With Black Friday sales starting early, the Better Business Bureau reminds customers to be vigilant about online shopping scams during the holiday shopping season.

In a study released by the bureau, online shopping scams continue to rise as people turn to social media and other websites to source their gifts. In 2023, BBB reported that online fraud rose nearly 125%.

“The scope of shopping has changed throughout the last couple of years and a lot of that also had to do with the way we had to transition our lives to more digital world,” said Alma Galvan, the marketing communications manager of the San Francisco Bay Area and Northern Costal California Better Business Bureau.

2024 Better Business Bureau Online Purchase Scam Infographic

BBB projects there will be more than $240 billion in online sales in the U.S. and nearly $15 billion in Canada and that scammers are likely to prey on customers using fake advertisements offering deep discounts, according to the news release from the bureau.

Galvan said unlike other online fraud, there is not one specific demographic scammers target — anyone can be susceptible to an online shopping scam.

“If it could happen to me, it could happen to anyone,” Galvan said. “I think everyone is at one point going to buy an item for someone that they love and you know I would hate for someone to buy something and expect to receive it and then you’re out of money and also a present.”

Last year, there were more than twice as many reports of online fraud sent to BBB’s Scam Tracker. Of the 29,858 reported, over 80% said they lost money.

2024 Online Purchase Scams Data

The BBB recommends online shoppers be wary of deep discounts and “deals that are too good to be true.” The release also warns against websites that don’t look professional, unknown sellers, sellers requesting money through a payment app, long shipping windows and attempts to get buyers to purchase more than just the item advertised.

According to BBB, scammers tend to target viral items, beauty products, athletic shoes and the online sale of puppies and rare animals.

Before purchasing an item , the agency recommends researching the company and the item on credible sites to determine an average price. Customers should use a credit card when possible rather than a debit card and be vigilant about viral items and social media advertisements.

Galvan said with new AI technologies, social media advertisements have become ultra sophisticated and to be cautious about purchases via social media. Her biggest advice for social media shopping is to think twice before clicking on an advertisement.

She reminds customers that if you click on an advertisement that redirects you away from that social media platform, then the platform is no longer responsible for any transactions. Galvan said customers should make sure websites are secure, look for basic grammatical errors and conduct reverse image searches before clicking on ads.

For those who do get scammed, Galvan said BBB has resources on its website via its scamtracker to help customers and if possible, she recommends disputing credit card charges.

“It can happen to anyone, so don’t be embarrassed and report it as soon as possible,” Galvan said.

You can reach Staff Writer Melanie Nguyen at 707-521-5457 or melanie.nguyen@pressdemocrat.com. On X (Twitter) @mellybelly119