BLACK FRIDAY

Black Friday becoming Black Fraud Day consumers are being warned

By our African Marketing Confederation News Team | 2024

Cyber security body in the UK cautions that scammers are becoming increasingly sophisticated and AI makes dodgy deals harder to detect.

A Black Friday approaches – and with many businesses already starting to offer ‘specials’ in the lead up to the big day on 29 November – Britain’s National Cyber Security Centre this week launched a public awareness campaign to warn consumers of the growing danger of scams.

Richard Horne, Chief Executive of the NCSC, said fraudsters are “targeting bargain hunters with increasingly sophisticated scams, sometimes crafted using AI, making them harder to detect”.

Fake clothing or high-end tech listings on social media are among the common strategies being used to con shoppers in the UK. Bringing urgency into the deal – where people need to buy immediately to take full advantage of the ‘deal’ – is also a warning that something is wrong.

Photo by Nataliya Vaitkevich from Pexels

Other advice from the NCSC is that shoppers should set up a two-step verification, which provides an extra layer of protection and means that even if a criminal knows your password, they still will not be able access your accounts.

Consumers should also research the seller by looking at reviews on trusted review sites, as well as avoid clicking on links where possible.

Prime time for cyber criminals

As people head into the holiday shopping season, they are understandably eager to find the best deals online, Horne said. “Unfortunately, this is also prime time for cyber criminals, who exploit bargain hunters with increasingly sophisticated scams.”

According to Action Fraud, Britain’s scam reporting centre, more than 40% of the reports it receives relate to scams on social media sites. Online marketplaces feature in just under 20% of scam reports.

Three, a telecoms company operating the UK, last year said it received almost 3,500 scam reports a day from its customers during the Black Friday period.

Data from South Africa’s Standard Bank indicates that digital wallets – including Apple Pay, Samsung Pay, and Google Pay – accounted for 37% of all online purchases in 2023 and may reach close to 50% in 2024.

“This shows a broader shift in consumer behaviour toward more convenient, efficient payment options,” said Dr Belinda Rathogwa, Head of Digital and eCommerce at the bank.

“However, cybercriminals also view this shift as an opportunity, prompting them to target online shoppers during Black Friday,” she added.

Marketing Society of Rwanda joins the African Marketing Confederation

Its aims include developing professional standards and creating opportunities for Rwandan marketers to learn and network.

Trevor Noah in the new tourism campaign

SA tourism destination marketing campaign brings back Trevor Noah

Latest campaign aims to boost international arrivals while highlighting tourism’s contribution to South Africa’s economy and job creation.

Changan auto brand enters Ethiopian market with first dealership

Fast-growing middle class and promotion of electric vehicle adoption presents ‘substantial growth opportunities’ for Chinese brand.

Portrait of a middle-aged man in a black suit and gold-and-black striped tie, looking at the camera against a white background.

MAZ’s 2026 Marketing Week engages local marketers on key topics

Week of activities and events creates opportunities for networking, knowledge sharing and hearing insights from industry experts.

Desk with a computer monitor showing an orange bar chart labeled 'Advertising Today', plus keyboard, mouse, and glasses on a blue magazine.

Memorable visuals in ads are more likely to lead to purchase – study

Research suggests that attention-grabbing campaigns may need to be paired with memorable visual design to influence buying decisions.

Busy port with cranes, warehouses, and a red training ship docked at the quay; city and hills in the background.

Underperforming Port of Cape Town seeks a private sector boost

Cape Town’s port must be a competitive advantage rather than a bottleneck that constrains trade, investment and supply chains.

Ricardo Valente Da Conceicao

H&M makes senior leadership appointment for South African market

Experienced retail executive Ricardo Valente Da Conceicao returns to Africa as GM, bringing expertise gained in various overseas markets.

Exterior of a BIM store with red signage and blue-framed windows, parked cars in front on a wet lot.

Turkish supermarket group BIM hits 1,000-store landmark in Morocco

Local consumers are proving receptive to BIM’s private-label goods and hard-discount model as they struggle with inflationary pressure.

Two magazines titled Strategic Marketing Africa and Traceability on a green background.

Current issue of AMC magazine brings critical insights for marketers

Issue 1 2026 of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, highlights key trends.

Two adults in business attire stand on a soccer field, holding a maroon jersey that reads 'Visit Rwanda'.

Visit Rwanda announces partnership with Aston Villa Football Club

Rwanda’s tourism marketing arm signs agreement to be the English club’s main shirt sponsor after deal with Arsenal FC ends.

Close-up of two people shaking hands in a business context.

Africa declares a new standard for its communications profession

For too long, the PR landscape has had no shared standard for who practises in it or what responsibility they carry, founders say.

Rozanne