How to Stay Safe Shopping Online This Black Friday

Black Friday falls on 28 November 2025, and what used to be a single day of deals has now expanded into a weekend - or even a full week - of bargains stretching through to Cyber Monday. While the offers are bigger and better than ever, so too are the opportunities for cybercriminals to trick shoppers.

In 2025, with AI now a normal part of everyday life, scammers are using it to create more convincing fake adverts, realistic phishing emails, and cloned websites. This makes spotting fraud more challenging than ever, even for experienced online shoppers.

As cyber security experts helping businesses stay safe every day, we know exactly what criminals are up to and we have practical advice you can use to protect yourself while shopping online.

Here’s how to protect yourself while hunting for those bargains.

Watch out for AI-powered fake adverts

Scammers are using AI to generate highly realistic adverts and product listings on social media and shopping platforms. These often lead to fake websites or malicious payment portals that look legitimate.

Before clicking, check the URL carefully, even a single letter can indicate a fake. When in doubt, go directly to the retailer’s official website instead of following links from social media or emails.

Check the website’s security

Look for https:// and the padlock icon in your browser. This shows the site uses encryption to protect your information.

Remember, though, that even scammers can obtain valid security certificates. A safer approach is to assess the overall site: does it have contact information, clear branding, and transparent return policies? If anything feels off, step away.

Beware of fake customer support

AI is also being used to create convincing fake support accounts on social media or chat platforms. Fraudsters pose as official support, offering help with orders or refunds.

Never share personal or payment information through social media messages. Always use the verified contact details from the company’s official site.

Don’t trust every email or text

Phishing attacks are getting smarter thanks to AI. Scammers can mimic the tone and design of real brands, making emails and texts almost indistinguishable from legitimate messages.

Pause before clicking on links. Check the sender’s address carefully, and visit the retailer’s website directly rather than using links in the message.

Protect your payment details

Use credit cards or secure payment services like PayPal, which offer better protection against fraud. Avoid bank transfers or payments to sellers you don’t know.

Enabling transaction alerts from your bank can also help you spot suspicious activity early.

Watch for AI-generated content

AI is increasingly used to create fake reviews, deepfake videos, and influencer endorsements. These scams can make products or sellers appear trustworthy when they aren’t.

If a deal is pushed by an unfamiliar influencer, or a video or review seems slightly off, trust your instincts and research before purchasing.

Stay alert after you’ve checked out

Even after completing a purchase, monitor your bank statements and emails. Cybercriminals sometimes wait weeks to use stolen data. Report anything suspicious immediately to your bank or to Action Fraud.

The bottom line

Online shopping should be convenient, fun, and safe. With a few simple precautions, you can enjoy Black Friday without risking your personal data, especially as scams become more sophisticated with AI.

At KubeNet, we help businesses stay safe online every day, from staff training and cyber awareness to advanced threat monitoring and protection. Whether at home or at work, staying secure starts with staying informed.