Black Friday Scams: Spotting Common Tricks and Tips to Stop Fraudsters

Black Friday has arguably become the busiest shopping period both online and in-store during the holiday shopping season, and with it comes a wave of typical Black Friday scams, including gift card scams. That’s why Black Friday is often referred to as ‘Black Fraud Day’ due to the increase in scams during this shopping season. The hype around mega-cuts, limited-time offers, and holiday retail stress, year on year, is prime fodder for cybercriminals. The most common Black Friday scams usually peak in November and early December and hit consumers across the globe. This article examines how Black Friday and Cyber Monday scams operate, the warning signs, and strategies to protect your money and sensitive information.

Key highlights

• Find out how fraud around seasonal sales operates and why this is a prime time for cybercriminals.
• Learn how scammers leverage fake websites, deceptive discounts, phishing emails, and fraudulent ads to deceive shoppers and take their money.
• Discover actionable tips on identifying fraudulent specials before you ever click “Buy”.
• Take real steps on what to do if you fall victim to a scam.
• Realize how advances in technology, AI among them, have made fraud harder to detect.
• Enhance your digital safety and reduce your risk of being exploited during major retail events.

Why are Black Friday frauds so common?

Seasonal retail events have blossomed into one of the year’s biggest global retail events, with billions in spending online in just a couple of days. This sudden spike in digital transactions creates something of a breeding ground for the likes of cybercriminals. Cybersecurity organizations and even banks and consumer protection groups say there has been a sharp rise in seasonal retail online scams, including social media scams, fake sites, phishing attacks, counterfeit goods, and fraudulent ads during November each year.

The latest data is a signal about the mounting threat of advances in AI: according to Barclays, 34% of Gen Z adults stay away from online retail over fraud concerns, demonstrating how widespread and devastating digital fraud has become. And that’s true: generative AI tools have made scams look frighteningly believable and easier than ever to fall for. During the 2025 holiday season, financial institutions recorded year-on-year increases in e-commerce fraud, specifically involving counterfeit products, phishing threats, financial information, and lookalike virtual storefronts tailored to scam customers for cash.

Why holiday season fraud is so widespread

Black Friday scammers capitalize on a peculiar combination of psychological cues, the season, and high transaction volume, taking advantage of people’s hard-earned money.

Contributing elements to the risk of losing personal details, including your bank account, include:

• High demand for specials. The crush of discounted goods, particularly electronics, fashion, and appliances, pushes users to be more immediate in their purchases and less likely to verify a deal’s credibility.
• Urgency and limited-time offers. Countdown timers, limited quantity offers like “Only 2 items left!”, and early-access promotions encourage impulsive decision-making, leading to fraud opportunities.
• Growth of fake websites and fake ads. Criminals create lookalike online stores and run paid advertisements through social media. AI tools have made the creation of convincing fake websites and phishing emails much easier. Some imitate trusted retailers, others are introduced as new “pop-up vendors” peddling items that never arrive.
• Social engineering tactics. Scammers use emotional manipulation, a feeling of exclusion, reward promises, or fake problems with the order, to pressure users to click on toxic links or phishing emails and share payment information.
• Overwhelming discounts are meant to mislead. During this season, retailers advertise steep price drops. Fraudsters take advantage of these discounts in order to make their scams look more convincing.
• Higher quantity of email and SMS volume. Marketing emails and delivery notifications are anticipated to appear at this stage, making it much harder for users to distinguish legitimate messages from scam and spam emails, which could lead to discrepancies in their bank statements.
• An increase in international online traffic. As millions are also buying around the globe, fraud detection systems are overwhelmed, and criminals take advantage of security gaps in monitoring.

The role of technology (including AI) in scams

Scammers’ techniques have been improved with generative AI and artificial intelligence, making online retail fraud harder to detect. Generative AI tools allow criminals to create realistic, but deeply fake products and descriptions. AI is also increasingly used in the creation of convincing phishing emails. But, it does not end there; cloned logos, customer service scripts, and even chatbot responses are all tools fraudsters use to try to deceive eager shoppers. Additionally, tricksters personalize fraud messages by utilizing readily available online data.

Common types of fraud on Black Friday

Black Friday shopping scams draw millions of internet shoppers within a very short time, and criminals have just as many opportunities to exploit them. Between fraudulent and unscrupulous fake websites that look real, deceptive marketing efforts, and creative social engineering, scammers will hold no punches to try to trick consumers into sharing their personally identifiable information or making unauthorized payments. Here are some of the most common scams during this sale period and how you can avoid them.

