Black Friday remains one of the most anticipated shopping periods of the year, drawing millions of consumers with the promise of significant discounts and exclusive deals. Retailers prepare months in advance for the surge in demand, but so do cybercriminals who use the season’s momentum to disguise fraudulent activity. According to recent guidance from NordVPN, Black Friday consistently produces a spike in online scams because shoppers tend to move quickly from one offer to the next and may overlook signs of deception.
During this period, scammers attempt to blend into the noise of promotional emails, delivery notifications, and order confirmations. They take advantage of the fact that consumers expect crowded inboxes filled with updates about purchases, shipping changes, and new deals. This environment makes it easier for malicious messages to pass unnoticed. NordVPN reports that the most common threats include fake online stores, counterfeit coupons, fake order or shipping alerts, fraudulent investment opportunities, and messages that request personal information under the guise of account verification.
The appeal of Black Friday also fuels the creation of convincing fake websites. Many of these sites mimic well-known retailers, complete with logos, images, and discounts that appear legitimate. Criminals often source stolen product photos and real user reviews to make the stores look genuine. Once a customer enters payment information, the site either charges them without delivering the product or steals their financial details for later use. Some sites also install malicious software through downloads that appear to contain receipts or shipping labels.
Scammers have adapted their methods as technology advances. Artificial intelligence is increasingly used to craft more persuasive promotional messages that mimic retail newsletters or customer service notifications. Social media posts promoting unrealistic discounts also circulate quickly as people share them without verifying authenticity. These tactics create a sense of urgency and excitement, encouraging shoppers to click links or share data before reviewing the source.
How to navigate Black Friday safely
Consumer awareness is one of the most effective defences during the holiday shopping rush. Many scams rely on unrealistic offers that are designed to attract immediate action. Before committing to a purchase, shoppers should check the legitimacy of the website. This includes reviewing the URL for inconsistencies, confirming the presence of secure payment methods, and looking for clear business contact information. Sites that display odd formatting, noticeable spelling errors, or an unusually large number of pop-up prompts should raise suspicion.
Email-based scams are just as widespread during Black Friday. A common approach involves sending messages that claim a delivery has failed, an order is delayed, or an account needs verification before a payment can be processed. These messages often include links to pages designed to harvest login information or credit card details. Verifying the sender’s address and hovering over links before clicking can help identify fraud. NordVPN warns that legitimate companies rarely ask customers to confirm their account credentials via email links, especially during high-volume shopping periods.
Another layer of protection involves maintaining strong account security practices. Using unique and complex passwords for shopping accounts limits the damage if one account becomes compromised. Enabling two-factor authentication on email, retail apps, and payment platforms provides an additional safeguard. This step is crucial during Black Friday, when scammers attempt to access inboxes to intercept order confirmations or password reset messages. If access is gained, attackers may explore linked accounts, redirect shipments, or make unauthorized purchases.
Payment security is also essential. Credit cards often include buyer protection features that debit cards or direct transfers lack. Shoppers should be cautious of retailers that demand payment through gift cards, cryptocurrency, or unconventional methods, as these are often associated with scams. It is safer to purchase from well-known retailers or platforms that allow dispute resolution if a product never arrives.
Artificial intelligence-driven scams are another concern. Fraudulent customer service chats, fake support numbers, and impersonated brand pages appear more convincing than in previous years. NordVPN notes that attackers increasingly use automated tools to simulate real conversations, which makes it harder for shoppers to recognise manipulation. Consumers should avoid using contact information found in unsolicited messages and instead visit the retailer’s official website to confirm communication channels.
Social media advertisements also play a large role in Black Friday scams. While many legitimate retailers promote their discounts through sponsored posts, cybercriminals distribute fake ads at the same time to capture attention. These ads often offer steep discounts on popular products, prompting users to click through to fraudulent storefronts. Verifying the social media page, checking user comments, and comparing prices across credible sites can help determine whether an offer is legitimate.
Finally, shoppers should remain alert even after Black Friday ends. Cybercriminals continue their activity throughout the holiday season, and scams often intensify around shipping deadlines. Consumers who suspect they have entered information on a fraudulent site should act quickly by contacting their bank, updating passwords, and reviewing accounts for unfamiliar activity. Reporting scams also helps retailers and security organisations monitor evolving threats.
Staying informed and reducing risk
Black Friday continues to attract both enthusiastic shoppers and sophisticated scammers. While new technologies have made fraud more complex, the majority of scams still rely on well-established tactics such as urgency, impersonation, and unrealistic offers. Consumers who stay aware of these patterns are far less likely to become victims. Verifying websites, avoiding impulsive clicks, and relying on trusted brands remain central to safe holiday shopping.
NordVPN’s insights emphasise that consistent caution is key. By taking time to examine links, checking email senders, and avoiding unfamiliar payment requests, users can navigate the busiest shopping period with confidence. Retailers also encourage customers to rely on official websites and apps, especially when tracking orders or managing account information.
Black Friday is intended to be an opportunity for savings, not a gateway to identity theft or financial loss. With informed habits and careful attention, shoppers can enjoy the season while limiting their exposure to online threats.