The busiest shopping hours on Black Friday and Cyber Monday

As the holiday shopping season ramps up, Black Friday and Cyber Monday remain two of the busiest days of the year for retailers. But with extended sales windows and week-long deals becoming the norm, are the once iconic early morning doorbusters still the prime time for shoppers?

Beyond holiday shopping habits, how do consumers prefer to interact with customer service during the frenzy? Do they lean more toward chatbots to avoid long wait times, or do they still seek the personalized touch of live agents? With customer satisfaction on the line, understanding these preferences is crucial for retailers navigating peak shopping hours.

We surveyed over 3,000 U.S. shoppers to uncover trends in online and in-store shopping behavior during the Black Friday weekend. Let’s take a closer look at how shoppers behave on the busiest shopping days of the year and how customer service teams should adapt to meet the challenge.

Key findings of the Black Friday survey

1. 53% of Americans have no plans to shop in person this Black Friday.

2. 17% of in-person Black Friday shoppers plan to start on the evening of Thanksgiving. The busiest in-store shopping hours this Black Friday will be between 6 and 10 am. 

3. Most online Black Friday shoppers plan to start shopping online on Thanksgiving day. On the day itself, the busiest online shopping hours will be between 8 and 10 am.

4. Over a third of Americans spend more than 3 hours shopping during Black Friday weekend.

5. Over half of Americans (51%) feel less pressure to shop on Black Friday due to the extended timeframe of Black Friday deals in recent years.

6. Most Americans (69%) prefer live chat with a human agent for customer service issues while shopping online during holiday sales events.

7. Nearly 80% of Americans expect phone support from a customer service agent within 10 minutes or less on Black Friday weekend.

8. 85% of consumers expect online chat support within 5 minutes or less on Black Friday weekend.

9. 53% of Americans have not made a purchase or abandoned their cart due to poor customer service on Black Friday or Cyber Monday.

10. 41% of Americans think 24/7 customer service availability is extremely important on these shopping holidays.

When will people start their Black Friday and Cyber Monday shopping this year?

Black Friday and Cyber Monday shopping habits are shifting as extended sales windows and online deals become the norm. 53% of Americans have no plans to shop in person this Black Friday, with many opting for the convenience of online shopping instead. For those venturing out, the busiest in-store hours are expected between 6 and 10 a.m., with 17% of shoppers planning to kick off their in-person Black Friday shopping as early as Thanksgiving evening. However, long lines are testing shoppers' patience—while the largest share of Americans (31%) are willing to wait in a line between 15 and 30 minutes, only 3.9% are willing to stand in line for over an hour. Meanwhile, 14.4% say they won’t wait in line at all.

And when it comes to generational differences, the early birds and night owls are clear: Gen X plans to kick off their in-store Black Friday shopping the earliest, with most heading out before midnight on Thanksgiving, while millennials are set to start the latest, between 10 a.m. and noon. Gen Z shoppers will begin their in-person shopping between 8 and 10 a.m., right alongside baby boomers who prefer a similar start time.

Online shopping patterns tell a similar story. Many online Black Friday shoppers (43%) plan to start browsing on Thanksgiving, with the busiest online hours projected between 8 and 10 a.m. on Black Friday itself. Interestingly, 17% plan to avoid online shopping on Cyber Monday. For those who do participate, the early hours between midnight and 6 a.m. are when most shoppers will hit the digital checkout—except for Gen Z, who prefer a leisurely start between 10 a.m. and noon. With over a third of Americans now spreading out their purchases over several days, it's clear that the traditional “one-day-only” frenzy is losing some of its urgency.

Americans are still dedicating ample time to holiday shopping

Over half of Americans (51%) now spend 1 to 3 hours shopping over Black Friday weekend, while a third dedicate more than 3 hours to finding the best deals. And with 51% of shoppers feeling less pressure to make purchases on the actual day of Black Friday, retailers need to stay adaptable, ensuring customer service and support are available throughout this extended shopping period.

When will people in each state start their Black Friday and Cyber Monday shopping?

Black Friday in-store shopping times vary widely across the U.S. In states like Arkansas, Colorado, Kentucky, Michigan, Missouri, Ohio, Tennessee, and Virginia, most shoppers plan to hit the stores on Thanksgiving evening to get a head start on Black Friday. Meanwhile, the earliest risers can be found in Delaware, Illinois, Kansas, and South Carolina, where shoppers are expected to kick off their in-store Black Friday spending between 12 and 6 a.m. on the day itself.

Regarding Cyber Monday, shoppers in Florida, Georgia, New York, Pennsylvania, Texas, and 18 other states will likely be online during the early morning hours, with most planning to start shopping online between 12 and 6 a.m.

This trend highlights the importance of round-the-clock customer support during peak shopping hours as more consumers embrace the convenience of online deals. Retailers must be prepared to meet these early-bird shoppers with responsive service and smooth digital experiences.

