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Retailers urged to prepare for spike in scams ahead of Black Friday and Christmas

21 November, 2025

The NSW Small Business Commissioner is encouraging small retailers to stay alert to a seasonal rise in online scams, with cybercriminals expected to intensify their activity during the Black Friday and Christmas shopping periods. 

Scammers commonly take advantage of increased online traffic and bargain-hunting behaviour at this time of year, and recent alerts from the Australian Competition and Consumer Commission (ACCC) indicate that deceptive tactics are becoming more sophisticated. 

Scammers using fake websites, AI-driven ads and phishing messages 

Small businesses are being warned that criminals are increasingly deploying: 

  • Fake online stores that mimic legitimate retailers, 
  • AI-generated advertisements that redirect customers to fraudulent payment pages, 
  • Counterfeit discount codes or coupons, and 
  • Phishing attempts sent by SMS or email to steal personal or financial information. 

These tactics are widely documented in ACCC advice to consumers and businesses, including the ACCC’s regular Scamwatch updates, which highlight a spike in scam activity during major sale events. 

“Too Good to Be True” deals and countdown timers 

According to the ACCC, scammers often lure shoppers with offers that seem unusually generous or urgent. The ACCC has specifically warned about misleading sale techniques, including fabricated countdown timers designed to pressure people into quick purchases. 

Retailers are encouraged to remind customers, and their own staff, to: 

  • Question deals that appear unrealistic, 
  • Take time to verify a seller’s identity, and 
  • Treat high-pressure sales tactics with suspicion. 

Impersonation of trusted brands and delivery services 

Reports collected by the ACCC and cyber security agencies show a rise in scams impersonating well-known delivery companies, major retailers, and online marketplaces. These messages typically claim there is a delivery delay, payment problem, or account issue, and include a link that directs the recipient to a malicious site. 

Small businesses are encouraged to verify: 

  • Any unexpected messages claiming to be from delivery partners, 
  • Requests for personal, financial or login details, and 
  • Any URL that seems unusual or inconsistent with the company’s official website. 

Unusual payment requests a strong warning sign 

The ACCC has consistently advised that demands for gift cards, cryptocurrency, or third-party payment platforms are common markers of scam activity. Retailers should be alert for such requests in both customer interactions and supplier communications. 

Support available from the NSW Small Business Commissioner 

To help businesses build cyber resilience, the NSW Small Business Commissioner provides free, practical guidance, including: 

  • Cyber Security for Small Business: Awareness, Prevention & Response: a resource outlining simple steps to protect staff, customers, and business systems, and 
  • A cyber security webinar offering advice on recognising and responding to digital threats. 

These tools are publicly available on the NSW Small Business Commissioner website: Cyber Security for Small Business: Awareness, Prevention & Response | NSW Small Business Commissioner 

Staying safe this holiday season 

With heightened online activity expected through November and December, small businesses can reduce their risk by updating systems, training staff, verifying unfamiliar websites or suppliers, and encouraging customers to shop securely. 

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