Norton Insights Report 2026: Holiday Scams

Holiday shopping scams are taking a financial toll on Americans, according to Norton's 2026 Holiday Scams Insights Report. Sixteen percent of Americans report having been scammed while shopping online during the holidays, rising to 25% among Gen Z, with those who lost money reporting an average loss of $394. Nearly one-third (30%) admit taking greater risks when shopping online during the holidays, while 35% have purchased something they suspected might be a scam because the deal was too good to pass up. Meanwhile, 40% say they are seeing more scam advertisements on social media this year, and 48% report that scams and AI-generated content make them more hesitant to shop online.

As consumers become more cautious about online purchases, banks, credit unions, credit card issuers, cybersecurity providers, electronics retailers, department stores and local retailers can emphasize security, reliability and customer service. Sellers can encourage these advertisers to promote fraud protection services, secure payment options, trusted shopping experiences and authentic holiday offers that give consumers greater confidence when making purchases.