Black Friday 2026: How to Spot Fake Deals and Shopping Scams

Start with the price, not the discount

Black Friday falls on Friday 27 November in 2026, but retailers often begin advertising promotions weeks earlier. A tempting offer can be useful if you were already planning to buy the item. It becomes less attractive when the headline discount encourages an unnecessary purchase or when the previous price was unusually high.

Write a short shopping list and a realistic budget before opening the sales pages. Check what the product usually costs at several established retailers. A large percentage reduction is not proof that the final price is the best available, and a countdown clock is not a reason to skip basic checks.

Check who is selling

The UK's National Cyber Security Centre advises shoppers to verify that an online shop is legitimate, including by looking at reviews on independent, trusted websites. A convincing logo or a polished social-media advertisement does not establish that a seller is genuine.

Pay attention to the full web address, not just the shop name in a search result. Fake retailers sometimes use lookalike domains or copied product photographs. Be especially cautious when a new seller offers a sought-after item at a price far below every established competitor. If something feels inconsistent, leave the site and search for the retailer independently.

Protect accounts and payments

The NCSC recommends switching on two-step verification for important accounts. This adds a second check when someone tries to sign in and makes it harder for a criminal to take over an account using a stolen password. Using unique passwords also limits the damage if one website suffers a breach.

At checkout, avoid paying an unfamiliar seller by direct bank transfer. Consider the protection offered by your chosen payment method and check the terms rather than assuming every card or digital wallet provides identical safeguards. Where possible, do not allow unfamiliar websites to save your card details.

Watch for delivery messages

Scammers know that people expect parcels after a shopping spree. A text claiming that a delivery has failed, an address needs correcting or a small fee is due can be an attempt to capture payment information. The NCSC advises against clicking links in unexpected delivery messages.

Instead, open the delivery company's official app or website yourself and enter a tracking number you already know. If you are not expecting a parcel, that is an additional reason to be sceptical. The same caution applies to unsolicited emails claiming that a payment failed or an order must be confirmed immediately.

Keep the season enjoyable

Safe shopping is not about avoiding every online bargain. It is about giving yourself time to compare prices, check sellers and use secure payment methods. Save order confirmations, monitor your bank statements and report suspicious messages through official channels. A good deal should still look good after a few minutes of scrutiny. If the offer disappears while you are checking it, that is usually preferable to losing money to a fraudulent shop.

Sources and image credit

National Cyber Security Centre, shopping scam guidance: https://www.ncsc.gov.uk/news/stay-alert-to-holiday-shopping-cyber-scams

Photo by Mohamed_hassan on Pixabay (illustrative stock photograph).