Black Friday falls on 27 November this year, with Cyber Monday three days later. Expect the sponsored ads to follow: a family firm "closing down after a fire", a pair of runners at 80% off, a games console at a price no retailer could match. Some of those shops won't exist.
Below is how the scam works, what the Irish authorities say to look for, and why the way you pay matters more than anything else.
Those are reported cases only; plenty of people never tell anyone. The Garda Black Friday guidance puts the 2025 count at more than double the 1,071 reports for the whole of 2024, and the Consumer Protection Commission (CCPC) reported in November 2025 that almost 40% of people it surveyed expected to buy something in the Black Friday and Cyber Monday sales.
What a fake shop looks like
The CCPC warns that scammers now build convincing copies of trusted websites and run fake "local" shops through social media ads. A logo, an "About us" page and nice photos prove nothing, because all of it can be copied in an afternoon. The Gardaí list the warning signs:
- Huge discounts. "Up to 80% off" on in-demand goods is the classic bait.
- A sob story. A family business closing after a fire or a break-in, with a sale to match.
- Pressure. A sale that "ends today" or a countdown clock. The CCPC's advice is not to let time-sensitive offers push you into a decision you might regret.
- Brand new everything. A website or social page created only recently, with few followers.
- Only five-star reviews. Especially if they are screenshots rather than links to an independent review site.
- A shaky Irish claim. A .ie address doesn't prove the business is Irish. Look for a real name, physical address and phone number, and check them.
The trap
You click a sponsored ad on Instagram or Facebook, land on a slick site you've never heard of, see a price that looks too good, and pay by bank transfer to "secure" it. The goods never arrive and the shop vanishes.
The safe route
You type the retailer's own address or use your bookmark, compare the price with two other shops, check independent reviews, and pay by credit card or PayPal so there is a way to dispute it.
How to pay
If you only remember one bit of this post, make it this one. The Gardaí advise paying by credit card or a secure platform such as PayPal, and avoiding bank transfers, cash and gift cards. They also suggest switching on 3D Secure for Visa and Mastercard, and using mobile data rather than public Wi-Fi when you pay. The CCPC adds that if you have been caught, you should contact your bank or payment provider straight away, because you may be able to request a chargeback, and may need to freeze your card.
Five checks, two minutes
Find the shop yourself
Search for the retailer by name or use a bookmark. Don't arrive via an ad or a message.
Look for real contact details
A named business, address, phone and email. Check the address on Google Maps.
Read reviews elsewhere
Trustpilot or Reddit, not the testimonials on the seller's own site.
Read the refund policy
Know your rights before paying, and watch for free trials that turn into subscriptions without much warning.
Pay by card or PayPal
Keep your order confirmation and screenshots of the listing.
If you've already paid a fake shop
Ring your bank or card provider straight away and ask about a chargeback, then report it to your local Garda station. If you entered a password on the fake site, change it everywhere you've used it; this is where a password manager earns its keep (we covered that in Reused Passwords Are the Real Problem). The CCPC consumer helpline is +353 (0)1 402 5555.
Before you click buy
Nearly every Black Friday scam depends on you rushing. So give it two minutes. Buy from a shop you found yourself, and pay with something that can be reversed. If a PC, laptop or phone does take a hit from a bad link, that's the kind of thing I sort out.
Sources: An Garda Síochána, Black Friday shopping · CCPC, 28 November 2025. Garda figures are for the first nine months of 2025, the latest on that page.
