BBB issues this year’s list of the 12 scams of Christmas

As we near the end of 2025, scams targeting the public continue to cause trouble. Stakes are high as the National Retail Federation predicts the first $1 trillion holiday shopping season.

With scammers increasingly exploiting the seasonal rush for deals, gifts, and goodwill, the Better Business Bureau is issuing its annual “12 Scams of Christmas” list. It identifies the scams and schemes most likely to catch consumers and donors off guard this season.

“The holidays should be about celebration, not regret,” said Steve Bernas, BBB president and CEO. “If a deal seems too good to be true, take a step back and think twice. Many of the scams on this list are facilitated through emails and social media platforms; however, it is social media and pop-up ads where people are the most vulnerable.”

Especially after this year’s record spending on Black Friday, consumers should exercise caution when they come across social media ads about discounted items, event promotions, job opportunities, and donation requests, as well as direct messages from strangers.

“If you are asked to make a payment or donation by wire or e-transfer, via a payment app, such as CashApp, Venmo, or Zelle, or through third parties by prepaid debit or gift cards, you should treat this as a red flag, as well,” Bernas said.

Be mindful of these scams that could cut into your holiday cheer:

1. Misleading social media ads: You often see products advertised on your social media feed. Always research before you buy. BBB Scam Tracker receives daily reports of people paying for items they never received, getting charged monthly for a free trial they never signed up for, or receiving an item that is counterfeit or much different from the one advertised. The 2025 BBB Online Scams Report found the top four social media sites where consumers are most likely to get into trouble are Facebook, Instagram, WhatsApp and TikTok.

2. AI scams: Using technology, scammers can create videos of celebrities asking you to donate to a cause. While these computer-generated images appearing on social media sites may seem authentic, they are more than likely not. If the appeal is for money, check the charity’s official website before making any donation.

3. Social media gift exchanges: This scheme pops back up each holiday season, and this year is no different. The older version was called “Secret Sister.” A newer version of this scam revolves around exchanging bottles of wine; another suggests purchasing $10 gifts online. There is even a twist about “Secret Santa Dog,” where you buy a $10 gift for your “secret dog.” No matter how it’s presented, participants unwittingly share their personal information and that of their family members and friends and are tricked into buying and shipping gifts or money to unknown individuals. And — it’s an illegal pyramid scheme.

4. Holiday apps: Apple’s App Store and Google Play list dozens of holiday-themed apps where children can video chat live with Santa, light the menorah, watch Santa feed live reindeer, track his sleigh on Christmas Eve, or relay their holiday wish lists. Review privacy policies to see what information will be collected. Be wary of free apps, as they often contain more advertising than paid apps. Free apps can also contain malware. Be sure to read reviews as well.

5. Fake texts that say you’ve been hacked: BBB receives tons of reports about fake texts and emails, many of them claiming your Amazon, PayPal, Netflix, or bank account has been compromised. Be extra cautious about unsolicited calls, emails, and texts; contact the business directly, and don't click on any links.

6. Free gift cards: “FREE” is the keyword here. Scammers have been known to exploit this weakness by sending bulk phishing emails that request personal information in exchange for free gift cards. In some of these emails, scammers impersonate legitimate companies and promise gift cards to reward their loyal customers. If you receive an unsolicited email offering a gift card, do not open it. Instead, mark it as spam or junk. However, if you do open the email, do not click on any links.

7. Temporary holiday jobs: Retailers typically hire seasonal workers to help meet the demands of holiday shoppers. Shippers and delivery services are among the top holiday employers this year because of the surge in online orders and the need to deliver most packages before Christmas. Jobseekers need to be wary of employment scams that aim to steal money and personal information from job applicants. Keep an eye out for opportunities that seem too good to be true.

8. Look-alike websites: The holiday season brings endless emails offering deals, sales, and bargains. Be wary of emails with links enclosed. Some may lead to look-alike websites created by scammers to trick people into downloading malware, making dead-end purchases, and sharing private information. If you are uncertain about the email, go directly to the official website; you can check their listing on BBB.org/search to verify you have the right one.

9. Fake charities: The last few weeks of the year are a busy time for charitable donations. Donors are advised to watch out for fraudulent charities and scammers posing as needy individuals. Don’t be rushed to donate. Responsible organizations will welcome a gift tomorrow as much as they do today. Where possible, please donate to the charity through their website and use a credit card.

10. Package delivery: Posing as reps from USPS, FedEx, or UPS, scammers are sending messages claiming there is a problem with your package. These phishing emails are attempts to get access to your private information or download malware onto your device. They may also try to trick you into paying new shipping fees. If you think there may be a problem, do not click on any link in the email. Instead, go to the retailer's website to check for any delays.

11. Advent calendars: This year, there are more Advent calendars for sale than ever, and many are in hot demand. If an ad promises an intricate Advent calendar filled with valuable gifts at an extremely low price, it's probably too good to be true.

12. Puppy scams: Many would-be pet owners turn to the internet to find their future cat or dog, but experts say a shocking 80% of sponsored pet advertisements may be fake. Be sure to see the pet in person before making a purchase.

To protect yourself:

• Research before you buy: Use BBB.org to look up unfamiliar retailers before entering payment information. Always type the retailer’s web address directly into your browser — don’t click on links from unsolicited ads or texts.

• Avoid gift cards or wire transfers for payments or donations. If asked to pay via prepaid card or wire — that's a red flag.

• Use credit cards for purchases. Credit cards offer greater fraud protection than debit cards or cash app payments.

• Verify charities before donating. Use official charity registries or tools like BBB's Give.org to confirm legitimacy.

• Report scams immediately. If you’ve encountered a scam, report it to BBB Scam Tracker. Your report may help others avoid a similar situation. Suspicious ads also should be reported to BBB Scam Tracker.