The holidays are officially here. Cart totals are climbing, shipping deadlines are tightening, and inboxes are filling up with “can’t-miss” deals. Unfortunately, so are the scammers.
Consumers aren’t just shopping more, they’re also being targeted more. Cybersecurity and financial firms are warning of a sharp rise in highly sophisticated digital scams ahead of the holiday season. Powered by generative AI, these threats are no longer riddled with typos and bad Photoshop. They’re polished, personalized, and built to convert.
A recent report found that 62% of Americans acknowledge they’re likely to make an impulsive online purchase when tempted by a limited-time offer. This trend benefits online retailers—and creates new opportunities for cybercriminals.
Scams aren’t what they used to be. Today’s cybercriminals are running full-funnel operations powered by artificial intelligence.
Using large language models and autonomous tools, they can now:
The result? Scam infrastructure that looks and feels legitimate. The appearance of professionalism is no longer a reliable indicator of legitimacy; even if you know what to look for, it’s getting harder to tell what’s real vs. fake.
One of the most prevalent threats this season is cloned e-commerce sites. These fake websites mimic trusted brands, often changing just one character in the URL, and redirect traffic through social media ads or spammy emails.
Brands like Amazon, Temu, and high-end retailers are frequently impersonated during the busy shopping season. These sites look legitimate, display real product imagery, and even mimic customer reviews.
The goal is simple: collect your credit card information and either deliver counterfeit goods or deliver nothing at all.
Cybercriminals are sending convincing phishing emails that impersonate major retailers, promoting steep discounts, special sales, or urgent “limited inventory” alerts. These messages often direct recipients to fraudulent sites, well-crafted copies of legitimate storefronts, meant to capture login credentials and financial data.
They’re also sending fake refund notifications and order problem alerts, designed to create panic and urgency. When users click through to “resolve” the issue, they’re funneled into a phishing site or asked to download malicious attachments.
And thanks to AI, these emails are now professionally written. They're sent with nearly no grammar issues or obvious red flags.
While similar to lookalike storefronts, some scam sites go a step further. They create entirely fake “brands” with professional-looking layouts, aggressive deals, and even search engine optimization.
These websites appear directly in search results and offer products at highly competitive prices. Once payment details are entered, that data is often reused for fraudulent purchases or identity-related crimes.
The product itself? Usually nonexistent.
Gift cards are popular during the holidays, which makes them a favorite target for scammers.
Fraudsters send emails or texts claiming you’ve won or received a gift card. To claim it, they ask for personal information or a small fee. Once you pay or share your details, the gift card never arrives — or your information is later used for fraud.
Remember: legitimate companies don’t charge you to receive a gift card, and they won’t ask for sensitive information just to send one.
Adopting a zero trust mindset where every request or transaction is verified before action is taken—helps mitigate risk as online scams become increasingly advanced. Simple habits like checking website URLs, questioning unsolicited messages, and pausing before clicking can stop most attacks.
Technology continues to advance, and so do scam tactics. As always, a cautious approach remain your strongest safeguards.
The holidays are meant for family, rest, and well-earned downtime—not recovering from identity theft. Scammers are growing more sophisticated, especially with the help of technology, but your best defense is still awareness.
This season, effective protection goes beyond installing antivirus software—it starts with paying close attention.