Deal or steal? Black Friday shoppers at risk, as only half carry out scam checks

• Barclays issues Black Friday warning as the Bank’s data shows purchase scams have risen consistently since 2021 – with 72 per cent originating on social media
• More than half of Black Friday shoppers worry about being scammed – with four in 10 of those shunning the sales opting out due to scam fears
• Only one in two conduct checks before committing to a purchase when shopping during the Black Friday sales period
• Barclays Fraud & Scams Expert Kirsty Adams shares tips on how to stay “scam smart” and avoid falling victim to a purchase scam in the Black Friday sales

New data from Barclays shows that purchase scams continue to rise, with the average claim so far this year exceeding £700. While the sales period now stretches across the month, Barclays Consumer Spend insights show Black Friday itself remains the year’s busiest day for retail spending¹. As Brits gear up to bag a bargain, Barclays is urging deal-seekers to be diligent and wary of  purchase scams when shopping in this year’s sales.

Barclays data shows that in November last year, purchase scams accounted for three in four scam claims (75 per cent)². Both the volume and value of purchase scam reports in the month increased year-on-year, up 23 per cent and 19 per cent respectively, following an established trend; the total volume and value of reported purchase scams has consistently increased each year since 2021.

Overconfident shoppers skipping scam checks

Four in 10 (37 per cent) Brits plan to shop during this year’s Black Friday period³, but these shoppers may be at risk due to overconfidence in their ability to spot and prevent scams.

While more than half of all shoppers (55 per cent) say they are worried about purchase scams, the majority – 84 per cent – are confident they will avoid falling victim. Despite this confidence, only half of shoppers (51 per cent) say they carry out any checks before committing to Black Friday purchases. An even smaller proportion (36 per cent) ensure that a retailer is legitimate and has good online reviews before checking-out – potentially leaving shoppers susceptible to scams.

A quarter (25 per cent) of consumers have already decided to opt out of Black Friday altogether, with 37 per cent of this group avoiding the sales due to concerns about being scammed.

Shoppers change habits, and scammers follow

Barclays research shows social shopping platforms such as TikTok Shop and YouTube Shopping are becoming increasingly popular retail channels, with one in eight shoppers (12 per cent) and one in five under 35s (22 per cent) having bought something this way in the last 12 months.

But as shopping habits change, so do scammers and their techniques. Barclays analysis of scam claims dating back to January 2021 shows 72 per cent of purchase scams originate on social media, demonstrating the urgent need for these platforms to increase preventative measures and consumer protection against these criminals.

Whilst most people fall victim on social media, consumers also cite high levels of suspicious scam activity through their emails. Of those who say they have been targeted by a purchase scam in the last year, over four in 10 (43 per cent) were approached by email, with a third spotting the scam on social media (33 per cent).

Black Friday FOMO puts the pressure on

The sense of urgency to bag a deal can lead to impulse purchases and mean shoppers are more vulnerable to scams. A quarter (26 per cent) say they feel pressure to commit to a purchase as quickly as possible due to fear of missing out (FOMO). A further one in five (20 per cent) of those planning to participate in Black Friday sales even admit they they’re willing to risk being scammed to secure the best deals.

Kirsty Adams, Fraud and Scams Expert at Barclays, says: “With the value of the average purchase scam claim rising to over £700, we’re warning customers about the heightened risk of scams this Black Friday. Many of us will be overloaded with information during these sales, targeted by the latest “hot” deal wherever we turn, and it can be hard to work out which offers are legitimate.

“We’re advising people to take their time to shop safely and securely this Black Friday. Scammers are becoming increasingly sophisticated, so even those clued up on scam tactics could find that they’re susceptible. No matter how scam-smart you think you are, all shoppers should do their research – check a seller is legitimate by reading reviews and avoid clicking on any links or ads, instead going direct to the brand’s website.”

To help keep customers safe this Black Friday, Kirsty Adams, Fraud & Scams Expert at Barclays shares her top tips on how to stay “scam smart” when shopping online:

1. Plan ahead and take your time: With “last-minute” deals up for grabs, it can be easy to feel pressure to make an urgent purchase there and then. However, no bargain is worth the risk of being scammed. Take the time to plan in advance, budget how much you can afford to spend and do your research on the legitimacy of the retailers and offers before parting with your hard-earned cash.
2. Go straight to the source: Scammers are continuously getting better at impersonating well-known brands – via text, email and social media deals. Even if you receive what looks like legitimate marketing, be wary of clicking on the links you receive and instead go directly to the company’s official website.
3. Read the reviews: If you’re buying from a new or unfamiliar retailer, check their online reviews before you head to the checkout. Shoppers will often flag bad experiences they’ve had with fraudulent sites, so doing your own research can stop you from making the same mistake.

Notes to Editors

¹Barclays consumer card spending data shows Black Friday has remained the busiest day for retail spending (excluding groceries) for five consecutive years.

²Barclays data referenced in this release are based on Barclays business and personal current account customer scam data for Jan 2021-August 2024.

³The research was conducted by Censuswide between 18-23 October 2024, among a sample of 4,008 nationally representative consumer aged 16+.

For more information, please contact Dee Fallon at deirdre.fallon@barclays.com or India McMillan at india.smyth@barclays.com

About Barclays

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