For the second Holiday Season in a row online retail giant Amazon tops the list of retailers by BrandIndex Value with Target coming in at second position. This year Wal-Mart made it into the top 5 taking over the number 3 position from Kohl’s.

Best Buy this year drops out of the top 5 to number 8 position.

Three Gap Inc. retailers - Banana Republic, Old Navy and Gap – fill the top 3 positions as Value improvers.

Methodology
The top holiday retail chains were measured with YouGov BrandIndex’s Value score, which asks respondents: "Does it give good value for what you pay?" Results were filtered for respondents age 18 and over.