Beware of Black Friday Scams
The holiday shopping season is prime time for scammers, as consumers rush to find and take advantage of some of the best deals of the year, potentially overlooking red flags that indicate fraud. Security experts are warning of an increase in scams capitalizing on the Black Friday and Cyber Monday rush. Fraudsters know they can exploit the sense of urgency and excitement of shoppers eager to snag limited-time exclusive deals, and AI is making these campaigns even harder to detect.
New data from McAfee suggests that nearly half of Americans have encountered artificial intelligence-powered scams while shopping, from fake celebrity images promoting promotions to near-flawless fake websites that steal your credit card information.
Here are the types of scams to watch out for on Black Friday.
Black Friday Shopping Scams
Fake websites are a common type of scam. Fraudsters exploit the holiday shopping season to lure users with fake retail sites and sales pages that look legitimate but are actually simply harvesting data like login credentials and payment information. Fraudsters use stolen assets, such as logos and product photos from well-known and trusted brands, and artificial intelligence makes it easy and quick to create a convincing (but fake) website for small businesses, complete with elements like a customer service page and customer testimonials.
Another type of shopping scam enabled by AI is the copycat scam . You might think you’re seeing a popular influencer or celebrity promoting an exclusive offer or giveaway on TikTok or another social media platform, but it’s actually a deepfake. If you click the link to participate or make a purchase, you’ll be taken to a fake page (as described above) designed to steal your money.
According to Google’s November fraud alert , scammers can gain access to their content by using search queries related to Black Friday sales, placing deceptive ads, or offering discounts on social media. Fake storefronts can look like sponsored links, which are easy to miss if you’re in a rush to make a purchase.
Of course, you may also encounter other common holiday scams, such as fake delivery notifications that demand payment to resolve a delivery issue, and account verification scams that require you to confirm your personal information. These phishing and smishing campaigns use standard fraudulent techniques, such as posing as a legitimate company or service and sending a fraudulent link that collects your banking information or username and password combination.
Red Flags of Black Friday Scams
When shopping for holiday discounts, take your time and be aware of common signs of scams. Fraudsters exploit urgency—for example, a limited time to secure a deal or limited inventory—in hopes you won’t hesitate to buy. Also, be wary of any overly-great deals or promotions with especially low prices that don’t match other sales on similar items. These include influencers offering “exclusive” deals. If you’re buying from an unknown small business, Google the brand name and read third-party reviews to ensure its legitimacy.
Instead of clicking links in emails, text messages, and social media posts promoting sales, go directly to the seller’s website and find the offer. If you do click a link, carefully check the URL to ensure it’s authentic (scammers may use homoglyphs that are difficult to recognize at first glance) and look for elements of a legitimate company’s website, such as a privacy policy and address. If you see an ad on social media, check the author’s account to find out when they registered on the platform, what they’ve posted previously, and whether they’re verified.
Be wary of websites that require payment by gift card, cryptocurrency, or bank transfer instead of a credit card, which has some fraud protection. Reputable merchants use legitimate payment methods.
Finally, never enter your login credentials unless you’re confident in the website you’re using. This applies to delivery services and your Amazon and PayPal accounts—scammers may ask you to “verify” them to resolve payment or delivery issues.