As Black Friday shopping gathers momentum, cybersecurity experts are warning consumers about increasingly sophisticated online scams that exploit shoppers’ fear of missing out on limited-period discounts and attractive deals.
Kirsty Adams, Fraud and Scams Expert at Barclays, has cautioned that despite advances in artificial intelligence (AI), fraudsters continue to rely on a familiar tactic: creating urgency to make victims act without verifying the offer.
According to Barclays research, 41% of shoppers feel pressured to make purchases quickly during Black Friday to avoid missing attractive deals. Such behaviour can expose consumers to fraudulent websites, fake advertisements and sellers posing as legitimate retailers.
The growing use of AI has further complicated the situation. Barclays research found that 75% of shoppers believe AI has made scams more convincing, while only 36% feel confident about identifying AI-generated fraud. Fake reviews, counterfeit websites and misleading social media advertisements are among the growing concerns.
Barclays data also revealed that purchase scams accounted for 71% of all scam claims by volume in 2025, making them the most frequently reported category. Text messages are emerging as another significant channel, accounting for 8% of purchase scam claims in 2025, compared with 3% in 2023.
Younger consumers are not immune either. Research found that 34% of people aged 18–27 avoid online shopping because of scam concerns, while 35% have either experienced a shopping scam or know someone who has.
Adams advised shoppers to verify unfamiliar retailers independently, avoid rushing into payments and remain cautious of offers that create artificial pressure. Consumers are encouraged to prioritise safe transactions over seemingly irresistible discounts.
