

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Depending on the retailer, some markdowns could be up to 50%, according to Lauren Beitelspacher, a professor of marketing at Babson College.

However, premium brands — including high-end activewear companies such as Nike, Alo or Lululemon — likely will not discount more than 30%, she said. “It’s a fine balance with maintaining the premium brand integrity and offering promotions.”

To that end, retailers will also try to lure shoppers to spend with incentives, such as a free gift card with a minimum purchase, Woroch said. “Many stores will also offer bonus rewards when you spend a certain amount on Black Friday.”

What not to buy on Black Friday

Typically, Black Friday is a great time to find rock-bottom prices on fall clothing — including flannels, denim, coats and accessories — as well as televisions and consumer electronics. 

But hold off on beauty and footwear, which are typically better buys on Cyber Monday, Woroch said.

McCarthy: Online sales will surpass physical store sales on Black Friday.

For those planning a trip, “Travel Tuesday” can be a good time to snag discounts on airfares, cruises and tour packages, with many hotels offering 20% to 30% off best available rates. Travelers can check out Travel Tuesday deals from 2023 to get an idea of what to expect this year.

With toys, it could pay to hold out until the last two weeks of December, and holiday decorations are cheaper the last few days before Christmas or right after, according to Woroch.

Exercise equipment, linens and bedding tend to be marked down more during January’s “white sales,” she said, and furniture and mattress deals are often better over other holiday weekends throughout the year, such as Presidents’ Day, Memorial Day and Labor Day weekends.

How to get the lowest prices of the season

Shoppers walk through the retail district near Oxford Circus as the annual Black Friday sale event arrives. In-store Black Friday spending is expected to grow by 7.3 per cent in the UK this year. 

Leon Neal | Getty Images News | Getty Images

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How to review your insurance policy

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PUNTA GORDA – OCTOBER 10: In this aerial view, a person walks through flood waters that inundated a neighborhood after Hurricane Milton came ashore on October 10, 2024, in Punta Gorda, Florida. The storm made landfall as a Category 3 hurricane in the Siesta Key area of Florida, causing damage and flooding throughout Central Florida. (Photo by Joe Raedle/Getty Images)

Joe Raedle | Getty Images News | Getty Images

It’s officially hurricane season, and early forecasts indicate it’s poised to be an active one.

Now is the time to take a look at your homeowners insurance policy to ensure you have enough and the right kinds of coverage, experts say — and make any necessary changes if you don’t.

The National Oceanic and Atmospheric Administration predicts a 60% chance of “above-normal” Atlantic hurricane activity during this year’s season, which spans from June 1 to November 30.

The agency forecasts 13 to 19 named storms with winds of 39 mph or higher. Six to 10 of those could become hurricanes, including three to five major hurricanes of Category 3, 4, or 5.

You should pay close attention to your insurance policies.

Charles Nyce

risk management and insurance professor at Florida State University

Hurricanes can cost billions of dollars worth of damages. Experts at AccuWeather estimate that last year’s hurricane season cost $500 billion in total property damage and economic loss, making the season “one of the most devastating and expensive ever recorded.”

“Take proactive steps now to make a plan and gather supplies to ensure you’re ready before a storm threatens,” Ken Graham, NOAA’s national weather service director, said in the agency’s report.

Part of your checklist should include reviewing your insurance policies and what coverage you have, according to Charles Nyce, a risk management and insurance professor at Florida State University. 

“Besides being ready physically by having your radio, your batteries, your water … you should pay close attention to your insurance policies,” said Nyce.

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You want to know four key things: the value of property at risk, how much a loss could cost you, whether you’re protected in the event of flooding and if you have enough money set aside in case of emergencies, he said.

Bob Passmore, the department vice president of personal lines at the American Property Casualty Insurance Association, agreed: “It’s really important to review your policy at least annually, and this is a good time to do it.”

Insurers often suspend policy changes and pause issuing new policies when there’s a storm bearing down. So acting now helps ensure you have the right coverage before there’s an urgent need.

Here are three things to consider about your home insurance policy going into hurricane season, according to experts.

1. Review your policy limits

2. Check your deductibles

Take a look at your deductibles, or the amount you have to pay out of pocket upfront if you file a claim, experts say.

For instance, if you have a $1,000 deductible on your policy and submit a claim for $8,000 of storm coverage, your insurer will pay $7,000 toward the cost of repairs, according to a report by NerdWallet. You’re responsible for the remaining $1,000.

A common way to lower your policy premium is by increasing your deductibles, Passmore said. 

Raising your deductible from $1,000 to $2,500 can save you an average 12% on your premium, per NerdWallet’s research.

But if you do that, make sure you have the cash on hand to absorb the cost after a loss, Passmore said.

Why the U.S. has a home insurance crisis

Don’t stop at your standard policy deductible. Look over hazard-specific provisions such as a wind deductible, which is likely to kick in for hurricane damage.

Wind deductibles are an out-of-pocket cost that is usually a percentage of the value of your policy, said Nyce. As a result, they can be more expensive than your standard deductible, he said. 

If a homeowner opted for a 2% deductible on a $500,000 house, their out-of-pocket costs for wind damages can go up to $10,000, he said.

“I would be very cautious about picking larger deductibles for wind,” he said.

3. Assess if you need flood insurance

Floods are usually not covered by a homeowners insurance policy. If you haven’t yet, consider buying a separate flood insurance policy through the National Flood Insurance Program by the Federal Emergency Management Agency or through the private market, experts say. 

It can be worth it whether you live in a flood-prone area or not: Flooding causes 90% of disaster damage every year in the U.S., according to FEMA.

