Black Friday is the day shoppers are most likely to fall victim to a scam

Black Friday is the day when shoppers are most likely to fall victim to discount code scams. Nearly half (46%) of those who have been scammed claim it happened during the Black Friday period. Additionally, roughly half (45%) of respondents who have used a discount code have entered personal details to get one. One in five people reported being scammed at some point while trying to obtain a discount code.

Key insights

• Demand for discount codes creates opportunities for bad actors to exploit shoppers. Scams often involve receiving fake emails or advertisements containing malicious links, or landing on fraudulent websites. Clicking these links can direct users to sites that ask for personal or credit card information, putting their data at risk, or they may prompt downloads of harmful software. Our survey found that 45% of respondents who have tried to use a discount code have entered personal details to obtain one. Additionally, one in five people reported having been scammed at some point while trying to get a discount code.
• What is concerning is that 10% of respondents reported losing, on average, between $101 and $150 to discount-code-related scams. Given the widespread use of discount codes, scaling these numbers to all online shoppers suggests that the total financial losses could reach billions of dollars. Scammers typically lure victims with ‘’too good to be true’’ deals on fake websites, which often leads to further fraud and financial loss.
• Searching for discount codes is a widespread habit among online shoppers. Our survey revealed that 80% of respondents shop online at least a few times per month, and four out of five people have attempted to use a discount code in the past. While 55% of respondents routinely look for codes with every purchase, seasonal sales like Black Friday (18%) and holidays like Christmas (12%) still represent major spikes in discount code searches.
• Conducting a search using Google or other search engines is the most popular way for people to find discount codes, with 59% of respondents choosing this method. Additionally, 55% of respondents receive discount codes through loyalty or rewards programs, while 50% obtain them via email or direct messages. Online advertisements, such as pop-up or banner ads on websites, are noticed and used by 35% of people. Furthermore, 21% of respondents come across discount codes on social media or forums, and 19% discover them through influencer promotions.
• To protect yourself from discount code scams, it is important to search for codes only on well-known and reputable websites. Always be skeptical of discount codes found through online ads or on platforms like Reddit, especially if you are prompted to share personal information or asked to download software. Exercising caution and verifying the legitimacy of sources can help prevent financial loss and protect your personal data.

Methodology and sources

For this study, we conducted an online survey of 400 respondents in the United States on November 11–12, 2025, to better understand the prevalence of discount code scams and related online shopping behaviors. The sample was nearly evenly split by gender (49% male, 51% female) and included participants across the following age groups:

• 18–24: 13%
• 25–34: 19%
• 35–44: 19%
• 45–54: 18%
• 55–64: 18%
• 65–74: 14%

The questionnaire comprised 12 questions, covering the following topics:

1. How often do you shop online?

2. Have you ever tried to get or use a discount code while shopping online?

3. How do you usually get discount codes?

4. How often do you intentionally search for discount codes before or while shopping online?

5. Where do you search for discount codes?

6. Choose one situation when you are most likely to search for a discount code.

7. Have you ever entered personal details to get a discount code?

8. What kind of details have you shared to get a coupon code?

9. Have you ever been scammed trying to get or use a discount code?

10. Have you lost any money to discount-code-related scams?

11. How much money did you lose?

12. What was the situation when you fell for a discount-code-related scam?