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Black Friday scams are deceptive tactics used by criminals to trick shoppers into purchasing non-existent goods, sharing sensitive information, or transferring funds under false pretences. These scams thrive on urgency and the expectation of big discounts. With millions of shoppers online at once, criminals can easily blend in. They operate across websites, emails, mobile apps, social media, online marketplaces, and text messages.
One of the most widespread and growing scams involves fake online shops that imitate well-known retailers. Fraudsters copy logos, colours, and layouts from brands such as Currys, Amazon, or Argos, using heavily discounted prices to attract customers. These sites can look convincing, but the URL often reveals the truth: unusual spellings, hyphens, or unfamiliar domain endings like “.top”, “.store”, or “.buzz”.
Scam websites often lack clear return policies or company information, and may reroute shoppers to suspicious third-party payment gateways. Always confirm the website by typing in the retailer’s name into your browser or using a saved bookmark, and check that the URL exactly matches the official retailer domain. Avoid clicking ads, sponsored search results, or links sent in messages.
Scammers know how powerful a bargain can be. During Black Friday, they promote high-demand products such as game consoles or Apple devices at 60–90% discounts, often with countdowns or low-stock alerts to create urgency. Legitimate retailers may run strong promotions, but they rarely offer massive discounts on popular items. If a deal looks unrealistic, especially on an unfamiliar site, it probably is.
Fake listings on social media platforms are becoming more common. Scammers set up “shop pages” showing branded products with lifestyle photos, often newly created with no purchase history. Once a buyer shows interest, they’re encouraged to switch to private messages and pay via bank transfer or friends-and-family methods.
Once the payment is made, the seller disappears. Goods never arrive, and recovery is almost impossible. Since October 2024, most UK bank transfers made via Faster Payments fall under the mandatory Authorised Push Payment (APP) reimbursement scheme, so victims of scams are generally eligible for reimbursement if they report the fraud and act with reasonable care. However, banks may decline claims in cases of gross negligence, and some types of transfers (such as international payments or non-regulated methods) may still not be covered. Always use secure payment methods and be cautious of sellers who rush you to pay.
Phishing emails are now highly sophisticated and often appear to come from trusted brands, banks, or payment providers. During Black Friday, inboxes are flooded with promotions, giving scammers the perfect cover. Many messages claim to fix an order or confirm a payment, but clicking the link leads to a fake login or payment page designed to steal credentials.
Smishing, fraudulent text and WhatsApp messages, have also increased, particularly those pretending to be delivery updates or fraud alerts. These often use shortened URLs, making them hard to verify. Major courier services will never ask for personal or financial details via text. Also, consider whether you have ordered something, and if you have, ensure that the message is legitimate by going to the website of the original retailer, delivery provider, or app you ordered from and checking the status on there.
A popular scam involves fake delivery notifications. Criminals impersonate Royal Mail, Evri, or DHL, claiming that a parcel cannot be delivered until a small fee of £1–£3 is paid. The link leads to a fake payment page that collects card details and personal data, often leading to identity theft.
Legitimate couriers do not request redelivery fees through unsolicited messages, nor do they ask for card or bank details via links. Always check the courier’s official website or app independently.
Fraudsters increasingly target those interested in cryptocurrency and digital investments. Some scams promote “exclusive crypto offers” or “NFT drops” – NFTs (Non-Fungible Tokens) being digital tokens that represent ownership of a digital asset such as artwork or collectibles – and claim that buyers will receive guaranteed returns or bonus tokens. Some impersonate legitimate exchanges and ask for wallet-to-wallet transfers.
Cryptocurrency transactions are irreversible. Once funds are sent to a scam wallet, they’re almost always lost. Genuine investment firms will never guarantee profits or pressure you to act immediately.
Even the most cautious shopper can fall victim to scams, but understanding your rights can help you recover losses.
Purchases made with a credit card over £100 are protected under Section 75 of the Consumer Credit Act 1974, which holds the card provider jointly liable with the retailer. Debit cards do not have Section 75 protection, but you can request a chargeback for fraudulent transactions.
PayPal’s Goods and Services option also offer buyer protection, but cash and cryptocurrency provide little to none. Bank transfers now provide stronger consumer protection under the mandatory UK APP reimbursement scheme, but reimbursement is not guaranteed in all scenarios, such as where a dispute is commercial rather than fraudulent or when the customer ignores explicit fraud warnings. If you suspect fraud, report it to your bank immediately and keep all communication records. Quick action can prevent further losses and support police investigations.
Black Friday can bring great deals, but scammers take advantage of excitement, urgency, and heavy online traffic to trick shoppers. Understanding how these scams work will help you shop confidently. Slow down, double-check, and use secure payment methods. Awareness remains the best defence against Black Friday fraud.
AJC supports organisations in managing financial crime risks through robust fraud prevention frameworks, training, and customer awareness strategies. Our team helps businesses strengthen resilience, identify vulnerabilities, and protect customers from evolving online threats.
Contact us on 020 7101 4861 or email us at info@ajollyconsulting.co.uk if you think we can help.
Sources:
https://www.actionfraud.police.uk/a-z-of-fraud/online-shopping-fraud
https://www.ncsc.gov.uk/guidance/shopping-online-securely
https://www.ncsc.gov.uk/collection/phishing-scams
https://www.royalmail.com/help/scam-protection
https://www.evri.com/cyber-security
https://www.ukfinance.org.uk/fraud-and-scams
https://www.fca.org.uk/consumers/crypto-investment-scams
https://www.citizensadvice.org.uk/consumer/scams/what-to-do-if-youve-been-scammed/
https://www.citizensadvice.org.uk/consumer/scams/check-if-something-might-be-a-scam/
https://www.psr.org.uk/information-for-consumers/app-fraud-reimbursement-protections/
Image accreditation: CardMapr.nl (November 2020) from Unsplash.com. Last accessed on 26th November 2025. Available at:
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