Holiday Shopping Scams: How to Spot Fake Ads and Sites in 2026

Holiday shopping scams start earlier every year, and 2026 is right on schedule. The Better Business Bureau has already updated its hot toy scam warning for the season, and the FTC is warning that ads in your social media feed aren't always checked before you see them. If you're buying gifts for the grandkids this year, a few simple habits will keep your money where it belongs.

This guide covers the tricks to watch for and how to use a free AI tool like ChatGPT as a second set of eyes before you pay.

Why holiday shopping scams work so well

Scammers go where the shoppers go. When a toy sells out in stores, people search online, and fake sites are waiting with the toy "in stock" at a great price.

The BBB's hot toy scam alert, updated October 6, lists this year's in-demand gifts, including KPop Demon Hunters toys, Pokémon's 30th anniversary items, Squishmallows, NeeDoh squishies and the Nintendo Switch 2. It describes shoppers who received cheap counterfeits, or nothing at all, after ordering from sites that looked professional.

Social media ads are a big part of it. In an August 10 consumer alert, the FTC said people reported losing more than $95 million in 2025 to scams that started when they ordered something after seeing an ad on social media. The FTC also pointed out that platforms don't always thoroughly vet the ads or the advertisers behind them.

Regulators are paying attention. In September, the FTC asked for public comment on whether to update its rule against impersonating governments and businesses to address the platforms where these fake ads run. That process takes time, though, and it won't change what shows up in your feed this December. For this holiday season, your own habits are still the best protection.

The 6 most common holiday shopping scams

1. The sold-out toy, magically in stock

A site you've never heard of has the exact toy every store is out of, often at a discount. That combination is the biggest red flag on the BBB's list.

2. The fake brand ad

An ad looks like it's from a real brand you know. The link goes somewhere else. The FTC notes scammers impersonate real brands and sell knock-offs.

3. The odd store

One shopper told BBB Scam Tracker they ordered a Nintendo Switch 2 from what appeared to be an online furniture store. A store selling things it normally wouldn't is a warning sign.

4. The fake delivery text

"Your package can't be delivered. Update your address here." This one gets busier as more of us order online. Go to the shipper's site yourself instead of tapping the link.

5. The gift card request

Anyone who asks you to pay with gift cards, for anything, is a scammer. Real stores take normal payment.

6. The "flash sale" countdown

A ticking clock is there to rush you. Real deals rarely vanish in 10 minutes.

How to use AI to check a store before you buy

AI tools can't see everything, but they're good at spotting patterns and explaining warning signs. Try this with ChatGPT or Gemini:

1. Paste the ad or product page text (not your personal details) and ask: "Does this look like a scam? List any red flags."
2. Ask about the website name: "What should I check before buying from a website called [name]?" Then do those checks yourself.
3. Ask for a price check: "What does a [toy name] usually cost at major retailers?" If the deal is far below that, be careful.
4. Ask for a safer path: "Where can I buy [toy] from a well-known retailer?"

One honest note: AI can be wrong, and it might not know about a brand-new fake site. Use it as a second opinion, then follow the BBB's advice and type the address of a trusted retailer directly into your browser.

New to ChatGPT? Start with your first 10 minutes with ChatGPT.

Your holiday shopping checklist

Print this or keep it next to the computer:

• Type the store's address yourself instead of clicking ads or search results.
• Search the company name plus "scam" or "complaint", as the FTC suggests.
• Check for a working customer service number before entering card details, as the BBB recommends.
• Pay with a credit card, not a debit card, wire or gift card.
• Be wary of prices that seem too good to be true.
• Don't let a countdown timer rush you.

What to do if you've been scammed

• Call your card company right away and ask about disputing the charge.
• Report it to the FTC at ReportFraud.ftc.gov.
• Report it to BBB Scam Tracker so other shoppers are warned.
• Change any password you used on the fake site.

Then tell someone. Reporting helps others, and these scams fool careful people every day.

A note on phone and voice scams this season

Holiday shopping scams often come with a phone call too: a fake bank fraud alert or a "delivery" problem. Some of these calls now use AI-generated voices. Our guides to AI scam calls and how to spot a deepfake walk through what to listen for.

Common questions

Are ads on Facebook and Instagram checked for scams? The FTC says social media platforms don't always thoroughly vet the ads you see or the advertisers behind them. Check out the company before you buy.

Is it safe to buy from a site I found in search results? The BBB warns fake sites can show up at the top of search results. Typing in a known retailer's address is safer.

Can ChatGPT tell me for sure if a website is a scam? No. It can point out red flags and suggest checks. You still need to verify the store yourself.

What's the safest way to pay online? A credit card generally gives you the strongest options to dispute a charge. Never pay with gift cards.

Shop smarter with AI this year

AI can make holiday shopping easier: comparing gifts, writing cards, and checking a deal before you buy. Our book, AI for Boomers, shows you how to use these tools safely, step by step. Learn about the book or find it on Amazon. It also makes a pretty good gift.