Black Friday and Christmas shopping scams: how to shop safely online (UK)

Posted on by Safety App UK team

Online shopping scams peak between Black Friday and January: police figures show £11.8 million was lost to online shopping fraud in the 2024 festive season alone. Buy from shops you have checked, never pay a seller by bank transfer, and use a credit card where you can, because it gives you the strongest legal protection. If you paid a fake shop, call your bank on 159 straight away.

Updated 19 October 2026 · Sources: NCSC, City of London Police, Action Fraud/Report Fraud, MoneyHelper, Citizens Advice, GOV.UK

Paid a fake shop or shared card details? Call your bank on 159 now

The sooner your bank knows, the better your chance of stopping the payment or getting money back. Call 159 or the number on the back of your card, ideally from a different phone. If someone is threatening you or you are in danger, call 999.

Christmas shopping fraud in four numbers

£11.8m

Lost to online shopping fraud between 1 November 2024 and 31 January 2025, according to City of London Police (quoted by the NCSC).

16,000+

Reports of online shopping fraud to Action Fraud over the festive period from November 2023 to January 2024.

43%

Share of those festive reports (7,168) that mentioned a social media platform. Online marketplaces came up in 18.9%.

£695

Average loss per victim over the same 2023–24 festive period. The average age of victims was 42.

£11.8m: NCSC news release of 17 November 2025 (City of London Police figure). 16,000+, 43%, 18.9%, £695 and age 42: NCSC news release of 18 November 2024 (Action Fraud reports, November 2023 to January 2024). Checked 19 October 2026. Many victims never report, so the real totals are higher. Action Fraud is now called Report Fraud.

When is Black Friday 2026, and why do scams rise then?

Black Friday falls on Friday 27 November 2026 and Cyber Monday on 30 November, but many “deals” start weeks earlier and run into the January sales. Criminals copy that rush: fake shops, fake adverts on social media and “only 2 left” countdowns push you to pay before you check. The NCSC warns that scarcity and limited-time offers are classic fraud tactics.

How can you tell if a shop or deal is fake?

Look for the pattern, not the logo. A fake shop usually has prices far below everyone else, pressure to buy now, few or no real reviews on trusted sites, no proper contact details and, often, a request to pay by bank transfer. Search the shop’s name with the word “reviews” or “scam” before you buy, and type the address of big brands yourself rather than tapping an advert.

Red flags to look for

Too cheap to be true

Big-name trainers, phones or consoles at a fraction of the usual price, especially items that are hard to get, are the most common bait.

Pay by bank transfer

A seller who wants a bank transfer, or a “discount” for paying that way, is a major warning sign. The NCSC says never pay a shop by direct bank transfer.

Countdown pressure

“Only 2 left”, “deal ends in 10 minutes”: timers and scarcity are there to stop you checking the shop first.

An advert, not a shop

A social media advert or post that leads to a site you’ve never heard of, with an odd web address and no UK contact details, needs checking before you pay.

Based on NCSC and Home Office “Stop! Think Fraud” advice, checked 19 October 2026. Got a text about a parcel you didn’t order? See our guide to fake delivery texts.

What is the safest way to pay online?

A credit card is usually safest. Under section 75 of the Consumer Credit Act, the card company is jointly liable for items costing more than £100 and up to £30,000. Debit, credit and prepaid cards can also use chargeback, usually within 120 days. Bank transfers, gift cards and money transfer services are the hardest to get back.

▼ green = strongest protection, ▬ amber = some protection, check the rules, ▲ red = avoid paying a shop this way. Based on MoneyHelper’s card-protection guide and Citizens Advice’s “get your money back after a scam” page, checked 19 October 2026. Scam refunds for bank transfers have a cap and banks may deduct an excess, so ask your bank for the current rules.

Paid a fake shop? What to do now

1. Stop paying and save the evidence

Don’t send more money, even if the seller promises a refund or asks for a “release fee”. Screenshot the website address, the advert, your order and any messages.

2. Call your bank on 159

Tell them it was a scam and how you paid. Ask about section 75, chargeback or a scam refund, and block the card if you typed its details into the fake site.

3. Report the fraud

In England, Wales and Northern Ireland report to Report Fraud online or on 0300 123 2040. In Scotland call Police Scotland on 101. Keep the reference number for your bank.

4. Report the website and the advert

Use the NCSC’s free “Report a scam website” form, and report the advert to the platform it appeared on. Scam emails go to report@phishing.gov.uk.

5. Watch for follow-up scams

Change any password you used on the site and turn on 2-step verification. Be wary of calls offering to “recover” your money: hang up and call 159 yourself.

Steps from the NCSC’s online shopping fraud page and GOV.UK, checked 19 October 2026. More detail: how Report Fraud works and where to report a crime in the UK.

Are social media and marketplace sellers riskier?

They are where much festive fraud starts: 43% of Action Fraud’s 2023–24 festive reports mentioned social media and almost 1 in 5 an online marketplace. Keep every payment inside the marketplace’s own checkout, never pay a private seller by bank transfer, and see an item in person before paying where you can. Scammers who move you off the platform often use the same tricks as in romance scams.

Myths vs facts

Myth: the padlock means it’s safe

A padlock only means the connection is encrypted. Fake shops can have one too. Check who you’re paying, not just the padlock.

Myth: the bank always pays you back

It depends on how you paid. Gift cards and money transfer services are unlikely to be refunded, and a bank-transfer refund can be refused.

Fact: a deposit can count

MoneyHelper says paying even part of the price (such as a deposit) on a credit card can let you claim the full price under section 75.

Fact: reporting a site helps others

You don’t need to be sure. The NCSC analyses every website reported to it and can work with hosting companies to take scam sites down.

Frequently asked questions

Read reviews on trusted review sites, not just on the shop’s own pages, and search the shop’s name with “scam”. Check for a real UK address and phone number, compare the price with well-known retailers, and type big brands’ web addresses yourself instead of tapping adverts. If anything feels wrong, stop.

Possibly. For UK Faster Payments and CHAPS payments made since 7 October 2024, banks should usually refund scam victims, up to a cap and sometimes minus an excess. They can refuse if they think you weren’t careful enough. Call your bank on 159 straight away; our romance scams guide explains the rules.

No. Section 75 covers single items or sets costing more than £100 and up to £30,000. For cheaper items, ask your card provider about chargeback, which works on debit, credit and prepaid cards, usually within 120 days.

Yes, if you can. Reporting the website to the NCSC is free, takes a minute and helps get scam sites taken down. Report the advert to the social media platform too. You only need to contact Report Fraud or the police if you lost money or shared personal details.

Related guides: fake delivery texts, Report Fraud explained and doorstep scams and rogue traders.

Sources

General safety information, not legal or financial advice. Refund rules can change, so check with your bank or card provider. In an emergency, always call 999.

Keep reading

Christmas shopping trips and late nights out: get home safe too

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