This holiday season, as you chase discounts, keep an eye out—scammers are ready to turn your excitement into regret.
- Americans plan to spend an average of $1,654 this holiday season, a 4% increase from 2025.
- Consumers are increasingly vulnerable to fraud due to unfamiliar retailers and enticing discounts.
- Fake online stores and social media shopping scams are major risks for holiday shoppers.
- AI is being exploited by scammers to create convincing phishing attempts and fraudulent sites.
- Common scams include fake delivery notifications and gift card draining tactics.
Americans are gearing up for another expensive holiday shopping season, and scammers are hoping to cash in.
Households expect to spend an average of $1,654 this holiday season, a 4% increase from 2025, according to Deloitte. Amid concerns about rising prices, consumers are hunting for deals, with 38% of respondents engaging in at least five money-saving behaviors, such as waiting for discounts or switching to cheaper brands.
But the search for bargains can leave shoppers more vulnerable to fraud, particularly online.
Eva Velasquez, CEO of the nonprofit Identity Theft Resource Center, warns that holiday shoppers are easier to deceive than normal because they’re often purchasing unfamiliar products from retailers they wouldn’t normally use. At the same time, artificial intelligence is helping fraudsters create more convincing scams while introducing new risks for shoppers relying on AI tools.
Here are some of the biggest holiday shopping scams to watch out for in 2026 and how to avoid them.
1. Fake online stores and counterfeit gifts
Fraudulent shopping websites are one of the oldest tricks in the book, but they’re still a threat during the holidays.
Scammers can create fake online stores that advertise popular products at steep discounts, sometimes while impersonating well-known retailers. These websites can appear legitimate, with professional-looking product photographs, customer reviews and checkout pages.
Make a purchase there, though, and you may never receive your merchandise — or you may end up with counterfeit goods that bear little resemblance to what was advertised. And a refund is out of the question.
Fraudsters can also capitalize on demand for expensive or sold-out gifts.
“If you are seeing items that are the hard-to-get item for the season that aren’t available anywhere else, and now you’re finding them on obscure sites, that’s a giant red flag,” Velasquez says.
2. Social media shopping scams
Social media has become a major shopping destination, particularly for consumers searching for new products or holiday deals.
Scammers have long caught on. Chase says nearly 50% of scams reported to the bank in 2025 originated on social media.
Fraudsters often use sponsored posts and advertisements that promise flash sales or exclusive discounts to catch your attention. Some exploit the buzz surrounding viral products, encouraging shoppers to act quickly before a supposed offer expires.
3. AI shopping agents, unleashed
As AI changes how people shop, it’s also introducing new opportunities for fraud.
Scammers can use generative AI to create convincing phishing emails, fraudulent advertisements and shopping websites. Velasquez says AI has substantially lowered the barriers to committing fraud, allowing criminals to use ready-made tools rather than developing sophisticated schemes themselves.
But she says she’s also concerned about consumers’ increasing reliance on AI.
Deloitte’s survey found that 39% of respondents use generative AI as their primary tool for at least one holiday shopping task, such as finding gift ideas or comparing prices. Another 16% would allow AI to complete a purchase with their permission.
Velasquez warns that giving AI agents the autonomy to shop on your behalf could expose sensitive information. For instance, a shopping agent might select an unfamiliar retailer without adequately assessing whether the website is legitimate… and share your credit card number without your knowledge.
“We don’t recommend you connect your bank to ChatGPT,” Velasquez says. “We don’t recommend that you download any of your private credentials or passwords or anything into any kind of AI agent.”
4. Fake package delivery notifications and refunds
During the holidays, delivery notifications can easily blend in with legitimate shipping updates as even more packages than usual make their way to doorsteps.
Scammers may send texts or emails impersonating delivery services such as USPS, UPS or FedEx claiming that a package has been delayed, an address needs to be corrected or a small fee must be paid before delivery can proceed. Clicking the included link takes shoppers to fraudulent websites designed to collect payment details or other personal information.
The holiday shopping rush also creates opportunities for scammers to impersonate retailers.
A consumer might receive an email claiming an expensive item has been charged to their account — even though they never ordered it — with a link or telephone number to supposedly cancel the transaction. Other messages promise refunds for delayed or canceled orders, directing shoppers to websites that request account credentials or financial information.
5. Gift card draining scams
Gift cards remain a popular holiday present. Deloitte’s 2026 survey found that 54% of shoppers plan to purchase gift cards this holiday season.
However, gift cards are vulnerable to a scam known as card draining, where criminals tamper with cards displayed in retail stores to obtain their numbers and security codes. Once a shopper purchases and activates the compromised card, scammers can use the stolen information to spend the balance before the recipient redeems it.
About a third of adults reported having given or received a gift card with no balance, although not every such incident necessarily involves fraud, according to a 2025 AARP survey.
How to protect yourself from holiday shopping scams
Although these scams vary, many rely on the same tactics: unusually attractive offers and urgent requests under the guise of a convincing, legitimate business.
“Even taking 10 minutes” to check a retailer’s official website or app “can make a big difference in terms of falling for a scam,” says Nicole Sanchez, managing director and head of firmwide financial health at Chase.
Before making a purchase, verify the retailer’s website address. Research unfamiliar sellers and check independent reviews. Avoid links in unexpected delivery notifications or order confirmations, and inspect physical gift cards for signs of tampering.
Payment methods also matter. Sanchez recommends considering credit or debit cards, which offer different protections than cash or peer-to-peer payments. She specifically cautions against using peer-to-peer services like Zelle to buy merchandise because transfers and purchases often cannot be recovered.
Velasquez also stresses the importance of monitoring financial accounts throughout the season. Her nonprofit historically receives fewer requests for assistance in December, followed by an increase in January as consumers discover problems that occurred during the holidays.
“Check your bank statements and your accounts, check your credit card accounts,” she says. “Don’t just wait until the holidays are over because you’re afraid of how much you legitimately spent.”