Black Friday 2026: What is actually worth buying during the sales?

Black Friday 2026 presents a prime opportunity for online shoppers to snag great deals, but the increased popularity of the event also brings a heightened risk of online scams. As South Africa's e-commerce market expands, consumers are increasingly turning to digital platforms to find discounts across various categories. However, cybercriminals are exploiting this surge in activity.

With the help of artificial intelligence (AI), fraudsters can now craft more convincing fake websites, emails, and advertisements. Traditional red flags like misspelled emails and poor grammar are less reliable indicators of scam activities. The onus now falls on consumers to scrutinize every offer carefully to ensure that their money and personal information remain secure.

The pressure to quickly take advantage of limited-time offers is a common ploy used by scammers. Be wary of aggressive marketing tactics that urge you to act fast. Fraudulent advertisements, phishing emails, social media promotions, and counterfeit shopping websites may all try to entice you into clicking links or entering sensitive data before you've had a chance to verify the offer's legitimacy.

The rise of AI has complicated the scam landscape further. Criminals can leverage accessible AI tools to create polished and realistic-looking emails, personalized messages, and websites that mimic established retailers' designs. Therefore, consumers should not hastily assume that professional-looking websites, familiar logos, or polished promotional emails guarantee a legitimate deal.

High-demand items advertised at astonishingly low prices deserve suspicion. Scammers often lure shoppers in with unrealistic prices to elicit urgency and prompt hasty decisions. Always compare the advertised price with other reputable retailers and verify the promotion on the retailer's official website before proceeding to purchase.

Do not click on shopping links contained within unsolicited emails, text messages, or social media ads. Instead, manually enter the retailer's known website address into your browser. This simple step can minimize the risk of being directed to a fraudulent site that mirrors legitimate shopping platforms. Pay meticulous attention to website URLs, as scammers frequently employ subtle variations of genuine domain names to deceive unsuspecting consumers.

When shopping online, prioritize the use of secure payment methods. Never disclose your banking password, Personal Identification Number (PIN), or one-time password (OTP) to anyone. Any request asking you to provide such sensitive information to finalize a retail transaction should be treated as a significant warning sign. Refrain from making payments while connected to public Wi-Fi networks, which may lack sufficient security measures.

Be cautious about the personal information you share during online shopping processes. Question whether the requested data is essential for completing your transaction. Stay especially vigilant when websites ask for sensitive personal details unrelated to the purchase. The less personal information you divulge, the smaller the pool of data criminals have to potentially exploit.

Ensure that all your devices, including smartphones, computers, and tablets, are updated with the latest security patches. Keep your security software, including antivirus programs and firewalls, up to date. Software updates often address security vulnerabilities that could otherwise be exploited by criminals. If you suspect you've clicked on a fraudulent link or shared your banking information with a suspicious website, take swift action.

Immediately contact your bank if you suspect that your banking credentials or payment details might have been compromised. Follow the bank's guidance to secure your accounts and report any dubious transactions. Additionally, report suspicious communications to the relevant retailer or platform so that other consumers can be warned about the scam.

Black Friday offers the chance to save money, but it should not come at the expense of your online safety. In the era of increasingly convincing AI-generated fraudulent websites, emails, and advertisements, consumers must move beyond appearances and verify offers before parting with their money or personal information. The most advantageous deal this Black Friday is one that preserves your bank account, personal information, and peace of mind.