Black Friday Scams: How to Spot Fake Stores, Phishing, Payment Fraud

What are the most common Black Friday scams?

Black Friday scams are frauds that borrow the urgency and low prices of holiday sales. In practice they fall into three groups: fake online stores, phishing messages and payment fraud. A purchase scam is any case where a buyer pays for goods that never arrive or are not as described.

Fake online stores and imposter ads

The FTC says scammers, especially on social media, impersonate real companies and run ads for brand-name products at unusually low prices. The links lead to sites that send a counterfeit, something different from the ad, or nothing ^[1]. Online shopping issues were the second most commonly reported fraud category in the FTC's 2024 data ^[3].

Phishing, malicious links and fake charities

Phishing is a message that pretends to come from a trusted organisation to get you to click a link or hand over personal or payment details. In the FBI's 2025 figures, phishing was the most commonly reported type of cybercrime, followed by extortion, investment scams and personal data breaches ^[5]. CISA warns holiday shoppers about fake websites, malicious links and fake charities ^[6].

Payment fraud

The FTC says a seller that insists on gift cards, wire transfers, payment apps or cryptocurrency is probably a scam ^[1]. The UK's NCSC and Action Fraud advise shoppers to avoid bank transfers if they can ^[2].

Where do shoppers meet these scams?

Social media features heavily in UK reports. Of the festive-season reports analysed by the National Fraud Intelligence Bureau (NFIB) for November 2023 to January 2024, 7,168 (43%) mentioned a social media platform and 18.9% mentioned online marketplaces ^[2].

Are shopping scams the costliest kind?

No. Shopping scams are among the most frequently reported, but they are not the biggest source of loss. In Barclays' 2025 data, investment scams made up 47% of the value of claims ^[7]. The picture to keep in mind is many shoppers losing modest sums, not shopping fraud dominating total losses.

How big is the problem? Black Friday and holiday shopping scam statistics

No single dataset measures Black Friday fraud alone. The figures below come from different agencies, periods and definitions, so read each on its own terms.

What do the latest US figures show?

The Consumer Sentinel Network is the FTC's database of consumer complaints. In its Data Book 2024, the FTC said consumers reported losing more than $12.5 billion to fraud in 2024, a 25% increase over the prior year ^[3]. The FTC said the jump was not driven by more reports, which stayed stable; instead, the share of people reporting a fraud who said they lost money rose from 27% in 2023 to 38% in 2024 ^[3].

For 2025, FTC testimony reported by Finextra put reported fraud losses at $15.9 billion from about three million reports, compared with 2.6 million reports and just over $12 billion in 2024 ^[4]. The same testimony said reported losses have risen nearly 430% since 2020 ^[4]. The March 2025 release says more than $12.5 billion for 2024 and the later reporting says just over $12 billion, so treat the 2024 total as approximate.

The FBI's Internet Crime Complaint Center (IC3) counted about $20.9 billion in reported cybercrime losses in 2025, a 26% rise from 2024, from more than 1 million complaints, according to CyberScoop's coverage of the report ^[5]. The FBI also said almost 12,000 victims reported scams during the 2022 holiday shopping season, with over $73 million in losses, a figure CISA cited in its 2024 shopping advice ^[8].

What do UK figures show?

UK Action Fraud reports show people reported losing over £11.5 million to online criminals between November 2023 and January 2024, an average of £695 per victim ^[2]. The previous festive season's reported losses were £10.6 million, so reported losses rose year on year in the NCSC's 2024 release ^[2]. In the same release Action Fraud cited more than 16,000 reports of online shopping fraud over the previous festive period ^[2]. Victims aged 30 to 39 filed the most reports (23%), followed by 40 to 49 year-olds (20%), and the average victim age was 42 ^[2].

Barclays, a UK bank, shows a different trend in its own customer data. From 2023 to 30 September 2025, the median value of a shopping scam rose 43% while average monthly volume fell 14%, meaning scams are becoming higher in value even as fewer people fall victim ^[9]. Text/SMS accounted for 8% of purchase scam claims in 2025 to 30 September, up from 3% in 2023, and social media remains the biggest source of purchase scams ^[9]. Barclays also reported that 45% of UK adults, and 64% of Gen Z, were targeted by a scam in 2025 ^[7].

Why are reported figures too low?