Fake online stores (AI-generated sites)

Source: ExpressVPN

Today’s cybercriminals are using AI tools to create pro-looking online stores that look like real merchants of trade online. The sites frequently have stolen product photos, phony customer reviews, and too-good-to-be-true bargains that may involve a fictitious shipping company. Customers either receive nothing after they pay or are delivered a counterfeit of poorer quality, and their credit card information may be compromised.

These sites typically have bad grammar and strangely priced products. Many sites do not feature physical addresses and do not have direct contact numbers. Most only make use of payment processing, which is non-refundable.

How to avoid it: Check reviews, rely on trusted marketplaces, and verify the shop’s domain. Compare it against examples of fake websites that appear real to understand common indicators. Always use debit cards with chargeback protection.

Fake deals and misleading promotions

Source: Princeton University

Countdown timers, urgent pop-ups, and flashy banners are common methods to force users to make decisions in a hurry. Scammers duplicate these practices and promote “limited stock” sales with exaggerated discounts or “limited stock” for items that do not truly exist. These sites offer lower than retail prices for stock.

How to avoid it: Compare prices using well-established price-tracking tools. Avoid clicking promo banners from unknown websites or social media pages.

Fake sales and artificially inflated prices

Source: Reddit

Some of the legitimate retailers, and many of the frauds, boost prices artificially before Black Friday. They then “discount” items to make them appear more attractive as deals. But in fact, there is the same price as before the fake discount.

How to avoid it: Track prices over time and monitor historical data. Cross-check official retailers’ price histories before buying.

Counterfeit products sold as genuine

Seasonal sales are a peak moment for counterfeit electronics, branded fashion items, and accessories. Scam sellers advertise premium goods but ship cheap replicas or nothing at all. These products are often in unbranded packaging or are clearly AI-generated material. They feature incorrect fonts, logos, or misspellings.

How to avoid it: Purchase high-value items from only verified sellers, in-store or authorised distributors with a proven track record.

Fake social media ads

Source: Fortune

Fraudulent advertisements are served up on sites such as Facebook, Instagram, and TikTok, which may lead people to fake stores or pages infected with malware. These flashy ads tend to look like reputable brands.

How to avoid it: Only click on ads from pages you trust. To be doubly sure, type in retailer URLs manually.

Gift card scams

Scammers frequently ask for payments in gift cards. They insist they’re necessary for special seasonal sale offers. After the card number is passed on, the money is impossible to get back.

How to avoid it: Never buy with gift cards unless on a verified retail website.

Fake coupons and vouchers

Fraudsters send discounted vouchers. These may take the form of QR-code coupons that take customers to phishing pages. The codes can also install malware in the name of redeeming a deal. Avoid coupon sites with excessive pop-ups.

How to avoid it: Use the best antivirus tools and coupons only from trusted retailers or reputable coupon platforms.

Giveaway and prize scams

Criminals conduct fake sweepstakes or holiday giveaways. These claims consumers have won prizes, but demand payment or bank credentials to accept them. A dead giveaway of the scam is that you’ve won a contest you never even entered. There will also be fees to process the winning.

How to avoid it: Never pay to claim a prize. Legitimate competitions do not require upfront fees.

Fake order confirmation messages

Source: Patch

Scammers send emails or texts saying you have placed an order, and they expect people to panic and click the attached link or an email claiming that there is an issue with their order. These phishing pages steal login credentials or card details. Avoid emails from unfamiliar addresses.

How to avoid it: Check your real order history directly on retailer websites. Do not click links from unexpected messages.

Fake delivery notifications

Source: WNCT.com

Fraudsters impersonate courier companies. Through delivery scams, fraudsters often text victims claiming that they have missed a delivery or that an extra payment is needed to complete the delivery. Non-delivery scams occur when customers either do not receive their packages or a confirmation or tracking number after making a purchase. Communication often contains malicious links. These links may lead to the theft of your payment details. These pages often contain malware or phishing forms. Look out for generic tracking numbers.

How to avoid it: Verify tracking numbers with official courier websites. Do not open attachments from unknown sources.

Account verification scams

Through this scam, users are sent fake security alerts. These state that the user must verify their account often to prevent suspension. An email could be from an account claiming to be from Amazon, Walmart, or other major organizations such as PayPal or Microsoft.

How to avoid it: Access your account by entering the URL manually. Never log in through links in messages.

Fake customer support scams

In this scam, fraudsters claim to be agents working in customer support for major organizations. These include various social media or instant messaging platforms. They offer to resolve an order problem. Instead, they steal personal information. Be careful when support agents contact you first or request card numbers to help resolve issues.

How to avoid it: Only contact customer service through verified channels. Avoid responding to unsolicited messages.

