Black Friday 2026: watch out for AI-powered scams

Black Friday in 2026 falls on 27 November, but many retailers start their promotions well before that day. A bulletin from a parish council in England, published in November 2026, notes that Black Friday offers appear in large numbers throughout the month, giving criminals time to take money from shoppers.

AI in the hands of scammers

The National Cyber Security Centre (NCSC) warns that criminals are preparing increasingly sophisticated scams, sometimes crafted using AI, which makes them harder to detect. The parish council bulletin adds that AI allows criminals to create more convincing emails, adverts and fake websites.

Trading standards officers in North Yorkshire describe online shops that pose as well-known British brands. The photos and website text on such sites are generated using AI, and the goods are sent by overseas sellers, mainly based in China. According to the officers, around 20 complaints a month reach them from people who believed they were buying from a genuine UK business, and many lost money or received poor-quality goods.

Derbyshire County Council points to deepfake videos in which a famous person appears to endorse a product, although they have not agreed to it.

What to look out for

• An unusually low price is the most common warning sign. If an offer seems too good to be true, it probably is.
• Check that the website address starts with https, shows a padlock symbol and matches the official site. Scammers rely on small typos in web addresses.
• Before you pay, find the seller's contact details. If they are missing or cannot be verified, do not go ahead with the purchase.
• Do not click links in texts, emails or social media posts. Go to the retailer's official website yourself.
• Avoid bank transfers, gift cards and cryptocurrency, as scammers often use them.

What this means for you

Warnings apply to everyone who shops online, including people living in the UK for many years. Derbyshire advises using a credit card for purchases over £100, as this offers Section 75 protection. Suspicious text messages can be forwarded to 7726, and suspicious websites can be reported to the National Cyber Security Centre.