Black Friday scams: the red flags to watch for in 2026

Black Friday is the biggest shopping day of the year, making it a prime time for scammers to pounce.

In this guide, I’ll explain the most common Black Friday scams, red flags to look out for, what to do if it happens to you and how to protect yourself. 

I’ll also explain how you can spot genuine deals and avoid getting ripped off. 

The most common Black Friday scams

Fake website 

Scammers will often reproduce copycat websites that look just like legit ones in a bid to get your personal details. 

You might see these shops promoted on social media with huge discounts. 

Before you buy, always check the URL. If anything looks dodgy, then avoid. 

You can use the CIFAS x  Get Safe Online’s free website checker as one extra check. It can’t guarantee a site is safe.

Phishing emails and texts 

You get an email or a text telling you there’s a delay or issue with your delivery, or even a fake delivery notice. 

Once you click the link and add your details, you hand over your personal information. 

These emails and texts can be hard to spot. Check the email address and phone numbers - if in doubt, don’t click the link.

Too-good-to-be-true deals 

If a deal seems too good to be true, then it probably is. 

Fraudsters will use mega discounts, fake countdowns and pressure tactics, such as ‘buy now’ or ‘selling fast’ to get you to pass over your details or scam you out of money. Retailers must not use false urgency or scarcity claims. You can report suspected cases to Trading Standards.

Fake sellers on marketplaces or social media 

You find the deal of the century and try to buy it on a marketplace or social media site. Then the seller asks you to pay via bank transfer or off the platform.

Scammers might also ask you to pay in an unusual way, such as buying gift cards. 

If this happens, then it should ring alarm bells. If you’re collecting an item in person, meet in a public place, check the item before you pay and never send money in advance.

Fake refund and survey scams

Scammers will send out emails promising refunds or cash in return for surveys - instead they steal your information, or, worse, have access to your financial data.

Keep your eyes peeled in your email inbox and text messages. 

The red flags to check before you buy

Shopping on your phone? Before you follow a deal or enter your payment details, check:

• The web address: Look for misspellings, extra words or a domain that imitates a familiar brand. Open the retailer’s official website or app yourself if you’re unsure.
• The sender: Check the full email address, rather than just the display name. An unexpected message claiming to come from a familiar retailer still needs checking.
• The discount: Is the price much lower than everywhere else? Compare the same product with other retailers before deciding it’s a bargain.
• The payment method: Be cautious if a seller insists on a bank transfer or asks you to pay outside a marketplace’s checkout.
• The pressure: Countdown timers, “last chance” messages and demands for immediate payment are reasons to pause.
• The spelling and design: Broken pages, poor images and unusual wording can be warning signs. But scam sites can also look polished and professional.

Check its company and contact details. Look for a business name, postal address, contact information and clear delivery and returns policies. 

If it claims to be a UK limited company, compare its details with the Companies House register. Treat this as one check: copied company details alone don’t prove a website belongs to that business.

Read reviews from several independent sources. Don’t rely only on testimonials displayed on the retailer’s own website. 

Look for recurring complaints about missing orders, refunds or difficulty contacting the seller.

Look into the website’s history. Domain registration records may show when its web address was registered. 

A recently registered address should prompt further checks, particularly if the retailer claims to have traded for years. 

Does a padlock mean a website is safe?

No. A padlock or “https” means the connection between your browser and the website is encrypted. It doesn’t confirm that the business is genuine. Scam websites can use encrypted connections too.

Can a free checking tool help?

A website checker can provide another useful check before you buy. However, a reassuring result isn’t a guarantee, so use it alongside your own checks of the seller, price and payment method.

How to pay safely

You’ve found your bargain, and now it’s time to buy it but there are a number of steps you can take to protect your purchases. 

