By Black Friday, one of the most eagerly anticipated shopping events of the year, has increasingly become a prime target for scammers.
With the proliferation of discounts and deals, especially during the crucial “golden quarter” of retail sales, the risks for unsuspecting consumers have multiplied.
A recent study by Bitdefender’s Antispam Lab revealed that 77% of Black Friday spam emails in 2024 are fraudulent.
This represented a 7% rise in the proportion of spam emails identified as scams compared to Black Friday 2023, and a 21% increase compared to 2022.
US received 38% of all Black Friday-themed spam while Europe accounts for 44% of global Black Friday-themed spam, highlighting the international nature of this growing problem.
Additionally, wellbeing charity Caba found that millennials and Gen Z are three times more likely than baby boomers to fall victim to online shopping scams.
Why Black Friday scams are on the rise?
According to a report by Euronews, one of the most significant factors driving the increase in Black Friday scams is the affordability and accessibility of scamming tools.
Cybersecurity expert Adrianus Warmenhoven from NordVPN notes that phishing kits, fake website layouts, and malware-as-a-service subscriptions are readily available on the dark web.
These tools, which include personal tutorials, cost as little as $50 for basic setups and up to $400 for advanced capabilities like bypassing one-time passwords (OTP) and two-factor authentication (2FA).
“Scammers impersonate major platforms such as PayPal, Amazon, and various banking websites to deceive consumers,” Warmenhoven told the publication.
These fake shop pages are often designed with meticulous attention to detail, featuring card verification prompts, anti-bot systems, and evasion techniques to bypass detection.
The result is a more sophisticated scam that can easily fool even cautious shoppers.
Tailored scams target specific consumer groups
Another alarming trend is the customization of scams to target specific demographics.
Fraudsters often create fake deals for luxury goods aimed at fashion enthusiasts, counterfeit gadget offers for tech lovers, or fraudulent surveys disguised as promotions from popular grocery chains like Tesco or Costco.
The rise of artificial intelligence (AI) has further enabled scammers to craft near-perfect replicas of legitimate websites and emails, complete with matching colors, fonts, and layouts.
These advances make it increasingly difficult for consumers to distinguish between genuine and fraudulent offers.
Sustainability-conscious shoppers have also become a target.
With more consumers prioritizing eco-friendly products, scammers are exploiting this trend by falsely claiming their goods are sustainably sourced.
These claims often go unverified, resulting in unsuspecting buyers falling for deceptive marketing tactics.
Bargain hunting increases vulnerability
Economic pressures, including rising living costs and higher interest rates, have made consumers more price-sensitive, Euronews further reports.
This has led to a surge in bargain-hunting behavior, which scammers are quick to exploit.
Many consumers, eager to snag a deal, fail to thoroughly vet the origin, reviews, or quality of products and sellers.
Websites like Temu and Shein have faced scrutiny for their role in fostering a culture of dubious discounts.
Temu is under investigation by the European Union for allegedly offering fake discounts and violating consumer protection laws.
In response, Temu stated that it is “aligning its practices with local norms and regulations.” Shein has yet to address similar concerns.
Steps to avoid Black Friday scams
While the risks are significant, there are several measures shoppers can take to protect themselves from fraud:
Scrutinize deals that seem too good to be true: Shoppers should approach suspiciously steep discounts with caution and cross-check sellers on trusted websites.
Verify URLs and website legitimacy: Always ensure the website’s URL matches the retailer’s official site. Domain checkers can help determine if a site is newly created or suspicious.
Avoid third-party links: Buy directly from retailers instead of clicking on links from social media ads or emails.
Beware of fake urgency: Scammers often create countdown timers or claim limited-time offers to rush consumers into making decisions.
Use secure payment methods: Credit cards offer additional layers of fraud protection compared to other payment methods.
Research celebrity endorsements: Verify whether endorsements are legitimate or part of a scam.
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