In 2024, Hurricane Helene caused massive flooding in mountainous areas like Asheville in Buncombe County, North Carolina. Less than 1% of households there were covered by the NFIP, according to a recent report by the Swiss Re Institute. 

If you decide to get flood insurance with the NFIP, don’t buy it at the last minute, Nyce said. There’s usually a 30-day waiting period before the new policy goes into effect. 

“You can’t just buy it when you think you’re going to need it like 24, 48 or 72 hours before the storm makes landfall,” Nyce said. “Buy it now before the storms start to form.” 

Make sure you understand what’s protected under the policy. The NFIP typically covers up to $250,000 in damages to a residential property and up to $100,000 on the contents, said Loretta Worters, a spokeswoman for the Insurance Information Institute.

If you expect more severe damage to your house, ask an insurance agent about excess flood insurance, Nyce said.

Such flood insurance policies are written by private insurers that cover losses over and above what’s covered by the NFIP, he said.

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Average 401(k) savings rate hits a record high. See if you’re on track

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Seksan Mongkhonkhamsao | Moment | Getty Images

The average 401(k) plan savings rate recently notched a new record high — and the percentage is nearing a widely-used rule of thumb.

During the first quarter of 2025, the 401(k) savings rate, including employee and company contributions, jumped to 14.3%, according to Fidelity’s quarterly analysis of 25,300 corporate plans with 24.4 million participants.

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Despite economic uncertainty, “we definitely saw a lot of positive behaviors continue into Q1,” said Mike Shamrell, vice president of thought leadership for Fidelity’s Workplace Investing. 

The report found that employees deferred a milestone 9.5% into 401(k) plans during the first quarter, and companies contributed 4.8%. The combined 14.3% rate is the closest it’s ever been to Fidelity’s recommended 15% savings target.    

Two-thirds of increased employee deferrals during the first quarter came from “auto-escalations,” which automatically boost savings rates over time, usually in tandem with salary increases, Shamrell said.

You should aim to save at least 15% of pre-tax income each year, including company deposits, to maintain your current lifestyle in retirement, according to Fidelity. This assumes you save continuously from ages 25 to 67.

But the exact right percentage for each individual hinges on several things, such as your existing nest egg, planned retirement date, pensions and other factors, experts say.

“There’s no magic rate of savings,” because everyone spends and saves differently, said certified financial planner Larry Luxenberg, founder of Lexington Avenue Capital Management in New City, New York. “That’s the case before and after retirement.”

There’s no magic rate of savings.

Larry Luxenberg

Founder of Lexington Avenue Capital Management

Don’t miss ‘free money’ from your employer

If you can’t reach the 15% retirement savings benchmark, Shamrell suggests deferring at least enough to get your employer’s full 401(k) matching contribution.

Most companies will match a percentage of your 401(k) deferrals up to a certain limit. These deposits could also be subject to a “vesting schedule,” which determines your ownership based on the length of time you’ve been with your employer.

Still, “this probably [is] the closest thing a lot of people are going to get to free money in their life,” he said.

The most popular 401(k) match formula — used by 48% of companies on Fidelity’s platform — is 100% for the first 3% an employee contributes, and 50% for the next 2%.

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Average 401(k) balances fall due to market volatility, Fidelity says

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A few months of market swings have taken a toll on retirement savers.

The average 401(k) balance fell 3% in the first quarter of 2025 to $127,100, according to a new report by Fidelity Investments, the nation’s largest provider of 401(k) plans.

The average individual retirement account balance also sank 4% from the previous quarter to $121,983, the financial services firm found. Still, both 401(k) and IRA balances were up year over year.

The majority of retirement savers continue to contribute, Fidelity said. The average 401(k) contribution rate, including employer and employee contributions, increased to 14.3%, just shy of Fidelity’s suggested savings rate of 15%.

“Although the first quarter of 2025 posed challenges for retirement savers, it’s encouraging to see people take a continuous savings approach which focuses on their long-term retirement goals,” Sharon Brovelli, president of workplace investing at Fidelity Investments, said in a statement. “This approach will help individuals weather any type of market turmoil and stay on track.”

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U.S. markets have been under pressure ever since the White House first announced country-specific tariffs on April 2.

Since then, ongoing trade tensions between the U.S. and European Union as well as China, largely due to President Donald Trump‘s on-again, off-again negotiations, caused some of the worst trading days for the S&P 500 since the early days of the Covid-19 pandemic.

However, more recently, markets largely rebounded from earlier losses. As of Wednesday morning, the Dow Jones Industrial Average was roughly flat year-to-date, while the Nasdaq Composite and S&P 500 were up around 1% in 2025.

‘Have a long-term strategy’

“It’s important to not get too unnerved by market swings,” said Mike Shamrell, Fidelity’s vice president of thought leadership.

Even for those nearing retirement age, those savings should have a time horizon of at least 10 to 20 years, he said, which means it’s better to “have a long-term strategy and not a short-term reaction.”

Intervening, or trying to time the market, is almost always a bad idea, said Gil Baumgarten, CEO and founder of Segment Wealth Management in Houston.

“People lose sight of the long-term benefits of investing in volatile assets, they stay focused on short-term market movements, and had they stayed put, the market would have corrected itself,” he said. “The math is so compelling to look past all that and let the stock market work itself out.”

For example, the 10 best trading days by percentage gain for the S&P 500 over the past three decades all occurred during recessions, often in close proximity to the worst days, according to a Wells Fargo analysis published last year.

And, although stocks go up and down, the S&P 500 index has an average annualized return of more than 10% over the past few decades. In fact, since 1950, the S&P has delivered positive returns 77% of the time, according to CNBC’s analysis.

“Really, you should just be betting on equities rising over time,” Baumgarten said.

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