Unsafe non-traditional payment options

Many scams in the category involve requests for payment through non-traditional methods. This could be in the form of cryptocurrency, wire transfers, or instant money-transfer apps. These payment methods cannot be reversed. Others ask for payment in the form of wire transfers or gift cards, which are hard to trace.

How to avoid it: Only use secure payment methods with dispute options. This will help to keep your data secure. The best payment options are credit cards or trusted payment processors.

Malvertising scams

Some advertisements have malicious code. Clicking them could install ransomware, spyware, or even keyloggers disguised as genuine deals. You can spot these because an ad redirects to an unrelated site.

How to avoid it: Use reputable antivirus tools and avoid suspicious ads.

Subscription traps disguised as Black Friday deals

Some “free trials” automatically convert to costly monthly subscriptions. This leaves many to say Black Friday is a scam. But the details are buried in tiny print.

How to avoid it: Read terms carefully and avoid offers that hide pricing information.

Black Friday travel scams

Fraudsters advertise fake holiday packages, discounted flights, or non-existent hotel bookings. Victims pay upfront and receive no confirmation.

How to avoid it: Always book your next holiday using tried and trusted providers. If you are unsure of a deal or want to confirm further details, give the company a call and speak to a person.

Fake charity scams

Scammers are always looking to exploit good-meaning people. But they are more prevalent during the holiday seasons. They often create fake donation drives, often using emotional language or fabricated stories to collect personal details and money.

How to avoid it: Always make sure to verify charities before making any donations or giving over any information.

Who are the common targets of Black Friday and Cyber Monday scams?

Anyone can be a target for seasonal sales such as Black Friday or Cyber Monday, but there are groups who are particularly susceptible, people who haven’t used the Internet often enough, and people who are under financial pressure during the festive season.

Common targets include:

• Bargain hunters who are searching for the lowest possible prices. They are prone to misleading information about unrealistic discounts and fake deals.
• First-time online shoppers who may not be completely aware of the process. They may also not know the difference between secure websites and fraudulent ones.
• Older adults who are not savvy towards cutting-edge phishing methods and spoofed websites.
• Busy holiday shoppers who are rushing to complete their shopping. When hurried, people often overlook security checks.
• Shoppers facing financial pressure who are looking for bigger discounts because of their leaner budgets.

How to avoid Black Friday scams

November season sales are one of the busiest online shopping periods, which is why scammers take advantage of rushed decisions, enticing discounts, and misleading ads. Knowing how to avoid Black Friday scams and fraudulent investment websites can help you make safer choices, spot fraudulent deals quickly, and protect both your personal data and your money. Below are essential tips to stay secure while shopping online.

Tips to stay safe during the festive shopping season:

1. Only shop on verified websites.
2. Double-check URLs that must start with https:// and have a padlock icon before making an online purchase.
3. Use price-tracking tools to check if the special is real.
4. Avoid clicking bargains from random social media ads. Rather, retype the retailer’s URL manually.
5. Verify deals through official retailer platforms.
6. Do not pay for deals using gift cards, crypto, or wire transfers. These transactions cannot be reversed and are often used in payment fraud schemes.
7. Look for clear return and refund policies.
8. Be cautious with “limited time” or “only 3 items left” claims.
9. Try to steer clear of free trials that ask you to supply a credit card. These may lead to subscription traps.
10. Read reviews carefully and recheck the retailer’s reputation with resources like the Better Business Bureau, Trustpilot, or see cumulative user feedback using TrustRacer’s checker tool before making a purchase. Fake shops often use AI-generated or purchased reviews.
11. Ignore unsolicited order or delivery notifications. These are common phishing attempts.
12. Avoid using public Wi-Fi networks when doing online shopping. Public networks are far less secure than private networks. If you have to make use of a public network, always use a virtual private network.
13. Enable two-factor authentication (2FA) on all your accounts.
14. Be sceptical of deals significantly below market price.
15. Check for grammatical errors and inconsistent branding.
16. Use credit cards instead of debit cards. Credit cards typically provide better fraud protection and dispute options.
17. Do not share one-time passwords (OTPs) with anyone.

What to do if you’ve been scammed

Holiday season fraud and Black Friday Online scams are rife. A swift, deliberate response can limit financial and emotional distress. If you suspect you may have fallen victim, you need to act fast. The following may help if you suspect you’ve given away sensitive information.

