Black Friday Shoppers Warned of Cyber Threats and Mental Health Risks

Two Irish organisations have issued warnings as Black Friday approaches this Friday, 28 November, urging consumers to protect both their financial security and mental wellbeing during the annual sales rush.

ESET Ireland and Turn2Me, a national mental health charity, have highlighted the dual risks of online scams and emotional overspending as retailers launch aggressive discount campaigns ahead of the weekend shopping period.

Online fraud escalates during sales season

Nearly €100 million was stolen through frauds and scams in Ireland in 2023, according to Central Bank data, with online card payments accounting for 86% of total card fraud value at approximately €37.4 million.

George Foley, spokesperson for ESET Ireland, said:

"This is exactly the time of year when fraudsters try to turn urgency into profit. People are scrolling through deals on their phone in the bus queue, at work or late at night, and a fake link can look just as glossy as a genuine retailer."

He warned that compromised social media accounts and cloned websites designed to harvest card details pose significant threats. Countdown timers, limited stock warnings and familiar brand names in web addresses are commonly used tactics to pressure shoppers into clicking before thinking.

Foley advised:

"The most important thing you can do as a shopper is to add your own pause. Search for the retailer independently, look for consistent contact details and reviews from more than one source, and be very wary of any seller that only accepts bank transfer."

ESET Ireland recommends using separate email addresses for online shopping, virtual cards or digital wallets such as Apple Pay or Google Pay for unfamiliar sites, and enabling strong authentication on email and banking accounts. Shoppers should never share one-time codes or login links, regardless of how convincing a message appears.

Mental health impact of bargain hunting

Turn2Me has highlighted the psychological drivers behind Black Friday shopping and warned of the emotional toll of impulsive spending.

Fiona O'Malley, CEO of Turn2Me, said:

"When we believe we're getting a good deal, our brain releases dopamine. This can create a sense of urgency, excitement, and even competition."

The charity outlined several factors fuelling the shopping frenzy: the sense of reward from finding discounts, fear of missing out on limited-time deals, social influence from friends and influencers, and the appeal of instant gratification during stressful periods.

However, Turn2Me cautioned that the short-term thrill can lead to longer-term problems.

O'Malley warned:

"Buying things we don't need, or can't afford, can lead to guilt, clutter, and financial anxiety. The stress of going 'into the red' or living with overcrowded spaces can outweigh the temporary happiness of the bargain."

The charity notes that cluttered environments have been linked with increased stress, disrupted sleep and difficulty concentrating, while debt-related pressure can contribute to anxiety and low mood, particularly around the holiday season.

Practical advice for shoppers

Turn2Me encourages consumers to set a budget before browsing, question whether they genuinely need items, pause for 24 hours before making non-urgent purchases, and consider the long-term impact on finances and wellbeing.

Foley concluded:

"Slow down, buy from brands you can verify, and keep your payment details behind an extra layer of protection. A real bargain is one you still feel good about when the sale banners come down in January."

Turn2Me offers free professional mental health support online, including up to six free one-to-one counselling sessions and unlimited support groups, available at Turn2Me.ie. For more information on online security, visit www.eset.com/ie.