Scammers are increasingly targeting Black Friday, the biggest shopping event of the year.
The risks to consumers who are unaware have increased with the proliferation of deals and discounts, particularly during the “golden quarter”, when retail sales are at their highest.
Recent research by Bitdefender Antispam Lab has revealed that 77% Black Friday spam email in 2024 will be fraudulent.
The proportion of emails classified as spam increased by 7% compared with Black Friday 2023 and 21% compared with 2022.
The US received 38 percent of the global Black Friday spam. Europe accounted for 44 percent of it, showing that this problem is a growing international one.
Caba, a wellbeing charity, found that online scams are more common among millennials (Gen Z) and Gen X than with baby boomers.
Black Friday frauds on the increase
Euronews reported that the ease of access and affordability of fraud tools is one of the major factors behind the rise in Black Friday scams.
NordVPN’s Cybersecurity Expert Adrianus Warmenhoven notes that on the Dark Web, phishing kit subscriptions, fake websites, and malware as a service are easily available.
The cost of these tools is as low as $50, and as high as $400, depending on the advanced features, such as bypassing two-factor authentication and one-time passwords.
Warmenhoven, a journalist at the Dutch publication, said that scammers often impersonate popular platforms like PayPal, Amazon and other banking sites to trick consumers.
The fake pages often feature anti-bots and card verification systems. They may also include evasion methods to avoid detection.
This results in a sophisticated fraud that is capable of fooling even the most cautious consumers.
Scams targeted at specific groups of consumers
A third alarming trend involves the customisation of scams in order to target particular demographics.
The fraudsters create fake offers of luxury items aimed at the fashion lovers. They also make counterfeit gadget offers aimed for technology enthusiasts. Or they may conduct fraudulent surveys that are disguised as promotional materials from grocery stores like Tesco and Costco.
Scammers can now create near-perfect copies of real websites and emails using AI, including matching fonts and colors.
Consumers are finding it harder to differentiate between real and fake offers.
Sustainability-conscious shoppers have also become a target.
Scammers take advantage of the trend towards eco-friendly goods by falsely declaring that their products are sustainable.
Unsuspecting consumers are often duped by these claims, which go unsubstantiated.
Discount shopping increases vulnerabilities
Euronews reports that consumers are more sensitive to price due to economic pressures such as rising interest rates and living costs.
Scammers have seized on this opportunity to take advantage of bargain hunters.
In their eagerness to get a good deal, many consumers fail to check the quality, origin or reviews of sellers and products.
Temu, Shein and other websites have been criticized for their part in creating a culture that encourages dubious discounting.
Temu has been investigated by the European Union over alleged fake discount offers and violations of consumer protection laws.
Temu responded by stating that they are “aligning their practices with the local norms, regulations and standards.” Shein is yet to respond.
Avoid Black Friday scams
There are several steps that shoppers can take in order to avoid fraud.
Be cautious about deals that appear too good to true. Consumers should be wary of discounts which seem excessively high and double-check the seller on trusted sites.
Check URLs to verify website validity: Ensure that the URL of the site matches the official retailer website. A domain checker can be used to determine whether a website is new or suspect.
Do not click on third-party links.
Do not be fooled by fake urgency. Con artists often use countdowns and limited time offers to frighten consumers into making a decision.
Secure payment methods: Compared to other payment options, credit cards provide additional fraud protection.
Check celebrity endorsements. Determine whether the endorsements are genuine or part of an elaborate scam.
Scammers are targeting the post-Black Friday sales season. You can read how the information may change as new updates are released.
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