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Black Friday de 2024 teve média de 72 novas ameaças de golpes na Internet por hora. Como lidar com elas em 2025?
BranddiIP Team ·
Commemorative dates are a fundamental part of retail sales strategies throughout the year. Mother's Day, Valentine's Day, Father's Day, as well as periods in which stores offer discounts, such as Consumer Week and, mainly, Black Friday, in November, are awaited by both companies and customers.
However, a study by Branddi, a brand protection company in the digital environment,based on its own data, shows that it is also on these dates that new threats of scams in the Internet become more intense.
In the last twelve months, for example, last year's Black Friday and Consumer Day in 2025 were the dates with the most threats detectedby the company. They occurred not only during the dates in question (November and March), but in the preceding months, such as October and February, in both cases.
On Black Friday last year, considering the two months surrounding the date, there were more than 105,567 thousand new threats detected. This means around 1.7 thousand per day or 72 per hour.
The phenomenon was repeated on the last Consumer Day: 100,518 thousand threats in the two months that marked the commercial date.
This happens, in the analysis of Diego Daminelli, CEO of Branddi, because these are times when there are more people looking for products and services to give as gifts. As a result, companies invest in campaigns on social media and e-commerce platforms,as well as increasing or creating advertisements on marketplacesto attract consumers.
“But, in the midst of this movement, fake ads, profiles or even websites are also growing, which take advantage of the buzz to try to deceive people. And they have still had some success, unfortunately”, he states Daminelli.
In fact, a survey carried out by Branddi in August showed that 82% of customers have already come across attempted scams on the Internet - the majority (25%) of them involving campaigns similar to those in the original stores.
Even more problematic: 37.4% of consumers have, in fact, fallen for a scam of this type recently. "When a consumer is deceived by a false advertisement, trust in the real brand is immediately shaken. Shielding digital reputation is no longer a differentiator, it is survival", he analyzes.
The increase in consumer attention towards scams can also be seen in online search behavior. Between July and September 2025, Google searches for the term “black fraud” grew 127%, according to data from the search engine. For Diego Daminelli, this increase is a clear indication that the public is more attentive, but also more suspicious. “This type of search reveals a legitimate concern among consumers, who are trying to protect themselves, but it also shows that misinformation or insecurity are still very present”, he analyzes.
But how can businesses prepare to avoid this type of problem?
AVOIDING SCAMS ON BLACK FRIDAY
Daminelli says that the first thing to do is to create some customer service channel. “It can act in prevention, but mainly as a means of listening to consumers who see an attempted scam involving the brand name or those who actually fall for one”, he comments.
In the same way, brands can now create guides to help people not confuse fake ads or profileswith the original ones. This goes from the scope of posts on social networks to communications via messages such as email and WhatsApp.
“It is important to reinforce the brand's correct profile on networks at all times, but not only that: companies can help customers discover whether they are, in fact, purchasing from the official store”, says Daminelli, remembering recent campaigns carried out by banking institutions, for example.
The brands too they can create forms of constant and direct communicationwith a specific customer base, sending newsletters that, in addition to the discounts or conditions offered on Black Friday, remind them of the possibilities of scams.
Creating social media pieces that are more difficult to copy also helps, although consumers will not always be able to differentiate original ads from fake ones. "Still, criminals will not stop using dates like Black Friday to attract victims. It is up to brands to anticipate, protecting their customers and their own digital reputation. That is exactly where Branddi's role comes in", concludes Daminelli.