Expert tips on how to spot a scam ahead of Black Friday

With the festive season around the corner, shoppers are gearing up for big savings – but staying safe online is just as important.

During last year's festive period, Action Fraud recorded 16,000 reports of online shopping fraud.¹ With new data showing that 1 in 3 Brits plan to shop the Black Friday sales this year, it is increasingly important to know how to do so safely.²

Top tips to avoid online shopping scams

1. Purchase from a trusted retailer 

Scammers often rely on websites that look convincing at first glance but fall apart under closer inspection. To stay safe, avoid buying from unfamiliar sites, auction platforms or social media ads.

Instead, stick to trusted retailers with verified customer reviews and secure payment systems. Always check for ‘https://’ in the web address, this signals the site is encrypted and helps protect your personal information.

Kara Gammell
Personal Finance & Insurance Expert

Update your device's security before you start browsing

To help you avoid harmful websites and hackers, make sure your device's security is up to date and working as it should. Check that your antivirus software is working too and that you have filters in place on email accounts and social media to filter out spam and scam messages that might catch you out.

If you're using a WiFi router that's more than five years old, it may be time to update that as well. Older routers might not get all of the important security updates that are important to keep up with hackers whose techniques continue to become more sophisticated.

2. Pay on plastic 

If you’re shopping online, it's worth knowing that paying by credit card can offer more than just a way to spread the cost. Under Section 75 of the Consumer Credit Act, purchases between £100 and £30,000 may be reimbursed if something goes wrong, whether the retailer goes bust or the item never arrives.

To keep borrowing affordably, look for a credit card with a 0% interest offer on purchases. This gives you breathing space to pay off the balance without racking up interest, just be sure to clear the debt before the deal ends.

3. Beware of the ‘too good to be true’ trap 

As the saying goes, if a deal looks too good to be true, it probably is. Scammers often lure shoppers with eye-catching discounts that don’t match what major retailers are offering.

Before you get carried away with securing the ‘bargain of the century,’ take a moment to compare prices and check the legitimacy of the seller, especially if it’s an unfamiliar site.

4. Say no to saving payment information 

Even websites that look legitimate can fall victim to cyberattacks, and if you’ve saved your payment details, you could be exposed in a data breach. To stay safe, avoid storing card information and opt for secure payment methods like Apple Pay or PayPal.

These services add an extra layer of protection and limit the risk of your financial details being compromised. Convenience is great, but not at the cost of your security.

5. Talk to your children about safe shopping

Young people are often quick to snap up online deals, especially during the festive season, but that eagerness can make them vulnerable to scams. If your child has access to their own debit or credit card, it’s worth having a conversation about how to shop safely online.

Talk to them about spotting fake websites, avoiding suspicious discounts, and using secure payment methods. A few minutes of guidance could save them from a costly mistake. You can also use broadband parental controls to limit what sites they can use and set time limits on their internet use.

<sup>Sources
1. ncsc.gov.uk
2. YouGov survey of 2,100 UK consumers on Black Friday and Cyber Monday habits, Britain’s Appetite for Black Friday & Cyber Monday 2025 (retrieved August 2025).</sup>