Norton Highlights Alarming Online Shopping Scam Rates in the 2026 Holiday Season

Increasing Fears of Online Shopping Scams This Holiday Season

The 2026 Norton Insights Report has shed light on a growing concern among American consumers this holiday season: the prevalence of online shopping scams. This research reveals that nearly half of Americans (48%) have expressed heightened worries about online fraud compared to last year. The findings are alarming, with 30% of participants reporting that they have fallen victim to a scam while shopping online, and a staggering 54% of those targeted lost money.

A Worrying Trend for Holiday Shoppers

The report shows that 16% of U.S. adults have been scammed while shopping online during the holiday period, with the likelihood being even higher among Gen Z, where the rate reaches 25%. Shockingly, 88% of scam victims reported monetary losses, averaging $394. As holiday deals become increasingly appealing, 30% of Americans admit they take greater risks online during this season than at any other time of the year. A significant 35% of respondents have made purchases from websites they suspected might be scams, lured by enticing deals.

As reported, 40% of consumers observed a rise in scam advertisements on social media since last holiday season, while 48% stated that their online shopping hesitancy has increased due to the growing content of scams and AI-generated materials.

The Impact of Social Media and AI

Among the victims of online shopping scams, 47% stated that they encountered fraud on social media, with the most common scams being those involving online purchases (32%). This year's findings paint a grim picture for younger shoppers; one in four Gen Z individuals reported being scammed during their holiday shopping, a rate five times that of Baby Boomers. This generation is not only more likely to take risks but also shows a greater concern about scams, with 57% stressing increased worries this holiday season versus the last.

The analysis further reveals a troubling surge in the number of fake online stores, which have dramatically increased by 129% compared to the previous year. Reports indicate that Norton blocked nearly 25 million attempts to visit fraudulent shopping websites recently. This alarming trend highlights the ruthless tactics employed by scammers, especially with the advancements in AI technology that aid in creating fraudulent storefronts that appear legitimate.

Recommendations for Safe Online Shopping

As consumers gear up for holiday shopping, Norton recommends the following measures to protect against scams:
1. Verify the Website: Always check for misspellings in URLs and search the store name followed by “scam” or “reviews”.
2. Avoid Ads: Instead of clicking on social media advertisements, navigate directly to the retailer's site using your browser.
3. Leverage AI for Safety: Utilize tools like Norton Genie to help identify scams and malicious sites while shopping online.
4. Scrutinize AI Recommendations: Always verify any retailer suggested by AI before making a purchase.
5. Make Secure Payments: Use credit cards or reliable payment services that offer buyer protection. Avoid sellers requesting bank transfers or gift cards.
6. Track Your Purchases: Monitor delivery statuses directly from retailers or carriers’ apps, rather than following links sent in texts or emails.

By adhering to these guidelines, consumers can navigate the online shopping landscape more safely and make informed decisions this holiday season. The full 2026 Norton Insights Report is accessible for detailed insights and findings at Norton.com.

Methodology: This survey was conducted online through Dynata between September 10 and September 21, 2026, involving 1,000 U.S. adults aged 18 and older. The data are adjusted for age, gender, and region to ensure national representation.

About Norton: As a leader in Cyber Safety, Norton empowers millions globally, providing essential protection for devices, personal information, and identity management. Norton is a part of Gen, which is committed to enhancing digital freedom and user security in a rapidly evolving online environment.