The BBB warns AI-powered scams are spiking this holiday season, with fake sites and delivery texts, and phone calls targeting rushed shoppers.
NORFOLK, Va. — As holiday shopping ramps up, the Better Business Bureau is sounding the alarm: scammers are using more sophisticated, AI-powered tools than ever before, and shoppers are falling for them at record rates.
A new McAfee 2025 holiday fraud report shows that 1 in 5 Americans have already been targeted or scammed this season, with phishing emails, fake delivery notifications, and fraudulent online storefronts among the top threats.
BBB officials say they’re seeing the same trend locally, with more consumers reporting highly convincing scams that look identical to legitimate retailers.
“Scammers no longer look like scammers.”
Elizabeth Carter, Director of Accreditation Services for the Better Business Bureau Serving Hampton Roads, said consumers should assume that anything they receive via text, email, or social media could be fake, especially in December.
“Scammers no longer look like scammers,” Carter said. “They’re using AI to clean up grammar, generate polished websites, and even clone brand logos and customer service messages. It’s extremely convincing, and that’s why more people are getting tricked.”
She said BBB has seen a spike in reports involving:
- Fake online shops advertising major holiday discounts
- Phishing emails impersonating large retailers
- Delivery scams claiming a package can’t be delivered
- AI-generated voice scams pretending to be family members or company reps
“These crimes are fast, targeted, and emotional,” Carter said. “The goal is to get you to act before you slow down and think.”
According to McAfee’s 2025 data, scammers are increasingly automating entire scam operations:
- Fake storefronts can be generated in under 10 minutes
- AI chatbots now mimic real customer service agents
- Deepfake audio can imitate voices with just seconds of recorded speech
- Phishing campaigns can customize messages using public data like names, city, or retailer preferences
Carter said this technology is “changing the game.”
“We used to tell people to watch for misspellings or blurry logos. Those warnings don’t apply anymore,” she explained. “AI can produce a flawless scam. The only real defense is slowing down and verifying through trusted channels.”
Beyond technology, Carter said scammers prey on heightened holiday emotions: pressure to find deals, fear of missing shipments, and the rush to get everything done on time.
“The holidays make people vulnerable because they’re busy, distracted, and trying to stretch every dollar,” she said. “Scammers count on that sense of urgency.”
She added, “If a message tries to push you into quick action, treat it as suspicious.”
Carter said the BBB’s ScamTracker database shows an increase in reports from shoppers in Norfolk, Virginia Beach, Chesapeake, and Newport News.
The most common financial losses locally come from:
- High-dollar electronics sold through fake holiday ads
- Pop-up websites that disappear after purchase
- Refund scams where scammers impersonate customer service
- Fake charity appeals capitalizing on end-of-year giving
“The dollar amounts are going up,” Carter said. “People are losing hundreds, sometimes thousands, because these scams are so believable.”
She also noted that shoppers aren’t the only victims; local businesses are being impersonated, too.
“We have accredited businesses in Hampton Roads whose names and logos are being copied,” Carter said. “Scammers are targeting trusted local brands to make their sites look legitimate.”
The BBB recommends that consumers:
- Go directly to the retailer’s website instead of clicking on links in emails or texts.
- Check the URL carefully, look for extra letters, dashes, or slight spelling changes.
- Use credit cards, which offer stronger fraud protections than debit cards
- Be skeptical of huge discounts or trending products
- Verify delivery problems by visiting the carrier’s official tracking page
- Enable two-factor authentication on accounts tied to your financial information
Carter said the most important step is simple:
“Take an extra 10 seconds before you click anything,” she said. “Those 10 seconds could save you hundreds of dollars.”
With more holiday shopping happening online than ever, Carter expects scammers to stay active through December.
“This is their Super Bowl,” she said. “We want people to enjoy the holidays, but the only way to do that safely is to slow down, double-check, and trust your instincts.”
