Over £11.5 million was lost to online scams during last year’s festive season, warned UK cyber security and law enforcement chiefs ahead of Black Friday.

Commonly targeted products included clothing, high-end tech, and even cars, with victims losing an average of £695 each year. The rise in fraud reports compared to the previous year highlights the growing threat as the holiday shopping season begins.

To help combat this issue, the National Cyber Security Centre (NCSC) has launched a new campaign under the Stop! Think Fraud initiative. Shoppers are being urged to activate 2-step verification (2SV) on their most important online accounts. This added security measure helps protect personal information, even if passwords are stolen.

The data shows that 43 per cent of scams involved social media platforms, while online marketplaces accounted for 19 per cent of reports. Those aged 30–39 were the most frequent victims, closely followed by the 40–49 age group. The average victim was 42 years old, highlighting the widespread and varied nature of online fraud.

Andy Ward, International SVP of Absolute Security: “The holiday season is a prime time for cyber threats with cybercriminals looking to take advantage of unsuspecting shoppers who may not be familiar with their tactics. Impersonations and malicious URLs are among the common risks that people face, so it’s important to stay vigilant as everyone can be a target.”

“During periods of heightened threat, it’s vital that organisations help protect employees through a policy of cyber resilience, monitoring devices and applications to proactively prevent incoming threats, as well as helping to recover when attacks do happen. Organisations are only as strong as their weakest endpoint and once breached, malicious actors can move laterally across a network looking to compromise other devices and cause further damage. Having network visibility and secure access controls to shut off devices can protect others in the event of a breach and stop cybercriminals in their tracks.”

Fraud Minister Lord Hanson has encouraged shoppers to be cautious, saying:

“If something doesn’t feel right – stop, break contact, and avoid clicking any links.”

Similarly, Adam Mercer, Deputy Head of Action Fraud, advised consumers to research sellers through trusted review sites, use credit cards for added buyer protection, and avoid being pressured into hasty purchases. He noted that creating a false sense of urgency is a common tactic used by scammers.

Practical tips for safe shopping include stopping and researching sellers, avoiding bank transfers, and enabling 2SV.

NCSC CEO Richard Horne emphasised the importance of staying alert, especially as scammers increasingly use AI to create sophisticated fraud schemes. Simple actions, like using strong passwords with three random words, can make a significant difference.