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.

10-year tenure changes in sales and marketing

When it comes to understanding the dynamics of employee retention in sales and marketing professions, a closer look at the 10-year changes in average tenure across various occupations provides valuable insights.

Sales and related occupations have maintained a steady average tenure over the past decade. While the average tenure hasn’t dropped, it's one of the lowest of the roles we analyzed, with the average employee staying at a company for under three and a half years. 

In contrast, business and financial operations occupations, encompassing roles such as financial analysts, accountants, and auditors, have seen a 17.31% decrease in average tenure over the same period. In 2012, the average tenure was 5.2 years, but by 2022, it had dropped to 4.3 years — which is still higher than sales roles. For those in computer and mathematical occupations, tenure has decreased by 12.50% over the past decade. The tenure dropped from 4.8 years in 2012 to 4.2 years in 2022. 

Management occupations, which cover a wide range of leadership roles, have experienced a relatively minor decrease in average tenure. The data shows a 1.59% decline over the decade, with tenure slightly dropping from 6.3 years in 2012 to 6.2 years in 2022. 

Analyzing 10-year wage changes

Examining the wage trends over the past decade across these same occupations provides further insights into the economic landscape of these professions.

Sales and related occupations have seen a notable 10.62% increase in average wages over the past decade, rising from $31,902 in 2012 to $35,290 in 2022. This figure is still low compared to other roles in similar industries, reflecting the trend of low tenures. For computer and mathematical occupations, there has been a modest 3.69% increase in average wages, from $96,863 in 2012 to $100,440 in 2022. 

In contrast, business and financial operations occupations have experienced a 3.18% decline in average wages over the same period. Accounting for inflation, wages have dropped an average of $2,525 over the past 10 years. This decrease, combined with a significant drop in tenure, might indicate growing challenges in retaining talent within these roles. 

Management occupations, which typically cover a wide range of leadership roles, have seen a 9.98% decrease in average wages over the past decade. Despite this decrease, management roles continue to offer some of the highest compensation across the sectors analyzed.

Comparing tenure to wage by industry

We first analyzed average wage changes over 10 years. Do increases in salary lead to increases in how long an employee stays with a company? Let’s dive into the findings, broken down by industry. 

• Farming, fishing, and forestry occupations have seen a 5.13% increase in average tenure over the past decade, alongside a significant 38.09% increase in wages. This strong correlation suggests that improved compensation may be encouraging workers to stay longer in these demanding and often seasonal roles.

• For personal care and service occupations, which include roles such as childcare workers, hairstylists, and fitness trainers, there has been a 10.00% decline in average tenure over the past decade, despite an 18.41% increase in average salary. This may indicate an effort to attract and retain new talent, even as the sector struggles with retention.

• In the building and grounds cleaning and maintenance sector, which includes janitors, landscapers, and custodians, the past decade has seen a similar trend, with a 10.00% decline in tenure. However, this industry has experienced a 17.54% increase in wages, further reiterating that salary increases are not the sole solution to retention.  

• Sales roles, which span positions from retail associates to sales managers, have shown no change in average tenure over the past decade, with a 0.00% change. However, wages have increased by 10.62%. This wage growth, despite the static tenure, could indicate efforts to enhance the appeal of sales positions, potentially to attract new talent or reward performance.

• In contrast, architecture and engineering occupations have seen a 25.71% decrease in average tenure, coupled with a 10.38% decline in wages. This simultaneous drop in both tenure and wages highlights a potential challenge for this industry in retaining skilled professionals, possibly due to shifting market demands or changes within the industry itself. 

These trends across various industries underline the complex relationship between employee retention and compensation. While some industries have seen both tenure and wages decrease, others have increased wages to counteract declining tenure. 

Closing Thoughts

As businesses navigate these dynamics, it's essential to recognize that employee happiness is closely tied to retention. Ensuring that your employees have the tools and support they need to succeed can make a significant difference in their job satisfaction and loyalty.

One way to make your employees' lives easier is by providing them with intuitive, user-friendly business software. Freshworks AI-powered products are empowering your team to work smarter, not harder. By automating repetitive tasks, providing clear insights, and offering a seamless experience, Freshworks helps reduce the daily grind, allowing your employees to focus on what they do best—building strong, lasting customer relationships.

Explore how Freshworks products can enhance both your team's productivity and their overall job satisfaction, leading to a more engaged and committed workforce.

Methodology

To determine the industries with the best and worst retention, we analyzed Bureau of Labor Statistics data from 2012 to 2022. We analyzed the percentage change in median tenure between 2012 to 2022 and 2020 to 2022 to measure 10- and 2-year changes.

We also analyzed the median wage over the same time period. We adjusted all years to 2022 dollars to account for inflation.