The evolution of Black Friday into the most hazardous day online

Criminals have been preparing for months. The traps are in place, the snares are ready, and all that remains is for unsuspecting shoppers to take the bait. Tomorrow, the peak shopping day of the year is anticipated to bring not only record sales but also increased danger for those shopping online.

Fake promotions, phishing schemes, and counterfeit websites are already circulating as scammers attempt to exploit the Black Friday rush. Cybersecurity experts have even dubbed the day Black Fraud Day due to the rising number of people falling victim to online fraud, with expectations that this year will be among the most severe.

Variety of Threats

Fraud can appear in multiple forms: bogus delivery notifications with harmful links, unsolicited emails promising unrealistic deals, and deceptive online advertisements impersonating major retailers. Hackers are increasingly employing artificial intelligence to automate attacks, making malicious activity harder to detect.

Scammers are targeting deal-seekers with sophisticated methods, sometimes generated using AI, making them extremely difficult to spot, said Dr. Megha Kumar, chief product officer at data protection company CyXcel. These fraudsters exploit the surge in online transactions by creating fake offers that lead unsuspecting shoppers to fraudulent sites, where their payment information is compromised.

Fake Websites and AI

These fraudulent websites mimic real online stores, often luring shoppers through enticing advertisements on social media. Their goal is to steal credit card details or even full online identities. Created using advanced AI tools, they are increasingly hard to distinguish from authentic retail sites.

Data from NordVPN shows a significant rise in fake stores: counterfeit Amazon sites have increased by over 200%, and fraudulent eBay sites have jumped more than 500% in recent days. Many of these sites look almost identical to the real ones, a NordVPN representative stated, noting that the checkout pages are specifically designed to capture personal and financial data.

A survey of over 30,000 people across 185 countries revealed that 68% of respondents could not recognize a fake website, highlighting the scope of the threat.

Phishing Emails Surge

Malicious links in emails are also on the rise, directing shoppers to these scam sites. According to Darktrace, phishing attempts targeting Black Friday consumers have risen by more than 620%.

The Annual Fraud Report 2025 from UK Finance indicated that these schemes are increasingly successful, with total fraud losses exceeding 1.1 billion last year.

Retail Tactics and Safety Tips

Some retailers themselves inflate prices in the weeks prior to Black Friday, then offer apparent discounts to create the illusion of savings. Shoppers can verify deals using price tracker tools such as PriceLasso or CamelCamelCamel to see if a products price has genuinely dropped.

Experts advise caution during Black Friday and Cyber Monday: carefully check URLs, be skeptical of emails and messages claiming to be from retailers or delivery services, avoid public WiFi when shopping, and monitor financial transactions closely.

Its not just about spotting malicious links. Its about changing behavior, explained David Higgins, chief technology officer at CyberArk. Phishing exploits human instinct, and no technology can fully compensate for a moment of misplaced trust. Cybersecurity relies on both strong identity controls and a culture that encourages users to pause, question, and verify before clicking.

Analysis: The Dark Side of Black Friday – Online Fraud Threats Soar

As the shopping frenzy for Black Friday kicks off, a less visible but equally alarming trend is taking hold: online fraud. Cybercriminals have been preparing for this moment for months, and with millions of shoppers set to hunt for deals, scammers are ready to strike. The risks are greater than ever before, and shoppers must stay vigilant.

The sophistication of scams has reached new heights. Fraudulent websites, powered by AI tools, now mirror legitimate online stores with such precision that even experienced shoppers may fall victim. These sites are designed to steal payment information and personal data, often with little chance for recovery. Experts have warned that this year, with a surge in cybercrime, is expected to see one of the worst Black Friday fraud seasons yet.

Phishing schemes are also on the rise, with malicious emails and deceptive ads flooding inboxes. As highlighted by cybersecurity experts, many of these attacks rely on human instinct—tempting users with too-good-to-be-true offers. The latest data indicates a staggering increase in phishing attempts, and the statistics paint a grim picture. A recent survey found that a significant portion of consumers cannot differentiate between fake and real websites. This illustrates the urgent need for heightened awareness and caution while navigating the online shopping world.

In light of this growing danger, shoppers are urged to adopt safer practices: verifying offers with price tracking tools, scrutinizing URLs, avoiding untrusted Wi-Fi networks, and remaining skeptical of unsolicited communication from retailers. This Black Friday, the responsibility lies not only with companies to protect their customers, but also with consumers to approach deals with a more critical eye.

Sources:

• How Black Friday became the most dangerous day on the internet