How to spot a scam during Black Friday and Cyber Monday

Millions of Australians are on the hunt for a bargain over the Black Friday and Cyber Monday weekend this year — and scammers are chasing their next victim.

Shoppers have been urged to stay vigilant as scammers use artificial intelligence to deploy more sophisticated cons.

Where are scams most likely to surface, and how can you stay safe?

Here's what you need to know.

What are the most common scams over the sales period?

According to experts, the most common festive season scams to look out for are:

• Social media impersonations
• Fake or clone retail websites
• Phishing emails
• False delivery or shipping text notifications
• Fake gift cards or coupons

Catriona Lowe, deputy chair of the Australian Competition & Consumer Commission (ACCC), said scammers loved Black Friday sales.

The ACCC has revealed that shopping scams were the most reported scam type resulting in financial loss so far this year, with reported losses up 19 per cent from the same period in 2024.

Increasingly, some scammers are aiming to compromise social media accounts to target their victims' personal networks, particularly on Facebook and Instagram, according to the watchdog.

"After gaining access, scammers impersonate the account holder to promote scams such as fake ticket sales, 'fire sales', grant offers, and investment schemes," the ACCC added.

"They further compromise friends' accounts by requesting one-time codes under false pretences, enabling a chain of account takeovers."

With the rapid development of AI, scammers can now make their tricks more convincing and at scale.

Matthew Warren, a professor of cybersecurity at RMIT University, said scammers can use the technology for various nefarious purposes.

ANZ data, meanwhile, has revealed that goods and services scams accounted for around 40 per cent of all scam cases reported and resolved in the period July 2024-June 2025.

"Customers should always double-check all details are correct and the website they are purchasing from is legitimate," said Shaq Johnson, head of customer protection at ANZ.

How can shoppers stay safe?

Professor Warren from RMIT said basic cyber hygiene — keeping sensitive data secure and protected — and common sense were key.

"If you get an email and SMS of an amazing offer do not click on the link as it may be [a] trick. Go to the retailer's website and find the offer there," he urged.

"Buy from trusted companies and retailers, check reviews — not unknown companies with a fancy website."

He also encouraged consumers to use secure payment options that offer some level of consumer protection and Multi Factor Authentication (MFA), such as a code sent to your phone or an authenticator app when someone makes a payment or logs into an account.

Here are six quick ways to identify a scam shopping site, according to consumer body CHOICE:

• It has an unusual URL
• The prices are too good to be true
• It has poor-quality content or an unusual layout
• It has unusual payment methods
• The reviews are damning
• It was only created recently

It is worth noting that seeing a padlock symbol and "https" in a website's URL does not mean the site itself is safe, according to CHOICE.

"Black Friday is just one of the times of the year when there are increased scams," Professor Warren said.

On the retailer side, meanwhile, Brad Perriott, country manager from cybersecurity company SentinelOne, said companies need to put measures in place to protect shoppers ahead of the holiday rush.

This could include keeping software, plug-ins, and payment systems fully up to date, monitoring for fake versions of their brand online, and ensuring staff are trained to spot suspicious activity, he told the ABC.

"Threat actors move quickly exploiting any weakness, so routine audits and checks are essential," he said.

What to do if you got scammed?

Here is what you can do, according to the ACCC:

• Contact your bank immediately if you think you've lost money or shared financial details
• Contact IDCARE (www.idcare.org or call 1800 595 160) if you want support to recover — they can help you create a plan to limit the damage of scams
• Report to Scamwatch (www.scamwatch.gov.au) to help protect others
• Report to police (www.cyber.gov.au)
• Change passwords and security details if you think they've been compromised
• Monitor your bank statements and credit reports for unusual activity
• Report the scam to the impersonated organisation and platform where the scam is happening

Being scammed can feel overwhelming. Support is available at Lifeline on 13 11 14 or Beyond Blue on 1300 22 4636.