Barclays has issued a warning to bargain hunters ahead of Black Friday, with new research showing that a fifth (21%) of UK consumers admit to browsing and buying online while multitasking, such as watching television. The bank cautioned that divided attention makes it easier to overlook red flags, including misspelt web addresses or deals that appear too good to be true.
The survey of 2,000 people across the UK, carried out by Opinium Research in October, found that a third (34%) of respondents have either been targeted by, lost money to, or know someone who has fallen victim to a shopping scam. Despite widespread awareness of fraud, only one in 10 (10%) said they feel confident they will not be misled during the Black Friday and Cyber Monday sales, while just over a third (36%) routinely verify whether a website is genuine before making a purchase.
Retailers launch early promotions
Although Black Friday officially falls on November 27, many retailers launch promotions weeks in advance, giving fraudsters a wider window to strike. Kirsty Adams, a fraud and scams expert at Barclays, said: "Black Friday is a great time to grab a bargain, and most of us know scams are out there. But when you’re scrolling on the sofa and a countdown timer starts ticking, or a deal pops up in your feed from an account that looks just like a brand you trust, it’s easy to get swept up and pay before you’ve had a chance to check."
"No deal is worth rushing for," she added. "So take a moment before you buy. Go to the retailer’s own website or app, and never pay by bank transfer to someone you don’t know."
AI makes scams more convincing
The research also highlights growing concern over how artificial intelligence (AI) is being exploited by criminals. Three-quarters (76%) of shoppers believe advances in AI have made scams more convincing, specifically pointing to fake customer reviews (44%) and fraudulent retail websites (43%) as harder to detect. Only around a third (34%) feel confident they could spot an AI-generated scam.
Dr Rasha Kassem, senior academic and leader of the Fraud Research Group at Aston University, warned that consumers should not let their guard down even when dealing with household names. "Consumers must remember that even familiar brands can be impersonated," she said. "Advances in artificial intelligence have made it easier for criminals to create highly convincing copies of legitimate retail websites, complete with professional designs, logos and fabricated customer reviews."
Expert advice for safe shopping
Phil Cotter, chief executive at SmartSearch, echoed the warning, noting that traditional giveaways such as spelling errors and poorly designed pages are rapidly disappearing thanks to AI. "The merchandise is often advertised at irresistible prices, but once you’ve handed over your money, the website disappears, the goods never arrive, and your card details may have been harvested along the way," he explained. "If a deal looks too good to be true, it probably is. And before entering any payment details, check the web address carefully and make sure you’re buying from the genuine retailer."
Mr Cotter also advised shoppers to be wary of phishing texts or emails claiming there is a delivery issue, an account suspension, or a need to verify a payment - tactics designed to create panic and steal personal details. For those using online marketplaces or social media platforms, he stressed the importance of navigating directly to a brand's official website and never agreeing to pay outside a platform's recognised payment system.
