Shoppers Alerted to Surge in Black Friday Shopping Scams

With Black Friday just days away, cybersecurity experts are urging consumers to exercise heightened caution amid a surge in online shopping scams. Fraudulent retailers, AI-generated phishing messages, and “ghost stores” are becoming increasingly common, targeting bargain hunters who may overlook red flags in the rush for steep holiday discounts.

Security researchers report a rise in fake retail websites built to mimic legitimate brands, often using nearly identical URLs or slightly altered spellings to deceive shoppers. These “ghost stores,” according to recent investigative reporting, have already cost consumers millions this year alone. Many victims say they received confirmation emails and tracking numbers that later turned out to be fabricated, or they never received their orders at all. In some cases, scammers disappeared completely after collecting payment, leaving no way to request a refund or file a complaint.

The Guardian recently highlighted how sophisticated these impersonations have become, warning that AI tools now allow scammers to quickly generate polished storefronts, logos, and product descriptions that appear credible at first glance. This makes it increasingly difficult for shoppers to distinguish real retailers from impostors. Compounding the problem, AI-written phishing emails and texts are flooding inboxes with limited-time offers, deceptive shipping notifications, and claims of exclusive savings — all designed to lure users into clicking malicious links.

McAfee’s holiday security research found that nearly half of U.S. shoppers encountered AI-enhanced scams during last year’s Black Friday season, and experts expect the number to rise again this year. Social media platforms are also being flooded with ads from fraudulent sellers who use stolen product photos and unrealistic discount claims to entice buyers. Many of these ads lead to pop-up websites that disappear within days.

To stay safe, cybersecurity specialists recommend sticking to well-known retailers or verified sellers, carefully checking web addresses for misspellings, and ensuring the URL begins with HTTPS. They also advise avoiding payment methods that offer no buyer protection, such as gift cards, direct bank transfers, and cryptocurrency. Credit cards remain the safest option due to protections against fraud-related disputes.

Kaspersky urges shoppers to be particularly wary of deals that appear dramatically lower than typical market prices. “If it looks too good to be true, it probably is,” the company warns in its holiday guidance. Consumers are also encouraged to avoid clicking links in unsolicited emails and instead visit retailers directly by typing their URL into a browser.

With online shopping at record levels and scammers growing more sophisticated, experts say vigilance is essential. The deals may be enticing — but confirming a retailer’s legitimacy now can prevent major financial headaches after the holidays.

Sources and Links:

• McAfee
• Kaspersky
• The Guardian
• The Courier-Mail