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.

Pre-conference masterclass discusses taking African brands to the world

Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.

Three people stand side by side in front of a sports direct backdrop the woman in the middle holds a blue and orange 'sports direct' sign

Africa’s first Sports Direct retail store opens its doors in Nairobi

Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.

Person wearing a beige sweater holds a phone with a translucent search bar reading 'search' and microphonecamera icons in the foreground

Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Person shopping at a deli counter holding an orange shopping basket in a cheese section of a supermarket

The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.