Every reported total is a floor. The FTC has estimated that once underreporting is counted, the overall cost of fraud to consumers in 2024 could be as high as $195.9 billion, many times the reported $12.5 billion ^[4].

Why can't these figures be compared directly?

The FTC's Consumer Sentinel Network collects consumer fraud reports, while the FBI's IC3 collects internet crime complaints, so the two totals come from different agencies and definitions ^[3][5]. The $20.9 billion and $15.9 billion totals therefore should not be added together or compared as like for like. The UK sources also differ: Action Fraud counts reports from across the UK, while Barclays counts claims from one bank's customers, over different periods and by different measures, which helps explain why one shows rising reported losses and the other falling monthly volume ^[2][9].

How can I spot a fake online store?

A fake online store looks like a genuine shop but exists to collect payment details or money. The signs below come from consumer-protection and banking guidance. No single sign proves a store is fake, but several together should stop a purchase.

Is the price or the ad too good to be true?

The FTC warns about ads, especially on social media, for brand-name products at unusually low prices, placed by scammers who impersonate real companies ^[1]. The FTC's 2024 holiday alert likewise describes social media ads showing expensive products at unbelievably low prices, leading to sites that use photos and logos stolen from legitimate businesses ^[10]. If a deal is far below what established retailers charge, treat it as unverified until you have checked the seller.

Is the seller pushing you to hurry?

The NCSC and Action Fraud say false urgency, such as limited-time offers or scarce items, is a tell-tale sign of fraud ^[2]. Genuine sales do have deadlines, so a countdown alone proves nothing, but pressure to pay before you can check anything is a reason to slow down.

What do other people say about the seller?

The FTC advises searching for the seller's name and the website address plus words like 'review', 'complaint' or 'scam' ^[1]. Its 2024 holiday alert gives the same advice for the seller's name before you buy from an unfamiliar seller ^[10]. The NCSC advises checking reviews on trusted sites ^[2]. Reviews hosted on the shop's own pages are the easiest to curate, so give more weight to independent sources.

What do the terms and delivery promises say?

The FTC's holiday advice includes checking the seller's terms, such as the refund policy, return shipping and any extra fees, before you pay ^[10]. It also notes that sellers have to ship your order by the time they or their ads say they will ^[1].

Is it a lookalike site or a fake app?

The FDIC warns that fake websites can closely copy popular retailers, and that fake shopping apps can contain malware. It advises using only official retailer apps, obtained from the retailer's website or a reputable app marketplace ^[11]. Typosquatting means registering a web address that differs from a real retailer's by a small change; reading an address letter by letter before entering card details is a cheap safeguard.

How is the seller asking to be paid?

Payment method is often the clearest red flag. The FTC says a seller that insists on gift cards, wire transfers, payment apps or cryptocurrency is probably a scam ^[1].

Is this website legit? A checklist before you pay

Use this order of checks when a shop you do not know offers a bargain. It is built only from FTC, NCSC, FDIC and CISA guidance, and it reduces risk rather than removing it.

1. Find the seller outside the ad. Search for the seller's name and website address plus 'review', 'complaint' or 'scam' ^[1]. The FTC's 2024 alert gives the same advice for the seller's name before you buy from an unfamiliar seller ^[10].
2. Read independent reviews. Look at trusted review sites rather than testimonials on the shop itself ^[2].
3. Compare the price. A brand-name product far below normal prices is a warning sign, particularly when it appears in a social media ad ^[1][10].
4. Read the terms. Look for the refund policy, return shipping costs and extra fees ^[10].
5. Check the app source. If the shop pushes an app, use only the official retailer app from the retailer's website or a reputable app marketplace ^[11].
6. Choose the payment method deliberately. The NCSC says a credit card can provide more protection than a bank transfer ^[2], and the FTC says a seller who insists on gift cards, wire transfers, payment apps or cryptocurrency is probably a scam ^[1].
7. Keep records. Save receipts and order confirmations ^[1].
8. Watch your statements. Check credit card and bank statements regularly for fraudulent charges during the holiday season ^[6].

What about the padlock and website-checker tools?

The FDIC tells shoppers to look for https and a lock symbol ^[11]. The FTC and NCSC pages reviewed for this article do not rely on it, and the sources do not say a lock proves a seller is honest, so treat it as a minimum. Website-checker tools exist, but the research behind this guide did not open a tool's documentation, so none is recommended here; check an official source such as your national cyber agency before relying on one.

