1 in 3 Americans Hit by Online Shopping Scams: How to Protect Yourself This Holiday Season

The holiday shopping season is in full swing. Black Friday and Cyber Monday are almost here, and retailers are pushing deals across every channel. But scammers are working just as hard. A new survey from the Pew Research Center, released in November 2025, found that approximately one in three U.S. adults say they have experienced an online shopping scam. That’s a striking figure, and it ought to give anyone pause before clicking “buy.”

What Happened

Pew’s survey, part of a broader study on online scams and cyberattacks in America, asked respondents whether they had ever been the victim of an online shopping scam. The result: about 33% said yes. The research did not break down the types of scams in detail, but other sources help fill in the picture.

Common shopping scams include fraudulent websites that mimic legitimate retailers, phishing emails that appear to be order confirmations from known stores, and increasingly, deepfake ads that use a celebrity’s likeness to promote fake products. A report from the Tech Transparency Project earlier this year documented how deepfake scam ads have proliferated on platforms like Meta, often featuring AI-generated voices or images of public figures endorsing weight-loss gummies or investment schemes. These ads are designed to look like a friend’s recommendation or a news article, making them hard to spot.

Another article from Fingerlakes1.com, published just before Black Friday 2025, warned shoppers about specific scams to watch for this year, including fake “order issue” text messages and phony social media storefronts that disappear after taking payments.

Why It Matters

The one-in-three figure is significant because it normalizes a problem that many people still believe happens only to the careless or unlucky. In reality, online shopping scams can target anyone, regardless of digital savvy. They’re especially prevalent during peak shopping periods when people are in a hurry and expecting more deals than usual.

Beyond the direct financial loss—which can range from a few dollars to thousands—these scams erode trust in e-commerce and make people hesitant to shop online. That’s a real concern, because more Americans than ever are relying on mobile devices and social media for their purchases. A 2022 Pew survey, also cited in the research feed, noted that mobile phones have become the primary shopping tool for many, and influencers now factor into purchasing decisions. Scammers exploit these trends by setting up fake influencer accounts or spoofing popular shopping apps.

What You Can Do

You don’t have to avoid online shopping altogether, but a few simple habits can cut your risk significantly.

Before you click “buy”:

  • Verify the seller. If you’re on a site you haven’t used before, search for reviews from independent sources. Check for a physical address and phone number.
  • Examine the URL carefully. Scammers often use addresses that look real but contain a typo (e.g., “amaz0n.com” instead of “amazon.com”).
  • Look for HTTPS and a padlock icon in the address bar. It’s not a guarantee, but it’s a minimum requirement.
  • Be skeptical of deals that look too good. A 70% discount on a new smartphone from an unknown store is almost certainly a trap.
  • Use a credit card for payment. Credit cards generally offer better fraud protection than debit cards or peer-to-peer payment apps like Venmo or Zelle. Avoid wiring money or using gift cards as payment.

If you suspect you’ve been scammed:

  • Contact your bank or credit card issuer immediately to report the fraudulent charge and request a reversal.
  • Change your account passwords, especially if you used the same password elsewhere.
  • Report the scam to the Federal Trade Commission (FTC) at ReportFraud.ftc.gov.
  • If you interacted with a scam ad on Facebook or Instagram, report the ad to the platform.

During Black Friday and Cyber Monday specifically:

  • Stick to well-known retailers. If a deal appears in a social media ad from a brand you don’t recognize, go to the brand’s official website directly rather than clicking the ad.
  • Ignore unsolicited emails or texts claiming there’s a problem with an order unless you recently placed that exact order. Instead of clicking any link, go to the official website and log in to your account.
  • Be wary of “limited time” pressure. Scammers often create fake urgency to push you into acting without thinking.

Sources

  • Pew Research Center, “About 1 in 3 Americans say they experienced an online shopping scam,” November 19, 2025.
  • Pew Research Center, “Online Scams and Attacks in America Today,” July 31, 2025.
  • Tech Transparency Project, “Meta Awash in Deepfake Scam Ads,” October 1, 2025.
  • Fingerlakes1.com, “BLACK FRIDAY SCAMS: What to watch out for online this year,” November 20, 2025.
  • Pew Research Center, “For shopping, Americans turn to mobile phones while influencers become a factor,” November 21, 2022.