Black Friday has become one of the most crucial moments in the retail calendar. Online transactions surge dramatically, with sales volumes skyrocketing between Black Friday and Cyber Monday. For retailers, it’s the most lucrative time of the year but it’s also prime time for cybercriminals.

The nature of online scams has changed. The days of clumsy phishing attempts filled with spelling errors are fading fast. Now, cybercriminals are leveraging easily accessible AI tools to create convincing, professional-looking fake websites, emails, and messages. The result? It’s becoming almost impossible to tell the difference between a genuine offer and a malicious trap.

Simply scanning for poor grammar isn’t enough. Today’s scams mimic legitimate retailers perfectly, using polished branding and persuasive language to lure in both shoppers and employees.

A perfect storm for cybercrime

The pressure of high-volume sales, combined with the rush to process transactions, creates the perfect environment for phishing attacks. Criminals are targeting both customers and retailers directly — from fake supplier invoices and fraudulent refund requests to spoofed emails claiming to authorise urgent payments.

AI has made these scams even more dangerous. Attackers can now replicate a retailer’s tone of voice, copy website designs, and craft personalised messages at scale. These AI-generated campaigns are highly convincing and can easily trick even experienced staff.

The cost of one wrong click

The impact of a phishing attack extends far beyond a single compromised inbox. For businesses, the fallout can include fraudulent transactions, ransomware infections, and revenue loss from disrupted systems during the busiest shopping period of the year.

Phishing remains one of the most common gateways for ransomware. When an attack forces systems offline, it damages customer confidence even if the business wasn’t directly breached. Consumers associate the fraud with the brand, and rebuilding that trust can take years.

There’s also a human cost. The stress following an incident often leads to higher staff turnover, damaging morale and long-term resilience. And, in the event of a data breach, regulatory requirements such as notifying the relevant data authorities and affected customers can compound the pressure.

Building retail cyber resilience

True cyber resilience is built long before the sales begin. A strong defence combines people, processes, and technology in equal measure.

Technologically, retailers must ensure their email security systems are properly configured and that domain protection measures are in place to prevent spoofing. Firewalls should be regularly reviewed and correctly maintained to block malicious traffic effectively.

People are the final line of defence. Continuous awareness training is essential especially ahead of peak shopping periods. Simulated phishing campaigns can help staff recognise threats like fake refund requests or urgent order queries. Finally, every retailer should have a well-rehearsed incident response plan, so when something does go wrong, the team knows exactly how to act.

Five ways shoppers can stay safe this Black Friday

A little extra caution can make all the difference.

1. Be sceptical of unbelievable offers. If a price seems unrealistic, it probably is.
2. Go straight to the retailer’s website. Don’t click on links in emails or social ads instead type the URL yourself.
3. Use secure payment methods. Never share passwords or one-time pins, and avoid using public Wi-Fi for purchases.
4. Protect your data. Reputable retailers don’t need unnecessary personal details like ID numbers or birthdates.
5. Keep devices updated. Security patches and antivirus updates close vulnerabilities that scammers often exploit.

Major shopping events like Black Friday will always attract cybercriminals. But with the right defences in place  (and a healthy level of caution) retailers and consumers alike can enjoy the rush of deals without falling victim to fraud.