Worked example: a too-good social media ad

This is an illustrative scenario, not a reported case. A social media ad shows a well-known brand's headphones at less than half the usual price, with a banner saying only a few pairs remain. Applying the checklist: the very low price and the social media placement match the FTC's description of imposter ads ^[1]; the scarcity banner matches the NCSC's false-urgency warning ^[2]; a search for the seller's name and web address with the word 'scam' turns up nothing or complaints ^[1]; and the only payment options offered are a payment app or cryptocurrency, which the FTC says signals a probable scam ^[1]. Four independent warnings mean the right move is to close the page and buy from the retailer's own site or app instead.

How do phishing emails and fake delivery texts work during the holidays?

Phishing is the umbrella term; smishing is phishing by text message and vishing is phishing by phone call. During the holidays, shoppers expect order, payment and delivery messages, which gives fraudulent messages cover. This section is written for defenders and ordinary users, so it describes what to watch for, not how the messages are built.

How common is phishing?

Phishing was the most commonly reported type of cybercrime in the FBI's 2025 IC3 figures, ahead of extortion, investment scams and personal data breaches ^[5]. CISA lists malicious links and fake websites among the holiday risks to shoppers ^[6].

Are text messages a growing route?

Barclays data shows text/SMS accounted for 8% of purchase scam claims in 2025 (to 30 September), up from 3% in 2023 ^[9]. Social media remains the biggest source of purchase scams, so texts are growing from a small base rather than overtaking it ^[9].

What should I do with an unexpected message?

• Do not click links or open attachments in a message you did not expect.
• Open the retailer's official app or website yourself and check the order or delivery status there. The FDIC advises using only official retailer apps from the retailer's website or a reputable app marketplace ^[11].
• Be sceptical of urgency. False urgency is a tell-tale sign of fraud, according to the NCSC and Action Fraud ^[2].
• Turn on 2-step verification (2SV) for your most important accounts, as the NCSC encourages ^[2].

Does AI make these messages harder to spot?

Shoppers think so. In a November 2025 Opinium survey of 2,000 UK adults for Barclays, 75% said AI advances have made online scams more convincing, while only 36% felt confident they could spot an AI-generated scam ^[9]. Good spelling and a polished layout are therefore weaker signs of legitimacy than they used to be; verify the sender through a separate channel instead.

Is it safer to pay with a credit card, debit card or payment app?

The official guidance leans one way: pay by credit card where possible. It is not risk-free, and it depends on where you live and what your card issuer offers.

What are the benefits of paying by credit card?

The FTC advises paying by credit card where possible, because charges can be disputed if a seller double-charges, sends the wrong or damaged item, or sends nothing ^[1]. The NCSC and Action Fraud likewise advise shoppers to use a credit card and to avoid bank transfers if they can ^[2]. A card dispute, also called a chargeback, is a request to your card issuer to reverse a charge.

What are the drawbacks and limits?

• Protection varies. The FTC and NCSC advice is US- and UK-centred, and the sources reviewed do not set out the legal basis. Protections differ by country and card type, so read your issuer's terms.
• A dispute is not automatic. A dispute is a request; the outcome depends on your issuer's process and your evidence, which is why the FTC advises keeping receipts and order confirmations ^[1].
• Debit cards and payment apps are less clear. The sources gathered do not set out dispute rights for debit cards or payment apps, so ask your bank or app provider before relying on them.
• Some methods are warning signs in themselves. A seller insisting on gift cards, wire transfers, payment apps or cryptocurrency is probably a scam ^[1].

When should I get qualified advice?

If you have lost a significant sum, or are unsure of your rights under your card agreement or local law, contact your bank or card issuer and, where relevant, a consumer-protection body or a qualified adviser. This guide gives general information, not legal or financial advice.

What should I do if I already paid a fake store?

Act quickly and keep everything. Speed matters mainly because it gives you more options with your payment provider; the sources do not set a universal deadline, so check your own terms.

