How to outsmart Black Friday scams

As Black Friday is expected to be the cause of empty wallets and heightened stress, South African shoppers eager for discounts are warned that this year’s online sales come with a dangerous surge in scams.

From cloned websites to AI-powered phishing, fraudsters are exploiting the urgency, hype, and online demand that accompany the shopping frenzy. 

What’s changed: more sophisticated scams

In recent years, scam tactics have evolved. It’s no longer just clumsy phishing emails with spelling errors. Fraudsters now leverage AI, social-media ads, and even deepfake content to trick unsuspecting buyers.

Fake online stores: Cyber-criminals are creating spoofed websites that mimic legitimate retailers almost perfectly — copying logos, layouts, even product images. Small changes in the URL (for example, replacing a letter or adding an extra symbol) make them hard to spot. Once payment is made, the store disappears and the buyer gets nothing.

Phishing, smishing & “quishing” (QR-code scams): Gone are the days of email scams as scammers use SMS, WhatsApp messages, or QR codes — and masquerade as courier companies or payment platforms.

Scanning a malicious QR code or clicking a link can deliver malware or steal login/payment data.

Social-media deception: As social commerce booms, fake adverts on platforms like Facebook and Instagram, sometimes promoted by unverified “influencers”, lure shoppers to bogus deals. What seems like an exciting discount could be a data trap. 

What makes this especially dangerous is that scammers can now use tools such as AI-generated videos or voice recordings, which would make impersonations much more convincing. It’s no longer enough to look for bad grammar or awkward graphics: some “deals” may feel eerily legitimate.

A recent survey by JustMoney found that 50% of South Africans responding to its “Money & Me” survey say they have been scammed at least once, and most incidents happened via social media or fake online stores. 

How to stay safe

Use only verified sites or official brand links. If you spot a deal via social media or a message, don’t click the link. Instead, go to the retailer’s website manually.

Double-check the URL and look carefully for small changes or misspellings. Fake stores often rely on one-character differences to fool shoppers.

Avoid clicking links sent via SMS, WhatsApp or email promising “special deals”, especially if they lead to unfamiliar sites.

Keep your software, browser and device OS up-to-date. This helps guard against malware installers or attacks triggered by QR or email links.

Prefer secure payment methods (credit cards with fraud protection, or reputable online payment platforms) rather than EFT or unprotected methods. Many banks encourage virtual cards for online purchases.

Be sceptical of offers that seem too good to be true. If a “deal” is far cheaper than the known market rate, treat it with suspicion. You can also use price-tracking tools or compare with reputable retailers.

IOL