Record-breaking online sales during Black Friday week are coinciding with a sharp rise in returns and refund requests that could erode as much as 40% of brands' profits, according to new data from customer support platform eDesk.
The company reports that eCommerce sales in November 2025 reached USD $3.16 billion. This was a 51.91% increase on the same month in 2024.
Black Friday week alone generated USD $1.12 billion in online sales. This was just over a 70% rise on the previous year.
Average order values on Cyber Monday reached USD $75. This raises the financial impact of each post-purchase issue.
However, the research indicates that surging volumes of returns, refunds and complex payment queries are pushing customer service operations to breaking point. It also suggests that the rise of Buy Now, Pay Later (BNPL) services is adding an extra layer of strain.
eDesk says that from Black Friday through Christmas, returns and refunds increase by 40%. This extends the operational peak for retailers into January.
The company warns that this trend is now a structural challenge for online sellers. It links the pressure to both higher sales volumes and changing consumer behaviour.
Rising operational burden
eDesk's analysis finds that the cost of handling post-purchase issues is rising in line with sales. It says this is reducing margins even in a record-breaking season.
Customer service teams face higher ticket volumes and more complex cases. The work includes return logistics, refund processing and multi-party payment queries.
According to the data, BNPL-related support requests are a growing source of complexity. Searches related to BNPL on Black Friday jumped 35%.
These BNPL queries also take 22% longer to resolve than other issues. This increases handling time per customer and raises operational costs.
Delivery and tracking questions form another substantial share of post-purchase traffic. eDesk reports that they make up 20% of support tickets after orders are dispatched.
The company says this level of demand requires clearer communication and better visibility on order status.
Impact on loyalty
eDesk links the strain on support operations with a growing risk to customer loyalty. It notes that shoppers expect fast and effective responses across all channels.
Customer service delays or friction during the return journey can affect whether a one-time buyer becomes a repeat customer. The firm says that converting new customers into loyal ones is becoming more difficult as expectations rise.
The data highlights the role of the returns process in customer retention. eDesk finds that shoppers who report a satisfied return experience are 30% more likely to make another purchase within six months.
The company also points to the importance of service speed. It says that moving customers from email to real-time support channels such as chat typically cuts average resolution time by 50%.
Consumer behaviour is changing before the sale as well as after it. Pre-sale questions typically increase by 30% in the week before Black Friday as shoppers research products and policies.
Returns as growth lever
eDesk says its findings show that post-purchase interactions now sit at the centre of long-term customer value. The company argues that brands which manage returns and refunds efficiently can offset some of the margin pressure from high sales volumes.
Gareth Cummings, Chief Executive of eDesk, said that the returns experience is moving from a cost centre into a source of growth.
"Customer return interactions are crucial for building brand loyalty because positive experiences increase the likelihood of repeat purchases. Within six months of consistent, pleasant return experiences, customers are 30% more likely to buy again. This shift from viewing customer support as costly to recognising it as a growth driver underscores its strategic importance, especially during peak seasons when the average order value can reach $75," said Cummings.
The company concludes that operational efficiency in managing post-purchase issues will increasingly distinguish retailers that can maintain profit margins and secure repeat business after major sales events.
