Scam fears are overshadowing Christmas shopping in the UK, with new research from tech company Tools for Humanity revealing that three in four shoppers (73%) are anxious about fraud and bots snapping up high-demand items.
This growing mistrust is reshaping consumer behaviour: over half (56%) now avoid buying high-value items online, and one in five have abandoned purchases twice or more due to suspicion, according to the survey of 2,000 online shoppers.
The findings come as UK retailers struggle with a challenging peak season. Despite digital channels outperforming physical retail, overall sales growth has been muted compared to previous years. Analysts point to a mix of economic uncertainty and security fears as key factors dampening consumer confidence.
Shoppers cite concerns over AI-driven scams, fake ads, fraudulent reviews and bot-driven buying, with nearly half (48%) willing to pay up to 10% more for platforms that verify both buyers and sellers.
Confidence in current safeguards is low: only 9% completely trust existing verification tools – and a quarter (25%) point the finger of blame at retailers for failing to prevent anonymous bad actors.
Despite this, appetite for stronger protections is clear – 73% of consumers say they would verify themselves if it meant safer shopping.
Trevor Traina, chief business officer at Tools for Humanity, commented: “Holiday shopping shouldn’t leave you guessing ‘bot or not.’ Consumers want fairness, and that starts with knowing who, or what, is on the other side of the transaction.”
As peak season continues, the message is unmistakable: trust is broken while scam fears continue to overshadow Christmas shopping. Retailers who deliver secure, transparent shopping experiences are best placed for success in a challenging environment.
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