Black Friday Shoppers Targeted by Scams – Experts Reveal Tips to Protect Against ‘Too Good to Be True’ Deals

Black Friday — the most anticipated shopping event of the year — is no longer just about long lines outside stores and midnight deals. In 2025, it’s a fully digital experience. But with record online sales come record online scams. Cybersecurity experts warn that as consumers hunt for discounts, fraudsters are hunting for them.

From fake retail websites to phishing emails and counterfeit social media ads, scammers are exploiting the shopping frenzy with increasingly sophisticated tactics. This year, authorities have already reported a surge in fake Black Friday promotions designed to steal personal data, credit card information, and even entire identities.

The Digital Danger Behind the Discounts

According to the Federal Trade Commission (FTC), online shopping scams increase by nearly 80% in November, coinciding with Black Friday and Cyber Monday. What makes these scams so dangerous, experts say, is how convincing they’ve become.

Fraudsters use stolen branding, AI-generated product images, and even cloned customer reviews to mimic legitimate retailers. “Consumers have become very comfortable shopping online, but that trust is exactly what scammers are exploiting,” said cybersecurity expert Karen Blake from the University of Michigan.

Fake websites often advertise massive discounts on popular products — such as iPhones, PlayStation consoles, or luxury handbags — that are “too good to be true.” Once buyers make a purchase, the sites either disappear or deliver counterfeit goods.

Phishing Emails and Text Message Traps

Phishing remains one of the most common forms of fraud during the holiday season. Scammers send emails or SMS messages posing as trusted retailers like Amazon, Walmart, or Target. These messages often claim there’s an issue with your order or a problem verifying your payment.

“People panic when they think their purchase won’t go through,” said Blake. “They click without thinking, and suddenly their personal and banking data are exposed.”

The FTC has also reported a rise in “delivery scams,” where users receive fake tracking links from postal services or courier companies. These links often install malware or redirect victims to credential-harvesting websites.

Social Media: The New Frontier of Fraud

Platforms like Instagram, Facebook, and TikTok have become breeding grounds for fake ads and impostor brands. Scammers use sponsored posts to promote fraudulent stores with professional-looking photos and unrealistic prices. Once a user clicks and pays, their data is compromised.

According to a 2025 Digital Fraud Study by CheckPoint Security, more than 30% of all Black Friday-related scams originate on social media. “Influencer culture has made it easier for fake ads to blend in,” said the report. “When people see a stylish video or branded post, they assume it’s authentic.”

TikTok in particular has seen a wave of scam campaigns featuring AI-generated influencers promoting non-existent products. Some of these videos even include stolen testimonials from real customers.

Real Victims, Real Losses

Jessica Martinez from Florida said she fell victim to a scam while trying to buy a discounted laptop. “The website looked perfect — all the logos, trust seals, everything,” she said. “I got a confirmation email, but the package never arrived.”

When she tried to contact the seller, the website was gone. Her bank later confirmed her card had been used for several unauthorized purchases. “It ruined my holidays,” she said. “All because I was trying to save $200.”

Stories like Jessica’s are becoming increasingly common. According to the Better Business Bureau (BBB), the average loss from Black Friday scams in 2024 exceeded $300 per person.

The Psychology of ‘Too Good to Be True’

Fraud experts emphasize that scam tactics rely heavily on emotion — excitement, urgency, and greed. “The limited-time nature of Black Friday plays directly into impulsive behavior,” said behavioral psychologist Dr. Nina Feldman. “Scammers know that when consumers see 80% off, they suspend rational thought. The fear of missing out overrides caution.”

Dr. Feldman also notes that the sense of community around deals — such as viral TikTok hauls or Reddit threads — amplifies the pressure to buy quickly. “When people see others sharing amazing finds, they assume legitimacy and act fast. Scammers count on that.”

Expert Tips to Stay Safe

To protect shoppers from falling victim this holiday season, cybersecurity professionals and the FTC have shared key recommendations:

1. Shop only on verified websites. Always type the retailer’s URL directly into your browser instead of clicking on promotional links.

2. Check for HTTPS encryption. Look for the padlock icon next to the website’s URL — but remember, even scammers use HTTPS now, so it’s not the only indicator of legitimacy.

3. Avoid deals that seem too good to be true. A $50 MacBook or $20 designer perfume should immediately raise red flags.

4. Use credit cards, not debit cards. Credit cards offer better fraud protection and allow chargebacks in case of scams.

5. Verify sellers on marketplaces. On platforms like eBay or Amazon, review seller ratings and feedback before purchasing.

6. Don’t overshare. Legitimate stores never ask for excessive personal details like your Social Security number or full date of birth.

7. Beware of social media ads. If you see an unfamiliar store advertised, research it first. Check for reviews outside of social platforms.

8. Monitor bank statements closely. Small unauthorized charges can indicate your card information has been compromised.

9. Update your passwords and enable two-factor authentication. Protect your accounts with strong, unique credentials.

10. Trust your instincts. If something feels off — it probably is.

The Role of AI in Modern Scams

Artificial intelligence has made scams harder to detect. Fraudsters are using AI tools to generate convincing fake product descriptions, customer service chatbots, and even deepfake video testimonials. “AI has democratized deception,” said cybersecurity expert Michael Truong. “It allows criminals to produce realistic content at scale, making traditional red flags less obvious.”

However, the same technology is also helping to combat scams. Retailers are increasingly using AI-driven fraud detection systems that analyze patterns in customer behavior and identify suspicious transactions before they’re completed.

Law Enforcement and Corporate Response

The U.S. Cybersecurity and Infrastructure Security Agency (CISA) and the FBI have issued joint warnings this season, advising consumers to exercise caution when shopping online. Major retailers, including Amazon and Walmart, have also launched awareness campaigns urging customers to verify links and report suspicious promotions.

Meta, TikTok, and Google have pledged to strengthen ad verification protocols to limit the spread of fraudulent promotions, though experts warn that enforcement remains inconsistent. “For every fake ad removed, another two appear,” said Truong. “It’s a constant battle.”

Conclusion

Black Friday has evolved into a global online event — and so have the scams that come with it. As shoppers chase discounts, cybercriminals chase victims, exploiting the very excitement that makes the holiday season so appealing.

The best defense isn’t just technology — it’s awareness. By staying vigilant, verifying every offer, and following expert security practices, consumers can enjoy genuine deals without becoming another statistic.

In the end, it’s worth remembering the golden rule of safe shopping: if a deal looks too good to be true, it probably is.