Australians have already lost nearly $260 million to scammers this year, and with Black Friday only just kicking off, the ACCC says scammers and some retailers are ready to take advantage of our quest for bargains.

The National Anti-Scam Centre’s latest data shows scam losses jumped 16 per cent in the first nine months of 2025, even though fewer people lodged reports. The biggest sting this year? Online shopping scams.

Shopping scams surge as sales season begins

Between January and September, Scamwatch received 159,319 reports, totalling $259.5 million in losses. Shopping scams accounted for $8.6 million of that, and the ACCC believes  Black Friday could push that even higher.

“Scammers love Black Friday sales too because they know shoppers are looking for bargains and they rely on creating urgency and pressure that can come with a busy shopping period,” ACCC Deputy Chair Catriona Lowe said.

Fake websites, dodgy ads, scammy social media posts and phishing links are doing the heavy lifting. Online content was the most common way scammers reached their victims, racking up $122 million in losses, which equates to almost half of everything stolen so far this year.

Social media accounts getting hijacked

One of the big trends worrying the regulator is the rise in compromised social media accounts. Scammers are breaking into Facebook and Instagram accounts, then using people’s own profiles to flog everything from fake concert tickets to ‘fire sales’, miracle investment schemes and bogus grants.

Once inside, scammers also try to hijack friends’ accounts by asking for one-time passcodes. This kicks off a domino effect of stolen profiles.

“We continue to urge Australians to verify who they are communicating with online, as scammers leverage trusted relationships and social platforms to manipulate people into handing over money and personal information,” Ms Lowe said.

Lowe’s advice? Don’t click anything suspicious, and if your mate suddenly starts selling a PlayStation 5 for $3 on Marketplace, maybe give them a call before you hit ‘Buy Now’.

Vulnerable communities under attack

The National Anti-Scam Centre says while scammers are casting their nets wide, they do have some preferred targets. They’re disproportionately harming groups who are already more vulnerable. People with a disability have reported a 12 per cent increase in losses, while losses among those who speak English as a second language have climbed by 35 per cent. Even more concerning, First Nations people have recorded a 50 per cent rise in financial losses to scams this year.

Scamwatch has released new resources to help families and friends spot red flags and start conversations early. These include guides on what manipulation tactics scammers use and how to support someone who may be at risk.

“Starting an honest conversation about scams can take away the fear and embarrassment that often stop people from speaking up,” Lowe said. “Listening with compassion and without judgement helps them feel supported and understood.”

Investment scams still cost the most

While shopping scams are stealing headlines, investment scams remain the most financially devastating. They’ve drained $128.4 million from Australians this year, although that figure is slightly lower than the same period in 2024.

Other scam trends are shifting too. Rebate scam reports have halved, dropping sharply from last year’s figures. False billing scams have also seen a dramatic fall in reports,  down 52 per cent. Although the total losses tied to these scams have actually risen. Remote access scams have seen a significant dip in reports and losses as well, but older Australians continue to bear the brunt when they do occur. Phishing is also on the decline, with reports down 34 per cent compared with 2024, although the overall volume remains high, with more than 52,000 incidents logged this year.

ACCC’s warning to retailers

Scammers aren’t the only ones in the ACCC’s sights.  Retailers are under the microscope too. The regulator has launched a new Black Friday sales sweep targeting questionable advertising tactics, after uncovering widespread issues during last year’s sales period.

The sweep will look closely at sales advertising that uses pressure tactics or gives consumers a misleading impression. That includes countdown timers that don’t match the actual sale period, “store-wide” or “site-wide” claims that turn out to have pages of exclusions, “up to X% off” sales where hardly anything is actually discounted at the top rate, and strikethrough prices that don’t reflect genuine savings. The ACCC is also watching for sneaky fine print designed to water down headline offers.

Lowe said the regulator wants retailers to sharpen up their messaging this year.

“We are putting retailers on notice to review their sales advertising practices to ensure that any sales or discount claims they make are accurate, clear, and not likely to mislead or deceive consumers,” she said.

Retailers who were caught out last year are expected to lift their game. The ACCC has already taken action in 2025, with Michael Hill, My House and Hairhouse paying penalties in June for allegedly misleading customers during their Black Friday promotions.

Stop. Check. Protect.

With scammers out for blood and some retailers getting a warning tap on the shoulder, the ACCC is telling Aussie shoppers to take a more mindful approach to Black Friday bargain-hunting this year. Their message: Stop. Check. Protect.

Stop: Start by slowing down. Scammers rely on pressure tactics. The ticking clock, the ‘last chance’ wording, the fear of missing out, are all designed to get people to act before they think. Taking a moment before clicking or tapping can be the difference between scoring a deal and losing your cash.

Check: Check the offer properly. That means checking the business through official channels, cross-checking deals across multiple websites, or even asking a friend or colleague if something looks off. If you’re being pitched an investment or business opportunity, do a bit of independent research before you say yes.

Protect: The ACCC encourages consumers to take action quickly if something doesn’t feel right. If you think you’ve handed over money or personal details to a scammer, contact your bank straight away. IDCARE can help you put together a recovery plan, while Scamwatch and Cyber.gov.au can guide you through reporting the incident. It’s also crucial to update passwords, secure your accounts and keep an eye on your bank statements afterward.

Finally, for anyone overwhelmed by the fallout of a scam, support services like Lifeline and Beyond Blue are available.