1. Gather evidence. Save receipts and order confirmations ^[1]. Keeping screenshots of the ad and shop, and any messages from the seller, is this guide's own suggestion rather than a sourced step.
2. Ask your payment provider about a dispute. The FTC says charges can be disputed if a seller sends the wrong item or nothing, so ask your card issuer how to dispute the charge ^[1]. Messaging the seller first is this guide's own suggestion rather than a sourced step; a genuine seller may fix the problem, but do not send more money or personal details.
3. Check your statements. CISA advises regular checks of credit card and bank statements for fraudulent charges during holiday shopping ^[6]. Look for charges you do not recognise, not only the one you know about.
4. Secure your accounts. The NCSC encourages turning on 2-step verification (2SV) on your most important accounts ^[2]. Changing any password you entered on the shop's site and reuse elsewhere is this guide's own general advice, not a point the sources make.
5. Report it. In the US, report to the FTC through its ReportFraud site ^[1]. The sources gathered here do not give a reporting route for other countries, so check your national consumer-protection or police guidance.

If you are asked for more money, or for an upfront fee, to get your money back, stop and verify the request with your bank through its official contact details. For recovery of significant sums, seek qualified or official advice.

Why do scams rise on Black Friday, and are the deals real?

The sources reviewed give no single cause for a Black Friday rise, but several pieces fit together.

Why does the sales season suit scammers?

• Urgency is built in. The NCSC and Action Fraud say false urgency, such as limited-time offers or scarce items, is a tell-tale sign of fraud ^[2]. Sales already use time pressure, so a fraudulent offer blends in.
• Shoppers are on social media. Social media is the biggest source of purchase scams in Barclays' data ^[9], and 43% of the UK festive-season reports analysed by the NFIB mentioned a social media platform ^[2].
• Lots of people are in the market. The FBI recorded almost 12,000 victims and over $73 million in losses in the 2022 holiday shopping season ^[8], and 45% of UK adults were targeted by a scam in 2025, per Barclays ^[7].

Are Black Friday deals real or a trick?

That is a separate question from fraud, and this guide cannot answer it with figures. The research behind it did not obtain primary price-tracking evidence on whether discounts are genuine, so no statistic is offered. What can be said is practical: compare the price at established retailers, check the seller as above, and be especially wary if a price is far below every other seller, since the FTC describes imposter ads as offering brand-name products at unusually low prices ^[1].

What is different for readers in Iran?

The general red flags in this guide apply everywhere: unusually low prices, false urgency, unverifiable sellers and unusual payment demands. Dispute rights, however, depend on the payment method, and that is where readers in Iran may differ.

American Banker reports that Iranians cannot make payments on the international card system or open accounts in foreign banks, and that Iran runs its own domestic payments infrastructure. Sanctions have limited Visa, Mastercard and American Express from operating there ^[12].

The FTC advice to pay by credit card so that a charge can be disputed assumes a card issuer that offers dispute rights ^[1], and the NCSC says a credit card can provide more protection ^[2]. Readers using domestic Iranian cards or other local payment routes should not assume the same protection and should ask their bank or payment provider what recourse exists before paying a seller they do not know.

The research behind this guide found no credible, citable statistics on Iran-specific fake-store or phishing losses, on the effects of internet filtering, or on scam risks tied to circumvention tools, so none are claimed here. Treat any site that asks you to pay by a route you cannot reverse with extra caution, check the seller independently, and prefer cash-on-delivery or an escrow-style arrangement only where you can verify exactly how it works.

What is likely next, and what is still uncertain?

Reported losses have risen steadily in the US data. FTC testimony said reported fraud losses have risen nearly 430% since 2020 ^[4], and the FBI recorded a 26% rise in cybercrime losses for 2025, as reported by CyberScoop ^[5].

What do the trends suggest?

• Higher-value scams, fewer victims. Barclays reports median shopping scam value up 43% and average monthly volume down 14% between 2023 and September 2025 ^[9]. If that holds, individual losses matter more than headline counts.
• Messages that look more professional. With 75% of surveyed UK adults believing AI has made scams more convincing and only 36% confident they can spot one ^[9], checks based on how a message looks will keep losing value, while checks on the seller, the channel and the payment method keep their value.
• More text-based fraud. The SMS share of Barclays purchase scam claims rose from 3% to 8% ^[9].

What is uncertain?

• The newest UK festive-season figures found cover November 2023 to January 2024 ^[2]; figures for later seasons may differ, and the UK sources disagree on direction depending on period and population.
• FBI, FTC and UK numbers come from different agencies and definitions and cannot be added together ^[3][5].
• True losses are far higher than reported ones, with the FTC estimating up to $195.9 billion for 2024 ^[4].
• As of 3 November 2026, no Black Friday 2026 fraud figures are available from the sources reviewed.