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Black Friday 2025: como blindar sua marca contra golpes digitais
BranddiIP Team ·
Black Friday 2025 arrives with the promise of record sales, but also with a warning: digital scams have never been so sophisticated.
In recent years, phishing attempts, typosquatting and profile cloning have soared precisely in the week of November 28th. The consumer, pressured by the urgency of promotions, becomes more vulnerable. All it takes is one scam associated with your brand to compromise the trust built up over months.
So, it's not enough to think about discounts and marketing campaigns, you need to structure monitoring processes, quick response and use of tools capable of detecting threats in real time.
Check out now the complete guide to protect your company and turn Black Friday into an opportunity, not a risk!
Why is Black Friday a target for scams?
Black Friday concentrates, in just a few days, anabnormal spike in traffic and online shopping that increases “noise” in the purchasing journey (more emails, ads and new sales pages) and reduces consumer attention.
In 2024, Kaspersky identified more than 38 million phishing attempts linked to stores, payment systems and banks only between January and October; In the first two weeks of November, there were already 198,000 Black Friday-themed spam messages circulating, a sign that scammers are warming up their engines before the day of promotions.
In Brazil, in addition to classic cybercrime (phishing, fake websites, account hijacking), there is “Black Fraud”: perception of price makeup the day before to simulate “discounts” the next day. unmissable” items of dubious origin.
To summarize “why” the date is so targeted for digital scams:
- Peak of attention and rush (urgency, scarcity and countdown) → more impulsive clicks on links and ads;
- Temporary explosion of new domains, ads and emails → difficult to distinguish the legitimate from the false;
- Higher average ticket in coveted categories (electronics, computers, cell phones), which increases the scammer's ROI per transaction;
- Marketplace effect (third-party sellers and newly created stores) + instant payments → short window to stop the scam;
- Information asymmetry: the consumer does not have a clear reference to the “real price”, facilitating both “super discount” phishing and fake makeup; price.
What are the main threats?
Many consumers end up falling into digital traps that imitate stores, advertisements and even official communications from big brands. To understand the risk, see the main threats that surround this date:
Fake websites
Criminals create pages identical to known stores to steal data and payments. Domains often imitate legitimate addresses, confusing the consumer.
Phishing
E-mails, SMS and messages on social networks promise unrealistic discounts and lead to malicious links. The objective is to collect passwords, personal and financial data.
Misleading advertisements
False campaigns on search engines or social networks advertise non-existent products or with manipulated prices. The scam makes the user pay for something that will never be delivered.
Misuse of brand
Logos and visual identity of well-known companies are copied to convey credibility. This disguise increases the chance of consumers falling for fraud.
What is the financial and image impact of digital scams?
Cases in which consumers buy counterfeit products or fall victim to scams generate, for brands, direct losses that can include:
- Misappropriated revenue (sales that “belong” to the scam instead of the legitimate company);
- Management costs crisis;
- Returns and reimbursements;
- Extra expenses with security, monitoring and legal actions.
In Brazil, it is estimated that in 2023 alone, losses attributable to counterfeit products will reach R$410 billion, with 35% of these sales occurring online, according to dados da Branddi.
But the most expensive scam is trust: studies show that, after a scam with the apparent involvement of a brand, 6 out of 10 Brazilians say they stop buying from that brand.
Such an effect generates a silent bloodletting: customers stop returning, share negative experiences, and reputation suffers a permanent shock.
Although many scams escape initial defenses, some brands have already demonstrated that monitoring and reactive action break the scam chain before causing damage.
Sebrae, for example, was the target of a scam that used its brand to offer false credit via WhatsApp. The institution issued an official alert and actions to remove fake profiles as soon as it identified the first cases.
How to monitor brand reputation during this period?
We already have means of prevention and containment that help brands face increasingly frequent digital scams during Black Friday:
Monitoring mentions and keywords
Fraud generally leaves traces on forums, small blogs or newly created pages. To stay ahead of the game, set up Google Alerts with variations of your brand name (including typos and slogans) and receive real-time email notifications.
Brand protection in ads and domains
Scammers use typosquatting (similar domains, like “my-brand.com” instead of “mybrand.com”) or paid ads that link to websites fake. To protect yourself, use brand protection tools like Branddi, which track new domain registrations and misleading campaigns.
Social media monitoring
Fake profiles on social networks often imitate profile photos, name and even brand language. To detect these cases early, set up social listening with tools like mLabs, Sprinklr or Hootsuite to track mentions and company name variations in real time.
Also create an internal protocol to quickly report fake profiles directly on the platform (Instagram, Facebook and TikTok), gathering evidence such as prints and links.
How about a prevention checklist? Steps to protect yourself before Black Friday.
In closing, here's what you need to know to protect your brand against scams and protect your customers' trust:
- Set up Google Alerts with brand name, variations and common errors ✅
- Monitor forums, blogs and new pages with Brand24 or Mention ✅
- Use Branddi to track suspicious domains and fake ads ✅
- Activate social listening on mLabs, Sprinklr or Hootsuite ✅
- Establish protocol for quickly reporting fake profiles ✅
- Ensure verification seal on official brand profiles ✅
Did you like the tips for protecting yourself on Black Friday 2025? Protection to shield your brand starts with the right tool to identify online fraud.
Big brands are already taking advantage of Branddi's intelligent protection! Talk to one of our experts now and don't leave your customers in the hands of scammers.