Every year, families gear up for one of the biggest shopping events in the world—Black Friday. The promise of unbeatable bargains, limited-time sales, and “once-a-year” offers fills the internet. But what if those deals aren’t really deals at all?

Behind the flashing countdown timers and “70% off” banners, countless retailers use psychological pricing tactics and fake markdowns designed to make you believe you’re saving big when, in reality, you’re paying close to full price—or worse, falling for a scam.

The Truth Behind Black Friday Discounts

According to a 2025 report from Adobe Analytics, Americans are expected to spend over $12.5 billion online this Black Friday—a record high. Yet research from Which? and Consumer Reports found that 98% of products advertised as “Black Friday deals” were the same price—or cheaper—months before the sale.

Retailers know how to manipulate perception. Many raise prices in the weeks before Black Friday, then “slash” them to create a false sense of savings. Others use inflated “original” prices that were never actually charged to begin with.

How Retailers Use Psychology to Trick Shoppers

Companies rely on emotional triggers and visual manipulation to encourage impulse buying.

• Countdown timers create panic that a deal is about to expire.
• “Was/Now” pricing tricks your brain into thinking you’re saving more than you are.
• Scarcity language (“Only 2 left!”) fuels urgency, even if it’s untrue.
• Email and app notifications are designed to pull you back in repeatedly throughout the day.
  
  

For families juggling multiple holiday expenses, it’s easy to get swept up. Parents often feel pressure to “get the best deal for the kids,” and these emotional tactics play right into that desire.

Fake Stores and Phishing Scams: The Dark Side of Black Friday

While deceptive pricing is frustrating, outright fraud is far worse. The FBI’s Internet Crime Complaint Center (IC3) warns that holiday shopping season is one of the most active periods for online scams.

Scammers create fake websites that mirror real retail sites—sometimes even using near-identical domain names. They run ads on social media platforms, offer “exclusive Black Friday pre-sales,” and harvest credit card numbers or personal data once victims place an order.

Common Black Friday Scams:

• Fake retailer websites that mimic trusted brands.
• Social media giveaways asking users to “verify identity” or enter payment info.
• Phishing emails pretending to be from Amazon, Walmart, or Target with fake shipping links.
• “Too good to be true” tech deals, such as $200 gaming consoles or iPhones.
  
  

Even legitimate-looking ads on Facebook or Instagram can redirect you to fraudulent websites—many of which disappear days later.

Recognizing Fake Deals: Spot the Red Flags

There are a few signs that can help you determine whether a deal is legitimate or not:

1. Compare Prices Manually – Use tools like CamelCamelCamel or PriceSpy to see a product’s actual price history.
2. Watch for Fake Reviews – Scammers flood product listings with fake five-star reviews. Look for repetitive or overly generic language.
3. Avoid Clicking on Email Links – Go directly to the retailer’s site instead of clicking through promotional emails.
4. Check the Website URL – Secure sites start with “https://”. Watch for subtle misspellings (like “Walmarrt.com”).
5. Be Cautious of “Flash Sales” – If a deal vanishes the moment you pause to think, it’s probably manipulative.

It’s not just scams and fake discounts that hurt families—impulse spending does too.

According to a 2024 LendingTree survey, 74% of Americans overspent during holiday sales, with an average of $1,028 in unplanned purchases. Retailers make it easy to fall into this trap with one-click checkouts, stored payment info, and “Buy Now, Pay Later” options.

For parents teaching kids about financial responsibility, Black Friday can quickly become a cautionary tale.

How to Shop Smart and Stay Safe Online

1. Stick to Trusted Retailers
Avoid third-party sellers you’ve never heard of, especially those advertising extreme discounts.

2. Use Secure Payment Methods
Opt for credit cards or PayPal, not debit cards. These offer better protection if your information is stolen.

3. Enable Transaction Alerts
Set up notifications from your bank to flag suspicious or large purchases instantly.

4. Keep Software Updated
Cybercriminals often target outdated devices. Ensure your browser and antivirus software are up to date.

5. Use Unique Passwords for Shopping Accounts
If one account is compromised, you don’t want hackers accessing everything else. Consider a password manager to organize them safely.

6. Don’t Shop Over Public Wi-Fi
Public networks can expose your information to hackers. Always use a VPN when shopping on the go.

When a Deal is Actually Dangerous

Scammers are now leveraging AI-generated ads and deepfake influencers to promote fake deals. These AI tools can create hyper-realistic videos or testimonials, making fraud look even more authentic.

The FTC reported over $10 billion in consumer losses to online scams in 2024, with nearly one-third linked to fake online retailers. As AI tools become more advanced, these schemes will only become harder to detect.

If you’re unsure about a deal, pause. Verify the company, research reviews, and double-check the URL before entering any payment info.

The convenience of online shopping has transformed how families prepare for the holidays—but it’s also made consumers more vulnerable than ever. Fake Black Friday deals, phishing emails, and data-mining websites all prey on one thing: trust.

The best defense is awareness. Stay skeptical, slow down before clicking “Buy Now,” and protect your digital identity like you would your wallet.

Because this Black Friday, the best deal isn’t 70% off—it’s staying safe online.

The Role of IDefendForYou in Your Online Safety

Protecting your family from online scams and fake deals doesn’t stop at being cautious—it requires ongoing monitoring. That’s where IDefendForYou comes in.

With IDefendForYou’s Privacy and Identity Protection Plans, you can:

• Monitor your financial accounts for unusual activity.
• Remove personal data from people-search and marketing databases used by scammers.
• Detect data breaches early through dark web monitoring.
• Get expert help if your identity is ever compromised.

During the holiday season, when scams surge, IDefendForYou works around the clock to safeguard you and your family. Try IDefendForYou risk free for 14 days now!