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Every year, as the holiday shopping season approaches, inboxes and feeds fill up with deal emails, countdown timers, and “limited-time offers.” This isn’t just retail hype; it’s also prime territory for scam artists. A recent global study found that 78% of Americans believe that cyber criminals increase their activities during the holidays. This means that what appears to be a great deal could actually be a trap. The urgency tactic, with messages like “Act now! Only 2 items left!”, is one of scammers’ most effective tools.
Scammers know that holiday shoppers are under pressure: they’re trying to find great gifts, may be procrastinating, and are often distracted by travel and family gatherings. A report from Global Cyber Alliance showed that cybercrime incidents spike by about 30% during the holiday shopping season compared to other times of the year. This surge leads to more fake storefronts, phishing links, and urgent “deal windows,” designed solely to get you to click without thinking.
One common urgency tactic is “too-good-to-be-true” pricing that incites panic. According to a 2024 survey, 84% of Americans were actively looking for the best holiday deals, and 19% said they would buy from a retailer they had never used before if the price was right. Scammers take advantage of this equation: an unfamiliar seller plus a big discount equals less scrutiny. Therefore, deals that seem wildly out of sync with the market should raise your suspicions.
Another tactic involves fake notifications that pretend to be shipping or delivery alerts. These scams capitalize on the moment of expectation when you’re waiting for a package. The AARP found that 56% of respondents had received fraudulent “shipment-issue” notices. These messages might say something like, “Your package could not be delivered. Click here to verify,” or “Urgent: update your payment info or delivery will be canceled.” The goal is to get you to act without verifying. This combines urgency and worry, leading to an impulsive click.
Even savvy shoppers are at risk. A 2024 Gen study revealed that nearly half (48%) of U.S. consumers reported being targeted by a scam while shopping online during the holidays. When you consider the state of mind many shoppers are in, rushed, multitasking, and desperately seeking deals, you create the perfect storm for susceptibility to scams. The urgency isn’t solely manufactured by retailers; it’s also cognitive, fueled by fears of missing out, limited stock, and “one-day only” offers.
A newer and more insidious tactic involves emerging technologies, like AI and deepfakes, to enhance the credibility of urgent-deal scams. For instance, in a McAfee report, 1 in 3 Americans aged 18-34 admitted to falling victim to deepfake-style scams that featured celebrity endorsements falsely promoting deals. When urgency (“this offer ends in the next hour”) is paired with a visually convincing pitch, the sense of being deceived increases.
So, what action can you take to protect yourself? Here are some practical steps:
- **Pause**: If a deal demands immediate action (“only 10 left!” or “expires in 1 hour”), take a moment to breathe and verify.
- **Check the seller**: For unfamiliar websites, look for reviews, check the domain age, and verify the contact information and shipping/return policy.
- **Use reputable payment methods**: Use credit cards that offer fraud protection. A All about Cookies survey found that only 56% of adults recognize that credit cards are safer than debit cards for online purchases.
- **Be cautious with notifications**: If you see a notification about a “delivery issue” or “click to update payment info,” go directly to the retailer’s website or app instead of clicking the message link.
- **Treat giveaways and “free with purchase” offers with caution**: Urgency combined with hype and rewards often creates classic scam setups.
The holiday season represents not only a sales opportunity for retailers but also for fraudsters. The combination of high-volume shopping, urgency, deal pressure, and unfamiliar sellers creates fertile ground for scams. The good news is that your best defense is a level-headed approach. A great deal isn’t worth rushing into blindly, especially if it raises the “too good to be true” alarm. When in doubt, take a step back, verify, and proceed only when you’re sure that urgency isn’t clouding your judgment.