1 in 3 Americans Hit by Online Shopping Scams: How to Protect Yourself This Black Friday

A new study from Pew Research Center finds that roughly one in three U.S. adults have fallen victim to an online shopping scam. With Black Friday and Cyber Monday just days away, the timing of this research is a reminder that fraudsters are counting on holiday shoppers to let their guard down. Here’s what the data tells us and what you can do to shop safely.

What happened

Pew’s report, published in November 2025, surveyed American adults about their encounters with online scams. About 32 percent said they had personally experienced an online shopping scam—a figure that includes attempted fraud as well as actual financial losses. The study is part of a broader Pew series on online scams and attacks in America.

Separate reporting from the Tech Transparency Project (October 2025) found that deepfake ads on social media are a growing problem. These ads use AI-generated images or voice clones of celebrities, often falsely endorsing products or “miracle” deals. Meta’s platforms, in particular, have been described as “awash” in such deceptive promotions. The combination of sophisticated fakes and high-pressure holiday marketing creates a dangerous mix for consumers.

Why it matters

Holiday shopping season is already underway. According to Pew’s earlier research (2022), Americans increasingly turn to mobile phones for shopping, and influencers play a bigger role in purchasing decisions. That shift gives scammers more entry points: fake apps, phishing texts that look like order confirmations, and social media marketplace listings that never ship anything.

The common scams fall into a few categories:

  • Fake websites that mimic well-known retailers (small URL misspellings, no HTTPS).
  • Phishing emails and texts offering too-good-to-be-true discounts, often with urgent countdown timers.
  • Social media marketplace scams where a seller demands payment via gift cards or wire transfer, then disappears.
  • Deepfake endorsement ads that make it look like a trusted figure is promoting a product.

The risk isn’t just losing money. Scammers also harvest personal and financial data that can be used for identity theft. With one in three Americans already affected, the odds suggest many more will be targeted this season.

What readers can do

You don’t need to be a cybersecurity expert to reduce your risk. A few practical habits make a real difference.

Pay with a credit card, not a debit card. Credit cards generally offer stronger fraud protection under federal law (Fair Credit Billing Act). If a transaction is unauthorized, you can dispute it and get your money back while the card issuer investigates. Debit cards have weaker protections and can drain your bank account immediately.

Verify the website and seller. Before entering payment information, check the URL carefully. Scammers often use domains like “amaz0n-deals.com” or “bestbuy-discounts.net.” Look for the padlock icon and “https://” at the start of the address—but note that a padlock alone doesn’t guarantee legitimacy; scammers can get SSL certificates too. Cross-check the site against the official retailer’s address.

Avoid clicking links in unsolicited messages. If you receive a text or email with a “limited-time deal,” do not tap the link. Instead, open your browser, go directly to the store’s website, and search for the offer yourself. Legitimate retailers rarely send unsolicited links with deep discounts.

Use payment services with buyer protection. When buying from a marketplace or an individual seller, services like PayPal Goods and Services, or credit cards with purchase protection, give you recourse if the item never arrives or is significantly different from what was advertised. Avoid Zelle, Venmo, CashApp, or wire transfers for transactions with strangers—these offer little to no fraud recovery.

Be skeptical of extreme deals. If a brand-new video game console is listed at 80 percent off, ask why. Scammers prey on the fear of missing out. Take a moment to search for reviews of the seller or the ad. A reverse image search on product photos can reveal copied images from legitimate listings.

Enable two-factor authentication (2FA) on your email and shopping accounts. This adds a second step to logins, making it harder for scammers to break in if they steal your password.

What to do if you are scammed. Act quickly. Contact your bank or credit card issuer immediately to report the charge and request a reversal. File a report with the Federal Trade Commission at ReportFraud.ftc.gov. For scams involving gift cards, contact the card issuer; some can freeze the funds if you act fast. Change any compromised passwords and monitor your bank and credit card statements for the next few weeks.

Sources

  • Pew Research Center. “About 1 in 3 Americans say they experienced an online shopping scam.” November 2025.
  • Pew Research Center. “Online Scams and Attacks in America Today.” July 2025.
  • Tech Transparency Project. “Meta Awash in Deepfake Scam Ads.” October 2025.
  • Fingerlakes1.com. “BLACK FRIDAY SCAMS: What to watch out for online this year.” November 2025.
  • Pew Research Center. “For shopping, Americans turn to mobile phones while influencers become a factor.” November 2022.