Checklist: Steps you can take immediately if you have been a victim

1. Stop communicating with the scammer. Do not respond to messages, even if the person says they will help or refund.
2. Secure your accounts. Change passwords for your email, banking apps, retail accounts, and social media. Use strong passwords and enable two-factor authentication (2FA) to prevent unauthorized access.
3. Give your bank a call as soon as possible. Report the fraudulent transaction immediately. In certain instances, chargebacks or reversals are possible.
4. Freeze your card if necessary. You should ask for a new card from your bank if your credentials were compromised.
5. Look for malware on your devices. If you clicked suspicious links, run a full system scan using updated antivirus software.
6. Document everything. Take screenshots of messages, transaction records, email headers, order confirmations, or fraudulent pages.
7. Check whether your personal data was exposed. Look up all accounts associated with the scam email or phone number.
8. Report the fraud to the authorities. Reporting stops more victims and could also help with investigations.

Where to report Black Friday fraud

If you suspect that you may have been scammed, it is important to report the incident to the proper authorities, such as the Federal Trade Commission (FTC) or the FBI’s Internet Crime Complaint Center (IC3). These authorities and organizations handle online fraud, phishing, cybercrime, or illegal online marketplaces.

Report financial fraud

Your bank or card issuer. This should be your first point of contact for transaction disputes or unauthorized payments.

Report online scams and cybercrime

• Local police or national cybercrime units. Most countries operate dedicated online fraud divisions.
• Consumer protection authorities. They track e-commerce violations and fraudulent business practices.

Report phishing emails and suspicious domains

• National cybersecurity centers. Many countries have dedicated portals for reporting phishing campaigns or malicious websites, including reports related to text messages that seem suspicious. In the UK, for example, the National Cyber Security Centre (NCSC) advises anyone who receives a suspicious email to forward it to the Suspicious Email Reporting Service.
• Email providers (Outlook, Gmail, Yahoo). Use built-in “Report phishing” options to flag dangerous messages.

Report fake retailers and fraudulent ads

• Advertising platforms (Meta/Facebook, Instagram, Google Ads). Each has tools for reporting misleading promotions or fake stores.
• E-commerce marketplaces. Report any Amazon Black Friday scam or Walmart Black Friday Scam, as well as counterfeit listings, directly through platforms such as Amazon or eBay.

If you used PayPal, Apple Pay, or Google Pay

File a dispute through the service’s Resolution Centre for additional protections.

• https://www.paypal.com/resolutioncenter
• https://reportaproblem.apple.com/
• https://support.google.com/googlepay/contact/complaint

How to prepare a useful fraud report

Try to provide as much detail as possible when reporting an incident so the investigators can accurately assess the risk.

Your report should include:

• A clear description of what happened
• Screenshots of suspicious pages, messages, ads, or receipts
• The website URL, email address, phone number, or social media profile used by the scammer
• Dates, times, and the amount of money lost (if applicable)
• Any correspondence exchanged with the fraudulent seller
• Technical details if available (IP addresses, email headers, browser warnings)

Recent examples of Black Friday “not fair” specials that users faced

Price inflation before “Black Friday deals”

On r/amazonprime, a user reported that a pair of adjustable dumbbells was normally priced at US$380, but in the run-up to Black Friday, the price was raised to US$430, only to then be marked down to US$360 for the “sale.”

Source: Reddit

Fake urgency and misleading “limited” labels

In another thread on r/amazonprime, a user said: “It honestly feels like … fake doorbusters, fake urgency, fake ’original’ prices they’re A/B testing how cooked our brains are as long as the button screams ’53% OFF’.”

Source: Reddit

Hidden or extra costs cancel out the “deal”

On r/amazonprime and related subreddits, users reported sale offers where the base price dropped, but then shipping costs were added, making the final price no better than usual.

Source: Reddit

How to shop safely on Black Friday

Seasonal sales are a window of opportunity, but are Black Friday deals scams? The truth is that not every purchase is what it appears to be. With the appropriate tools available and, in a state of heightened awareness, you can avoid the Black Friday sales scams and make better decisions about when to buy your thing. Consumers are advised to be cautious of offers that seem too good to be true, as they often are.

• Always look at price history, checking the data from trusted tools, if you have any.
• Never trust urgency tactics like “only 2 left” without checking legitimacy.
• Count all-in cost (item + shipping) before thinking you’re in the bargain.
• Use secure payment methods (credit cards, e-wallets), avoid gift cards or crypto for purchases.
• Investigate links, website domain names, and return policies again.
• Watch for “free trial” offers that can become subscription traps.
• Turn on two-factor authentication (2FA) on accounts to defend against phishing attempts.
• Perform a security scan if any suspicious activity is detected or if you click on any links in questionable emails.
• Always monitor bank and credit card statements for unauthorized transactions.