In November 2023, concerns have heightened regarding the rise of sophisticated scams coinciding with Black Friday, particularly in the United States. Retailers are acutely aware of the challenges posed by this shopping event, where they find themselves under pressure whether to participate or abstain. This event, referred to by some as 'an American vortex of misery,' exposes both retailers and consumers to significant risks. Fraudulent activities are rampant, with Visa reporting an average loss of £125 per individual due to scams. According to research from Darktrace, Amazon is currently the most impersonated brand, making up 80% of phishing attempts, with the nature of these scams evolving significantly due to the capabilities of generative AI. This makes it increasingly difficult for legitimate businesses to safeguard their brands and provides fraudsters with new avenues to exploit. Traditional security measures are often inadequate against the sophisticated impersonation tactics now employed by these scammers. As global shopping campaigns ramp up around Black Friday, consumers are reportedly changing their shopping behaviors, with an estimated 9 million individuals altering their online shopping habits due to past scams. A significant number of people, around 35%, have expressed reluctance in purchasing from unfamiliar brands, indicating a broader distrust that has emerged within the online retail landscape. Customer confidence is waning, largely as a consequence of these ongoing threats, which makes consumers more hesitant to take risks during shopping sprees that were once seen as exciting opportunities. Ultimately, such scams serve as a reminder for shoppers to exercise caution, particularly regarding spelling errors in domain names or unfamiliar website addresses. As the holiday shopping season approaches, it becomes increasingly vital for consumers to remain vigilant to safeguard against potential scams. With the constant innovation of AI technologies, both consumers and retailers must adapt their security practices to mitigate the growing threats facilitated by these advancements.