If your item never arrives or is faulty, the protection you have depends on how you paid:

• If you pay by credit card for an item costing more than £100 and up to £30,000, Section 75 of the Consumer Credit Act may make your card provider jointly responsible with the seller if the item doesn’t arrive, isn’t as described or is faulty. You’ll need to make a claim and eligibility rules apply.
• If you pay by debit card, you may be able to ask your bank for a chargeback. It’s a process run through the card schemes. Time limits apply and a refund isn’t guaranteed.
• PayPal’s Buyer Protection may cover eligible goods and services payments. Friends and Family payments are excluded.
• If you’re considering buy now, pay later (BNPL), eligible purchases costing more than £100 and up to £30,000 may have Section 75 protection under a regulated deferred payment credit agreement taken out on or after 15 July 2026. Check what protection your agreement gives you before you buy. BNPL is borrowing. Missed payments may lead to charges or affect your credit file. Only use it if you can afford the repayments.

If something goes wrong, contact your card provider, lender or payment provider to ask what options you have.

Bank transfers offer fewer protections than cards. If you’re scammed, you may be able to claim under the APP rules below, but a refund isn’t guaranteed.

For more tips read my guide to avoiding ticket and gig scams. 

If you think you’ve been scammed

If you think you’ve been scammed, then act fast - contact your bank immediately. Call 159 if your bank supports it, or use the number on the back of your credit or debit card. If it was on a social media platform or marketplace, report the account.

Keep evidence of screenshots, the seller’s profile, messages, order confirmation and the payment details before reporting an account.

Report it to Report Fraud (or Police Scotland in Scotland). You can forward scam emails to the National Cyber Security Centre (NCSC) at report@phishing.gov.uk and forward scam texts to 7726.

You can report faulty or fake goods to Citizens Advice or Trading Standards.

If you’re tricked into sending money to a scammer, you may be covered by authorised push payment (APP) scam reimbursement rules. They cover eligible transfers between UK accounts made through Faster Payments or CHAPS.

You can ask your bank for a refund of up to £85,000 under the rules. Report the scam as soon as possible and within 13 months of the last payment in the scam. Most claims should be resolved within 5 working days, although some can take up to 35 working days.

Your bank may refuse a refund if it can show you acted with gross negligence. It may also deduct an excess of up to £100. If your circumstances made you particularly vulnerable to the scam, tell your bank. The gross negligence exception and excess don’t apply in those cases.

You could share this guide with anyone who feels less confident shopping online.

How to spot dud deals

One of the biggest mistakes shoppers make on Black Friday is falling for ‘fake’ bargains.

Under the Digital Markets, Competition and Consumers Act 2024, retailers must avoid misleading shoppers about discounts. If a retailer advertises a ‘was’ price, it should reflect a genuine previous selling price. A brief price rise before a sale can make a saving look bigger than it really is. If you think a discount is misleading, you can report it to Citizens Advice or Trading Standards.

However, just because an item is offered at a discount it doesn’t mean that this is the cheapest price available online or on the high street. 

Here’s my Black Friday shopping checklist to make sure you don’t buy a dud deal:

• Make a list and set a budget. Decide what you want to buy and how much you’re comfortable spending before browsing the sales.
• Check historic prices. Use a price-history tool to see whether the item has previously been cheaper. Don’t judge a deal on the advertised saving alone.
• Compare prices. Search for the exact model or product at other retailers, including shops that aren’t advertising a Black Friday sale.
• Look for extra discounts. Check for voucher codes, newsletter sign-up offers and any student, workplace or membership discounts you qualify for. Read the terms to see whether they work on sale items.
• Check cashback offers. See whether you could earn cashback through a cashback website, your bank or credit card. Check eligibility and tracking requirements, and treat cashback as a potential bonus until it’s paid.
• Compare the final cost. Include delivery, compulsory fees and any extras you need. Check whether collecting your order could cost less.
• Check the seller. Look for clear contact details and independent reviews, especially if you haven’t bought from the retailer before.
• Read the returns policy. Check return deadlines, any return postage costs and whether Christmas gifts qualify for an extended returns period.
• Check how you’ll pay. If you’re using credit, consider the full cost and repayment dates before buying.
• Pause before checking out. Don’t let a countdown timer rush you. Ask yourself whether you want the item, whether it fits your budget and whether the price represents good value.