I'll be honest: I fell for it. I saw a deal for a top-brand smartwatch that was "70% off" on a site I had never used before two years ago. It seemed real because there were real reviews, shiny pictures, and chat support. I paid and waited... and nothing came. That little hiccup taught me one thing: when we’re gripped by the thrill of snagging a bargain, it's easy to skip the red flags. In this post, I'm going to talk about Black Friday, or "Black Fraud." How Fake Deals Are Tricking UK Shoppers in 2025, which explains how the tricks are changing, why this is important for anyone shopping in the UK, and what you can do to protect yourself.

What is "Black Friday" or "Black Fraud"? How fake deals are fooling UK shoppers in 2025

We know "Black Friday" as the big sale that happens every November. But this year, the phrase "Black Fraud" is starting to show up because scammers are using the same shopping frenzy to trick people in the UK.

This is how it works:

• The promise: an email or social media ad will give you a big discount on gadgets, clothes, or gifts.
• The setup: A website or page that looks like a store you can trust, often copying brand logos or colors.
• The trap is that you pay (usually by bank transfer or through shady payment links), but either the item never arrives or your credit card information is stolen.
• Bonus complexity in 2025: Some of these scam sites are made by AI, which makes them even more believable. The Guardian +2 Harvington Parish Council

In a nutshell, "Black Friday or 'Black Fraud'?" is a question that should be asked every time a deal seems too good.

What does "Black Friday" mean? How Fake Deals Are Fooling UK Shoppers in 2025 Important?

Why do you care? Two big reasons are

More and more scams that are getting smarter. Sources in the UK are warning that this year's Black Friday window is already drawing in more scams. For instance, UK Finance warned of a rise in "too-good-to-be-true" deals before the main event. UK Finance +1

A lot of money and data were lost. Not every scam costs a few pounds; in total, millions are at risk. The fraud bulletin from a UK parish council said that taking a moment to double-check deals can help you avoid becoming "the increasing number of people who fall victim." The Harvington Parish Council

Scammers know they can play the emotional "strike now!" card and trick us before we check our instincts because shopping in the 21st century is done online, and we all want to find good deals.

How to Use Black Friday or "Black Fraud": How Fake Deals Are Fooling UK Shoppers in 2025: A Step-by-Step Guide

Here's a list of things you need to do to get through this browsing bonanza and do well:

Step 1: Get ready for the game by doing your homework.

Instead of clicking on random "deal" links, save the official websites of stores you trust.

Make sure the URL is correct. For example, a real site will have a URL like "johnlewis-sale2025.co.uk" with small differences.

Find reviews, "About Us" pages, and ways to get in touch.

Step 2: When the deal comes up, stop and look at it.

Does the discount seem too good to be true? Ask why a £500 TV is only £80.

Pay with a credit card or PayPal, which are safer than bank transfers.

"Buy now or it's gone!" is an example of an urgency alarm. isn't always pressure; it could be a scam.

Step 3: Shop smart and pay safely.

Use credit cards when you can; UK law gives you more protection in many cases.

Don't click on email links right away. Instead, go to the store's app or website on your own.

If you're not sure about a new seller, think about getting a prepaid card.

Step 4: After you buy, keep an eye on it and check it.

Check your banking app for strange activity after you buy.

If the item doesn't come or seems off, call your card issuer and report it to Action Fraud.

Tell your friends and family about your experience so they know what to look out for.

Example or Case Study

On November 9, 2025, the National Cyber Security Centre (NCSC) warned about a lot of fake websites that were trying to look like well-known stores during the Black Friday shopping season. This was partly because AI tools made it easier for scammers to make fake sites. The Guardian

For example, a shopper gets an email from "CurrysSale123," clicks through, pays with a bank transfer, and the "item" never ships. It might be too late to call the bank by the time they realize.

What to Look Out for on Black Friday or "Black Fraud"? How Fake Deals Will Fool UK Shoppers in 2025

What do you get out of being alert?

• A sense of peace. Knowing that your deal didn't cost you your bank information will help you sleep better.
• Deals that are better, really. If you shop smart, you're less likely to buy cheap knockoffs or "fake bargains" that are too expensive.
• Keeping family and friends safe. You'll be the one to tell people to "hang on, check this link." This is especially helpful for older relatives who may be more vulnerable.

Things to Keep in Mind / Limitations

You can't catch everything. Even the smartest shoppers can be fooled by scams that look very real.

There is still pressure on time. Real stores really do have deals with limited stock; it takes experience to know when to be careful and when to take advantage of a deal.

New tactics evolve fast. There are more and more AI-generated websites, deepfakes of brand pages, and fake social media accounts. The NCSC said that AI is making fraudsters seem more real. The Guardian

Questions and Answers About Black Friday or "Black Fraud"? How fake deals are fooling UK shoppers in 2025

Call to Action (CTA)

Before you click "Buy" this Black Friday, take two minutes to check the URL, think about how you'll pay, and ask yourself, "Does this deal pass the smell test?" UKMoneyDaily has more in-depth articles on how to protect your money. Refer to our guides like "How to Spot Fake Delivery Texts & QR Code Scams UK" and others. Don't let your savings end up in the hands of a scammer.