Key Takeaway:
As consumers hunt for Black Friday sales, cybercriminals are deploying a surge of sophisticated scams targeting both shoppers and the brands they trust.
In the run-up to the Black Friday sales, we’re already seeing offers and deals across our feeds, promising everything from trending toys to luxury clothes at irresistible prices. It’s a huge global ecommerce event, and the shopping numbers are staggering. Last Black Friday (2024), U.S. online sales reached a record $10.8 billion, according to Adobe Analytics, a figure that represents more than 10% growth from the previous year. Other estimates suggest an even larger market, with Salesforce reporting $17.5 billion spent in the U.S. across all channels. Globally, the online sales figure for Black Friday hit a massive $74.4 billion.
However, this immense volume of online activity creates a paradise for scammers. Despite clear warnings from the FBI and other security bodies, ecommerce scams like counterfeits, fake ads, and rogue websites thrive this time of year. Fraudulent schemes successfully turn a celebratory shopping period into a season of stress and financial loss for millions. Here, we’ll explore the latest Black Friday scams to warn shoppers and equip brands with the tools needed to fight back. For businesses, you can also start with a free brand audit to expose Black Friday scams targeting your revenue.
Fake Websites and Phishing Surges During the Black Friday Sales
The digital threat landscape expands dramatically every year during the Black Friday sales. As reported by Forbes, scam websites surged by 89% over the previous year. This wave of fake sites primarily impersonates trusted brands, creating a minefield for consumers trying to find legitimate Black Friday deals.
In response, the FBI has issued specific guidance, urging shoppers to be exceptionally cautious. Their advice includes carefully checking URLs for legitimacy and security, researching unfamiliar websites, and being deeply wary of sellers who request payment via unusual methods like direct bank transfers or gift cards. The underlying principle remains clear: if a deal seems too good to be true, it almost certainly is.
Common Black Friday Scams Targeting Shoppers
Fake Order Confirmations and Delivery Notifications
Scammers exploit the high volume of online orders during the Black Friday Sales by sending fake confirmation emails for items the recipient never purchased. These emails often contain links or attachments designed to steal login credentials or install malware. Similarly, fake delivery notifications from services like UPS, DHL, or FedEx claim a package is waiting and request financial information to „finalize“ delivery. Legitimate delivery services will never ask for payment details in this manner.
Coupon and Fake Website Scams
Fraudsters create fake coupons and vouchers for high-demand products, distributing them via email and social media. These offers lead to counterfeit websites designed to harvest personal and payment information. Always verify a website’s security by ensuring the URL starts with „https://“ and displays a padlock icon.
Gift Card and Unusual Payment Method Scams
A major red flag is any seller that insists on payment via gift cards or cryptocurrency. The FBI explicitly warns against this, as these payment methods are nearly impossible to trace or refund. Scammers will ask for the gift card number and PIN, promptly draining the funds and leaving the buyer with nothing.
Spoofed Social Media Listings and Fake Reviews
Social media platforms are a hotbed for fraudulent sellers who post listings for high-demand items at unrealistically low prices, capitalizing on the Black Friday sales. These scams are amplified by fake reviews, often generated by bots, which create a false sense of legitimacy and trust. Shoppers should be skeptical of deals that seem too good to be true and stick to verified seller accounts.
How Brands Can Fight Back: Protecting Revenue and Reputation
For businesses, the proliferation of scams during peak shopping seasons represents a direct attack on revenue and brand integrity. Proactive monitoring and enforcement are essential to safeguard both.
Social Media Monitoring and Malicious Ad Takedowns
Scammers increasingly use paid social media ads to promote fake profiles and counterfeit shops. These malicious ads borrow trust from the platform to appear legitimate, directing users to fraudulent sites that steal data and money. A robust social media monitoring strategy scans platforms like Meta Ads and Google Ads for impersonations. By detecting and issuing takedowns for these infringements, brands protect their intellectual property online. They also prevent customers from being victimized in their name.
Combating AI-Powered Fake Shops
The threat has evolved with technology. Criminals now use AI to generate hundreds of sophisticated fake ecommerce shops at scale, particularly during online shopping surges like the Black Friday sales. These sites feature AI-written product descriptions and stolen images, making them nearly indistinguishable from legitimate brand storefronts. They are promoted through a barrage of fake ads and target customers across multiple channels, including deceptive domains and even fraudulent mobile apps in official stores. Our Lisa Deegan covers exactly that in a recent video podcast, so you can find out more right here.
Fighting this requires an equally sophisticated, technology-powered defense. A comprehensive Digital Risk Protection (DRP) service provides continuous, AI-powered monitoring across the clear, deep, and dark web. This proactive surveillance identifies new infringements as soon as they appear. Once the system detects a fraudulent operation, you can deploy a full arsenal of tools to take it down. Enjoy a streamlined, legally-backed takedown process remove rogue websites from domain registrars, social media platforms, and app stores. Eliminating infringements safegaurds your ecommerce revenue, setting a precedent for cybercriminals and opportunist scammers.
Secure Your Black Friday Revenue
The surge in Black Friday sales will always attract malicious actors looking to exploit both consumer excitement and brand visibility. The scams are becoming more automated, more convincing, and more widespread. For organizations, a passive approach is no longer sufficient.
Protecting your digital landscape requires proactive measures. Online brand protection and digital risk protection services safeguard your revenue by patrolling for impersonations, counterfeit sites, and malicious ads, ensuring that customers connect with your genuine brand and not a scam.
Prepare your organization for the holiday season. Secure your revenue and protect your customers by understanding your specific risk level. Get a free brand audit to identify and expose the Black Friday scams targeting your business.