Americans’ biggest Black Friday weekend pet peeves

While Black Friday weekend is known for its deals and discounts, it’s also notorious for shopper frustrations. From crowded stores to long wait times, certain pain points can quickly sour the shopping experience.

The most frustrating aspects of shopping in-store on Black Friday are:

• Crowded stores: 72.7%

• Long checkout lines: 71.6%

• Items being sold out before I can buy them: 56.0%

• Difficulty finding parking: 52.1%

• Not enough inventory for advertised deals: 40.8%

• Rude or stressed-out staff: 38.2%

• Inconsistent pricing compared to online: 31.8%

• Difficulty getting support from customer service: 14.8%

The most frustrating aspects of shopping online during Black Friday weekend are:

• Items going out of stock too quickly: 72.5%

• Website crashes or slow loading times: 66.4%

• Finding out deals aren’t as good as advertised: 50.7%

• Promo codes not working: 44.7%

• Unexpected shipping delays or costs: 35.5%

• Comparing prices across multiple websites: 25.2%

• Complicated checkout process: 21.2%

• Difficulty getting support from customer service: 20.8%

• Too many emails and notifications: 13.2%

How shoppers prefer customer support during holiday sales events

During major holiday sales events, speed and accessibility in customer support are critical. Most Americans (69%) prefer live chat with a human agent over chatbot, email, or phone support for resolving issues while shopping online. However, Gen Z stands out as the generation most likely to prefer working with an AI chatbot for customer service during Black Friday weekend, reflecting a shift toward comfort with automated solutions. Among those who prefer phone support, primarily baby boomers, nearly 80% expect assistance within 10 minutes and are unwilling to wait on hold any longer than that.

Customer service can make or break a purchase decision

Whether customers are dealing with payment problems or website glitches—responsive customer service is cited as the top reasons shoppers seek help. In fact, over half of Americans (53%) have abandoned their cart due to poor customer service during these high-demand shopping days. Freshdesk Omni, Freshworks' omnichannel customer service software helps companies to meet customers expectations, ensuring that support teams can handle the surge in inquiries efficiently. 

With 85% of shoppers expecting chat support from a customer service agent within 5 minutes or less and 42%, especially baby boomers and Gen Zers, looking for responses in under a minute, AI-powered automation like Freshworks’ Freddy AI can bridge the gap and increase support efficiency without sacrificing the human touch. While consumers may prefer live agents, AI capabilities can seamlessly handle routine queries, helping human agents focus on more complex issues. This hybrid approach ensures faster resolution times and a smoother customer experience, which is key to retaining brand loyalty—something that 79% of Americans say is directly tied to responsive customer support during Black Friday and Cyber Monday.

The demand for 24/7 support is more important than ever

Nearly 80% of shoppers highlighting 24/7 customer service as crucial during peak shopping hours. With Freshworks’ cloud-based solutions, support teams can stay responsive around the clock, no matter the time zone or volume of inquiries. This ensures that businesses not only meet the high expectations of today’s shoppers but also create a seamless experience that keeps customers engaged and loyal, helping drive immediate sales and long-term satisfaction.

How shoppers prefer chatbot support during holiday sales events

Chatbots play a key role in providing quick assistance during the Black Friday rush, but their use cases need to be carefully aligned with shopper expectations. While Americans tend to favor live agents for resolving complex customer service issues, chatbots excel in specific areas such as order tracking and status updates—tasks that 80.8% of shoppers prefer to handle through automated systems. Chatbots also shine when helping customers check item availability or apply promo codes.

Not all chatbot experiences are seamless

Nearly half of Americans (47%) reported feeling frustrated with AI chatbots while shopping online during Black Friday and Cyber Monday. The key to reducing this frustration is ensuring that chatbots are used for the right tasks and are backed up by human agents when needed. By leveraging solutions like Freshworks' Freddy AI, businesses can balance automation and human support, creating an efficient and customer-friendly experience that aligns with shoppers' expectations.

Closing Thoughts

As Black Friday and Cyber Monday evolve, one thing remains clear: customer expectations are higher than ever. Shoppers want fast, reliable support across every touchpoint, whether they’re resolving website glitches, tracking orders, or applying discounts. With the rise of extended sales windows and shifting shopping habits, retailers must be prepared to meet these demands around the clock.

With Freshworks, businesses have the tools to meet these challenges head-on. Customer service solutions like Freshdesk are powered by AI and designed to enhance customer experiences by seamlessly integrating automation with human support, ensuring customers get the help they need when they need it. Whether it’s resolving technical issues or managing high volumes of inquiries, Freshworks enables brands to deliver exceptional service at every touchpoint, driving both immediate sales and long-term customer loyalty during the busiest shopping days of the year.

Methodology

The Black Friday and Cyber Monday statistics in this study are derived from a survey of 3,015 U.S. shoppers across 44 states. The following states were not included due to limited survey respondents: Alaska, Montana, North Dakota, South Dakota, Vermont, and Wyoming. The survey ran from October 8 to 14, 2024.