Black Friday 2024 is approaching with an estimated 9% growth in e-commerce revenue compared to last year, potentially reaching R$ 9.3 billion, according to data from Neotrust.Confi. However, the increase in online purchases also brings with it the intensification of scams and frauds, which target less attentive consumers or those looking for irresistible deals.
The lawyer from Cone Sul Marcas e Patentes, Dr. Vanessa Albuquerque, warns about the main scam of the moment, sites that simulate well-known brands with very similar visual identities to attract customers with suspicious discounts. “Consumers need to be alert to prices that drastically differ from the average and platforms that mimic the visual identity of major retailers, such as Magalu, but present slightly altered names, like ‘Malagu,’ for example. This practice is commonly used to deceive consumers and lead to unsafe purchases,” she explains.
Among other common scams also stand out sites that display testimonials and images from international stock photo banks to simulate credibility. “Using testimonials from fake buyers and generic images on unknown sites is a warning sign. Many consumers are convinced by these visual tactics without evaluating the seller’s origin,” advises Dr. Vanessa.
In addition to fraudulent websites, other common approaches include:
- Fake promotions via SMS and WhatsApp: Messages with malicious links are sent to mobile devices promising incredible discounts. These messages often use links that can compromise the user’s data security.
- Emails with discount coupons from suspicious senders: Many coupons and offers that simulate renowned companies may arrive via email from accounts like “@gmail.com“, “@hotmail.com“, or “@terra.com.br“. However, serious companies use their own domains to send promotional communications.
- Fake profiles on social media: Scammers invest in ads and stories on social media to promote fake profiles that mimic shopping pages, often with testimonials from alleged customers to give a sense of security.
According to the research by Opinion Box and Dito, “Shopping behavior and trends for Black Friday 2024,” the public’s preference still lies with e-commerce (43%). Following closely are physical stores and e-commerce (39%), only physical stores (14%), and lastly, purchases only through the company’s app or WhatsApp (4%).
Considering only e-commerce, the five most visited marketplaces by consumers were: Amazon (55%); Shopee (45%); Mercado Livre (40%); Magazine Luiza (37%); and Americanas (28%). Thus, the lawyer advises: “In the virtual environment, it is essential to always check the URL of websites, be wary of prices well below the market, and confirm the authenticity of the seller through official sites. Prevention and caution are the best defenses against scams at this time of year.”
