COVID-19 Alters Holiday Shopping Landscape: Many Fall for Scams
As online shopping deception rises, a recent survey reveals that nearly 1 in 6 Americans have been duped. Discover key insights from the Norton Report.
The recently released Norton Insights Report for 2026 reveals alarming trends regarding online shopping scams during the holiday season. With nearly half of American shoppers more worried about scams than last year, the need for vigilance has never been greater.
Survey Finds High Rates of Online Shopping Scams
According to the report, 30% of Americans reported being targeted by an online scam while shopping this holiday season, leading to significant financial losses for many. Shockingly, about 16% of U.S. adults have confessed to falling victim to these scams, and this rate spikes to 25% among younger consumers in Gen Z.
The Psychological Factor Behind Scams
Psychological factors are at play during the holiday shopping rush. A staggering 72% of respondents admitted that enticing sales were enough to persuade them to take risks, despite 45% believing that these deals might stem from scams. Furthermore, 35% stated they had purchased from suspicious websites simply because the offers were too tempting to ignore.
“Scammers exploit consumers’ desire for a good deal, particularly during busy shopping seasons,” said Leyla Bilge, Global Head of Scam Research for Norton.
Social Media's Impact on Online Safety
This holiday season, social media has emerged as the leading platform for scams, with 47% of scam victims being misled through these channels. Gen Z remains particularly vulnerable, with one in four individuals reporting they have fallen for scams while shopping online. The ongoing wave of scams has made 57% of Gen Z even more cautious this year than last.
Rise of Fake Online Stores
The surge of counterfeit online stores presents a rapidly escalating problem. Data from Gen Threat Labs indicates a 129% increase in such fraudulent activities compared to last season. During the last month alone, the Gen family of brands blocked close to 25 million attempts to access these illegitimate sites. This indicates a troubling trend where fake stores have mostly doubled from the previous year.
AI Shopping Assistants: A Double-Edged Sword
While many Americans are turning to AI for help with their holiday shopping—83% expressed a willingness to use AI assistants—there is a significant gap in trust. Only 42% believe that these tools can effectively identify scam websites. A recent case highlighted a shopper receiving fraudulent offers from a scam site among legitimate ones, indicating that even AI isn't foolproof in distinguishing between the two.
How to Safeguard Against Scams
- Verify the Website: Always check URLs for spelling errors and research the retailer's reputation.
- Avoid Clicking Ads: Go directly to the retailer’s website; do not navigate through ads on social media.
- Utilize AI-Powered Tools: Norton's Genie feature helps detect and mitigate risks from suspicious links or websites.
- Review AI Recommendations: Validate the credibility of any retailer suggested by an AI assistant before proceeding with a purchase.
- Use Secure Payment Methods: Opt for credit cards or secure payment systems that offer buyer protection.
- Track Purchases Directly: Keep an eye on delivery updates through official apps, avoiding links in unsolicited texts or emails.
As holiday shopping ramps up, consumers must remain alert to avoid falling prey to these scams. The full findings of the 2026 Norton Insights Report on holiday scams can be accessed on the official Norton website.