Holiday shopping is underway, and shoppers are facing a new threat: a wave of highly convincing scams that imitate top brands.
New data from McAfee shows that this year’s season has already seen a sharp rise in scam activity, with fraudsters using the credibility of trusted retailers to create fake storefronts, deceptive emails, and polished social media ads.
The websites and ads look very convincing, the cybersecurity firm warns. Among the most common lures are luxury handbags and must-have gadgets.
Coach is one of the most frequently impersonated brands; the handbags shown here are fake.
Photo by Ezra Acayan on Getty Images
Trusted brands, fake stores
McAfee’s 2025 holiday-shopping report shows that the most impersonated brands fall into two categories: mainstream consumer tech and aspirational luxury labels.
Scam-related URLs climbed roughly 10% from early October to early November — suggesting cybercriminals ramped up operations well before Black Friday and Cyber Monday.
Top 5 most-impersonated luxury brands
- Coach
- Dior
- Ralph Lauren
- Rolex
- Gucci
Source: McAfee
Top 5 most-impersonated consumer brands
- Apple
- Nintendo
- Samsung
- Disney
- Steam
Source: McAfee
Why shopping scams are more convincing than ever
McAfee researchers note that artificial intelligence is now helping criminals build near-perfect replicas of real online stores — complete with authentic-looking product images, holiday banners, and interface design.
“Just as regular consumers are excited for shopping season, scammers are also excited, because it gives them opportunities to capitalize on these feelings, and illicitly gather payment data, or other personal information from unsuspecting victims,” SVP of Visa Payment Ecosystem Risk and Control Michael Jabbara told CBS News.
“The reality is that everyone with access to the internet can be a fraudster,” Jabbara said in a separate statement. “And while the advances in technology like agentic commerce are exciting, they also pose a real risk to consumers. Being educated in these trends [is] one of the best ways to protect yourself in this threat landscape.”
Despite growing awareness, overconfidence remains a risk: 38% of consumers believe they can spot scams, yet 22% say they’ve fallen for one, according to McAfee.
How shoppers can stay safe this holiday season
McAfee and federal consumer-protection agencies including the Federal Trade Commission recommend several steps consumers should take when shopping online:
- Pause before you click.
If you receive a text, email, or social-media ad about a deal, go directly to the retailer’s verified website or official app. - Use only trusted sellers.
If a retailer seems unfamiliar or a deal seems “too good to be true,” skip it. The South Carolina Department of Consumer Affairs notes that scammers often use deep discounts and fake urgency to pressure shoppers. - Enable security tools.
Antivirus platforms and scam-detection filters can help identify dangerous links before they cause harm. - Look for common red flags.
Gift-card payments, wire-transfer requests, and demands for personal information are frequent signs of fraud, according to McAfee. - Use strong security hygiene.
Enable two-factor authentication, ensure websites use “https://” with a lock icon, and review your account activity. - Set strong passwords.
The FDIC advises consumers to use unique, hard-to-guess passwords and to monitor bank and credit-card accounts closely during holiday shopping.
FBI field office shares scams the agency is seeing this holiday
One California field office of the FBI published an alert on Black Friday, warning consumers of some scams they are seeing often:
- Non-delivery scams, where you pay for goods or services you find online, but you never receive your items
- Non-payment scams, where you ship purchased goods or services, but you never receive payment for them
- Gift card fraud, where a seller asks you to pay with a pre-paid card
- Fake charities, where copycat organizations solicit donations through phone calls, emails, crowdfunding platforms, and social media to steal funds
- Auction fraud, where a product you purchase was misrepresented on an auction site
“Do not let scammers rob you of this joyous holiday season. Stop scammers before they strike — stay vigilant while shopping or donating during the holidays,” Special Agent in Charge of the FBI’s San Diego Field Office Mark Dargis told CBS News.
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