As the holiday shopping season kicks into high gear, consumers are increasingly targeted by scammers eager to steal payment information and personal data. According to Visa’s 2025 Holiday Threats Report, fraudsters are taking advantage of the busy shopping period to launch a variety of scams, many powered by advances in artificial intelligence (AI) that enable them to move faster and reach more victims. Visa’s global head of fraud services, Michael Jabbara, warns that while shoppers are excited about finding deals and gifts, scammers are equally excited to exploit those feelings for illicit gain.
One of the most prevalent scams involves fake websites that look remarkably authentic but are created solely to deceive customers. These fraudulent sites often mimic well-known retailers or brands, tricking shoppers into entering their credit card details and other sensitive information. Sometimes, these sites send poor-quality goods that don’t match the advertised product. Other times, they simply take the money and send nothing at all. Jabbara emphasizes that scammers are professionals who invest time and effort into crafting these deceptive sites, making it challenging for consumers to distinguish them from genuine ones.
To protect yourself, Jabbara recommends trusting your instincts. If a deal seems too good to be true or a website looks suspicious, take extra steps to verify its legitimacy. This can include reading online reviews from other shoppers or visiting the retailer’s official website directly by typing its URL into your browser instead of clicking on links in emails or digital ads. For example, instead of clicking on a link promoting discounted T-shirts on social media, go straight to Gap.com or the official website of the brand you want to buy from. These simple steps can help you avoid falling victim to fake online stores.
Another common scam that spikes during the holidays involves fraudulent text messages claiming there is a “delivery problem” with an online order you never actually placed. Scammers impersonate package delivery services like UPS or FedEx, telling consumers they must provide credit card information to resolve the issue and receive their shipment. Because holiday seasons bring a surge in online orders and package deliveries, these scams are particularly effective and widespread at this time of year.
In addition to stealing payment information for immediate use, criminals often sell or trade stolen personal data on the dark web. They may also enroll victims in recurring billing subscriptions without their consent, draining money over time. These unauthorized charges can go unnoticed if consumers do not regularly monitor their credit card statements. Jabbara advises vigilance and urges consumers never to click on links from unknown or suspicious senders, as these can lead to phishing sites designed to capture sensitive information.
Holiday scams are not limited to online shopping. Fake job offers also increase during this season, as many people seek extra income to cover gift expenses and travel costs. Scammers exploit this urgency by posting bogus employment opportunities that require upfront fees for application processing or background checks. Jabbara warns that any job offer demanding payment before employment is a clear red flag. To avoid falling prey, job seekers should apply only through official company websites or trusted job platforms and verify the legitimacy of any prospective employer.
Travel-related scams are another major concern during the holidays, when many individuals plan vacations or visits to family and friends. Fraudsters create counterfeit travel websites and send phishing emails targeting travelers with enticing offers that are too good to be true. These fake sites may request payment for bookings that never exist or collect personal information for identity theft. Jabbara recommends making travel arrangements only through reputable and well-known booking platforms and checking reviews to confirm the authenticity of any unfamiliar travel site.
The holiday spirit of giving also opens the door for scammers to exploit generosity through fake charities. Fraudsters often set up convincing websites or approach people in public with “tap-to-donate” devices designed to steal credit card information. To avoid falling victim to these schemes, Visa advises donors to research charities before contributing, ensuring that the organization is legitimate and that donations will be used as intended. Websites such as Charity Navigator or the Better Business Bureau’s Wise Giving Alliance can help verify the credibility of charitable groups.
Artificial intelligence plays a growing role in facilitating these scams. AI tools can generate realistic and persuasive text, helping scammers create fake websites, emails, and messages that sound authentic to unsuspecting consumers. This technology increases the scale and speed at which fraudsters operate, making it even more important for shoppers to stay alert and cautious during the busy holiday season.
In summary, the 2025 holiday season is shaping up to be a prime time for scammers who use sophisticated methods to steal payment