Alert for Black Friday scams. Here’s how to avoid them

Black Friday 2024 is here and discounts abound yet scammers are also on the rise to take advantage of customers by luring them with fake discounts so here’s how to spot the scams. 

It’s that time of year again, just before Christmas, when retailers all over the country have us customers under their spell. Black Friday has shifted from being just a Friday to a whole week or more of incredible offers and discounts which have us drooling. Yet, did you know that amid the Black Friday rush and excitement, there is a darker side. Scammers (yes, them again) are getting in on the act and taking advantage of the discount mentality to hook customers in to deals that aren’t really deals at all and may even cost them more than they bargained for.

The rise of scams on Black Friday

Black Friday scams have become increasingly more common as the number of websites and retailers offering these jaw-dropping discounts have multiplied tenfold. Higher interest rates, costs of living and general economic uncertainty has made customers more reticent about investing or making big purchases, pushing the need for more discounts and deals in order to draw us back in. This is particularly true at the end of the year when costs tend to soar and money is running out. Both Black Friday and Cyber Monday are central to boosting sales, just at this time when we are on our knees. At Christmas, buyers get back into spending with the lure of offers in a period known as the “golden quarter sales.”

Europe bombarded by scam emails and more so on Black Friday

However, one Bitdefender Antispam Lab has gone behind the scenes to discover that three out of four Black Friday emails were actually scams and that Europe received approximately 44 per cent of global Black Friday-themed spam. There were further studies carried out by wellbeing charity Caba, revealing that millennials and Gen Zers were three times more susceptible to becoming victims of online shopping fraud (so, special care if you’re in that category!).

Scammer software is becoming increasingly cheaper to use

During Black Friday and other promotional periods like Cyber Monday, scammers crank up the volume operating via emails, fake websites, social media ads and search engine links. As scamming tools plummet in price, scammers happily jump on the band wagon to enjoy the ride at bargain rates watching happy Black Friday shoppers be misled by their promotions. Adrianus Warmenhoven, a cybersecurity expert at NordVPN, said: “Phishing kits found on the dark web are usually free, fake website layouts start at $50 (€47.40), and malware-as-a-service subscriptions cost about $150 (€142.45) monthly.” The dark web is essentially an area of the Internet not seen by search engines and where illegal transactions can take place – like a criminal backstage that nobody sees. Some of these pages even offer personal lessons and tutorials on how to scam during key promotion times.

So, what should I be looking out for this Black Friday?

Scammers are notorious for duping unsuspecting shoppers by impersonating other major platforms including PayPal, Amazon, Shopify, various banking websites, and even Netflix. They have special kits to create these fake shop pages, which usually have special software to avoid detection. Not only that, but they craftily send specific promotions to targeted customers. Artificial intelligence (AI) has its highlights but it also means that differentiating between real and fake is next to impossible.

If you are an online shopper or environmentally-conscious, watch out

If you are an environmentally-conscious shopper, be aware of product promotions sent to you which promise sustainable sourcing or eco-friendly materials. Always check the origin, reviews of quality of a product and be aware of major online shopping platforms including Temu and Shein, which can offer fake deals. The former has already been investigated for this.

Being skeptical of “too-good-to-be-true” deals: Here’s how…

The key advice is to be skeptical – especially of those “too-good-to-be-true” deals. Cross-check sellers and products from one website with another – there should be realistic price differences. Shoppers can also check the site’s URL to check for legitimacy. Avoid buying from third parties – aim to buy directly from the dealer, even if it’s that tad pricier. Check celebrity endorsements by cross-checking with other websites. Seeing a famous face on a product might just be another of a scammer’s tricks. Timers can feel pressurising but be aware. Some major legitimate sites can use a countdown system to encourage buys. Fine. But be aware of lesser-known websites as this could be another sneaky trap.

Use credit cards for larger payments to protect against fraud

For payments, using a credit card for more significant purchases is recommendable as this can protect you later on against fraud. Don’t break the bank either. Stick to a list and keep on the goal to avoid distraction from offers creeping in.

Charlotte Lumbroso-Baumgartner, the chief executive of Voucherbox, said in an email: “It is essential for shoppers to approach sales with a clear plan and a critical eye.” She added: “While sales are designed to encourage spending, setting a budget, comparing prices, and understanding the fine print can help avoid common traps that lead to overspending.”

Be sensible and savvy this Black Friday for no-regrets purchases.

Happy Shopping!

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