STUDY: Black Friday may not offer best shopping deals

SAN FRANCISCO (KGO) -- Despite all the hype, it seems the best day for shopping for holiday deals is not Black Friday.

According to a new study, the best deals are actually offered on Thanksgiving Day.

Retail pricing data from Adobe Systems predicts an average discount of 24 percent on Thanksgiving.

That's better than the average of about 20 percent on Cyber Monday or about 23 percent on Black Friday.

Think you'll do better online than in the store? Experts say in-store and online prices are usually the same, with the exception of doorbusters.