Black Friday has become a fixture of the global shopping calendar, with millions of consumers hunting for deals both in-store and online. But as spending increases around the festive season, so do the efforts of fraudsters hoping to cash in on the shopping frenzy. This year, Visa’s analysis reveals a dual story: while fraud attempts reached new heights, so did the effectiveness of advanced fraud prevention.
Across Europe, Visa blocked 140% [1] more suspected fraud on Black Friday 2025 compared to Black Friday 2024, and 40% more than the previous Friday. In some markets, the rise was especially significant; for example, in Denmark, Visa blocked nearly 700% more suspected fraud compared to Black Friday last year, and more than 50% more than on the previous Friday. In France, the figure was double that of 2024.
Why the spike?
Black Friday’s popularity makes it a prime target for scammers. Common holiday scams include:
Fake shopping sites offering deals that are too good to be true
Package delivery scams
“Extra holiday cash” job scams
Travel fraud
Holiday charity scams
Advanced scams include the use of AI-generated content and fake ads flooding social feeds. Fraudsters are adapting quickly, making it harder for consumers to spot the difference between real and fake offers. One rising tactic is engagement bait: AI-generated content is posted to see who likes, comments, or shares, then those individuals are targeted with more sophisticated scams. Visa’s latest European research [2] reveals that people who mistake AI-generated content for the real thing are almost five times more likely to fall victim to a scam (62% vs. 13%).
How Visa Fights Back
The good news: Visa’s AI-driven fraud detection and real-time monitoring have significantly reduced fraudulent transactions, helping consumers shop with greater peace of mind. Our network works to protect every transaction year-round, no matter how big or small.
What Consumers Can Do
While technology provides robust protection, consumer vigilance remains essential. Here are top tips for staying safe:
Shop only on trusted websites—look for “https://” and check for spelling errors in URLs.
Set up purchase alerts with your card issuer.
Be wary of deals that seem too good to be true.
Use a debit or credit card whenever possible as this payment method carries zero liability, facilitates more expedient fraud resolution, and more advanced fraud protection.
Don’t click on links in unsolicited emails or texts about deliveries or job offers.
Black Friday 2025 proved that while fraudsters are more determined and sophisticated than ever, collective action and advanced technology can keep shoppers safe. The fight against scams is ongoing, but with continued investment in innovation and consumer education, the payments ecosystem is more resilient than ever.
[1] VisaNet Data – November 2025
[2] The research was conducted by Opinium, on behalf of Visa, between August and September 2025. This survey includes a nationally representative sample of 9,500 adults across 11 markets in Europe. The markets include UK, France, Germany, Italy, Poland, Romania, Hungry, Slovakia, Czechia, Spain, Bulgaria.
Reinventing Fraud Detection Through Digital Fingerprinting and Link Analysis
A Microsoft white paper examines how digital fingerprinting and link analysis shift fraud detection from isolated events to connected, network-level intelligence.
On the Frontlines: Fighting AI-Powered Scams & Fraud
Experts from Microsoft, OpenAI, Google and C4ADS share how AI is shaping scams and how to fight back.
Telecoms on the Front Line: GASA at the Stimson Center Dialogue on Combating Scams
According to GASA’s Global State of Scams Report, telecommunications channels—voice and SMS in particular—remain a predominant “front door” for scams.
What Really Works in Preventing Fraud Against Older Adults? Insights from Frontline Practitioners
Expert insights on preventing fraud against older adults, highlighting the role of technology, targeted education, bank intervention, and coordinated partnerships.
Brazil’s BC Protege+ Blocks Fake Bank Accounts Before They Can Be Opened
Brazil’s Central Bank launched BC Protege+, allowing individuals and businesses to block bank account openings in their name. With over 1 million activations, the tool offers a structural model for reducing identity-based fraud.
-1.jpeg)
From Vienna to Global Action: Key Takeaways from the UN Global Fraud Summit
Explore key insights from our participation at the UNODC's Global Fraud Summit in Vienna. Discover how AI is changing the scam landscape, the power of national anti-scam centres, and the introduction of the Public-Private Partnership Framework to protect communities from fraud.
League of Protectors: Women Fighting Against Scams
Explore key insights from our International Women’s Month webinar on combating scams. Discover how women leaders are driving cross-border collaboration, digital literacy, and collective action to protect communities from fraud.
The Real Gap in Fraud Defense Is Strategy, Not AI
Fraud losses keep rising despite advances in AI detection. The real challenge is fragmented strategy across banks, platforms, telcos and governments. Effective scam prevention requires coordination, shared signals and earlier intervention.