By Vicky Sidler | Published 27 November 2025 at 12:00 GMT+2

The discount code promised 50 percent off a Bluetooth speaker. All you had to do was enter your name, phone number, credit card info, and the name of your childhood pet. Seemed legit.

This is the kind of moment Surfshark’s cybersecurity team sees coming every year. Black Friday is tomorrow, which means millions of people are about to click without thinking.

According to their recent survey, one in five shoppers has fallen for a discount code scam. Most of them lose around $150.

Even worse, half of all shoppers have handed over personal information just to get a code. Think name, address, credit card details, email, and phone number. All that for 10 percent off shipping.

Right on cue, the scams spike during Black Friday.

TL;DR:

• One in five shoppers gets scammed by fake discount codes

• Half of shoppers give away personal info to get a code

• $101 to $150 is the average loss per scam

• Most people find codes through Google, email, or ads

• Never give personal data or download files for a code

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Table of Contents:

Everyone Loves a Bargain. So Do Scammers.

The logic makes sense. Big shopping day. Big discounts. Everyone’s searching for a better deal. Unfortunately, so are scammers.

According to Surfshark, 59 percent of people go straight to Google or other search engines to look for coupon codes. It’s quick, familiar, and feels harmless.

But that’s the trap. Fake coupon websites are designed to blend in with legitimate ones. They promise steep discounts. Some even include reviews. All they ask in return is a little personal information. Or, worse, for you to download something.

If you’ve ever thought “It’s just my email address,” keep reading.

What Scammers Really Want:

Martynas Dainys, Senior VPN Service Manager at Surfshark, says red flags include any site that asks for more than basic data, promises wild discounts, or demands payment to access a coupon. That’s not marketing. That’s a scam.

Once you enter your details, a few things can happen:

• Your information is sold to data brokers or other scammers

• You get targeted with future fraud tailored to your shopping habits

• You unknowingly download malware, spyware, or ransomware

You might not feel the effects right away. But weeks later, your inbox fills with suspicious emails. Your card gets flagged. Or you get billed for something you don’t remember buying.

Some attacks come via PDF coupons or shady browser extensions that seem helpful but quietly track your every move.

The scam doesn’t end when the tab closes. It just begins.

Let’s Do the Maths:

If one in five people has been scammed while chasing a discount, and one in ten loses between $101 and $150, the totals add up quickly. Surfshark estimates losses in the billions. Not millions. Billions.

That’s a lot of Bluetooth speakers.

So while the appeal of saving a little money on Black Friday is strong, the cost of getting tricked can be much higher. Especially for small business owners who already wear too many hats and can’t afford financial surprises.

But What About That Loyalty Email?

Not all discount codes are bad. Many are perfectly safe. More than half of shoppers get theirs through loyalty or rewards programs. Half also receive them via email or direct messages. A smaller percentage (35 percent) use pop-up ads or influencer promotions. About 20 percent find codes on social media or forums.

The key is source trust. If it’s coming from a brand you know and have bought from before, you’re probably fine. If it’s coming from a random blog with a name like supercouponland247 dot biz—close the window.

How to Stay Smart This Shopping Season:

Surfshark’s advice is simple:

1. Stick to sites you trust.

Use official brand websites or well-known coupon aggregators. Bookmark them now.

2. Be suspicious of weird requests.

If a site wants your credit card before giving you a code, that’s not a discount. That’s bait.

3. Don’t download anything.

A coupon should never come in a PDF. If it does, delete it.

4. Watch those browser extensions.

Many extensions that auto-apply coupons also collect private data.

What This Means for Your Business:

If you're a small business owner, these scams are a good reminder of how important trust is. Whether you're running a Black Friday promotion yourself or just updating your website, remember:

Clarity builds confidence.

Be upfront about what you're offering. Don’t overpromise. Use secure channels to send discounts. And make sure your own website doesn't accidentally look like a scam.

If customers have to squint to figure out whether your offer is real, you’ve already lost them. Your job is to make things simple, honest, and clear. That’s how trust grows.

Black Friday doesn’t have to be risky. You can still run a good sale, find a solid deal, and protect your business at the same time.

Want help simplifying your message so customers never second guess your offers?

👉 Download my free 5 Minute Marketing Fix

Related Articles:

1. Small Businesses Hit by AI Fraud Surge—Here’s How to Protect Your Cash and Reputation in 2025

If your customers are falling for scams, chances are your business could be a target too. This post explains how to avoid being the next victim.

2. South Africa’s 2025 Data Breach Count Hits 369k—Are You Next?

Discount code scams often lead to leaks. This article shows what’s happening on the ground—and what to fix fast.

3. AI Fraud Crisis Warning—What Small Biz Must Do Now

Scammers are using AI to level up. Learn what tools, settings, and red flags your team needs to know.

4. Digital Scams Targeting Women Are Getting Smarter—Here’s How to Stay Safe

This one dives into how scam tactics are evolving and who they’re hitting hardest—including smart, experienced buyers.

5. AI Hallucinations in Court—Big Trouble for Legal Trust

Once you understand the scam problem, you’ll want to know how fake AI data makes it worse. This article unpacks the legal fallout.

Frequently Asked Questions About Black Friday Discount Code Scams

1. How common are discount code scams?

Very. According to Surfshark, one in five shoppers has fallen for a scam related to discount codes, especially around Black Friday.

2. What’s the average amount people lose in these scams?

Most victims report losing between $101 and $150. When scaled up, the total loss to consumers adds up to billions globally.

3. What kind of personal information do scammers ask for?

Scammers often ask for your name, email, phone number, address, and even credit card details. If a discount requires all that, it's likely a trap.

4. How do these scams usually reach people?

Most people find scam codes through Google searches, pop-up ads, social media posts, or sketchy browser extensions that promise to auto-apply coupons.

5. Are loyalty program or email discount codes safe?

Usually, yes. If it comes directly from a trusted brand or program you signed up for, it’s probably safe. Just don’t click on random links from unfamiliar senders.

6. What are the risks of downloading a coupon?

Some scammers use fake downloadable PDFs or browser extensions to sneak in malware, spyware, or ransomware. You don’t just lose money—you could lose control of your device.

7. Can a scam coupon really lead to identity theft?

Yes. Once scammers have your personal info, they can open the door to more serious fraud or sell your data to others.

8. What should I look for to spot a scam?

Be suspicious of massive discounts, requests for sensitive info, or any site that asks you to download something. Stick to well-known platforms.

9. How can small business owners protect their customers?

Make your real offers clear, direct, and secure. Don’t confuse people with complicated discounts or shady-looking landing pages.

10. Where can I learn how to explain my offers more clearly?

You can start with the5 Minute Marketing Fix. It helps you write one sharp sentence that tells customers what you offer and why it matters.