Black Friday 2025 was marked by a high index of fraudulent activities in Brazilian e-commerce, totaling almost 30 thousand fraud attempts. These attempts are linked to estimated losses of R$ 30.7 million, according to the Serasa Experian Fraud Map.
During the four analyzed days, approximately 7.4 thousand daily occurrences were registered. The fear of being scammed directly impacts consumer behavior, as 86% of respondents admitted to abandoning a promotional offer due to fear of digital fraud. This data serves to map security challenges for those planning to take advantage of the 2026 Black Friday offers.
Suspicious operations showed an average value of R$ 1,034.77, which represents about 45% more than the average value of legitimate orders, indicating that fraudulent transactions involved amounts higher than normal purchases.
The time of day was also relevant in the survey: between midnight and 5 am, the participation of attempts exceeded 0.6%, reaching a peak of about 1.3%. Outside this interval, the percentage did not reach 0.6%.
The official promotion Friday concentrated the largest volume of incidents, with over 9.5 thousand attempts associated with R$ 11.2 million. Including Cyber Monday, held on December 1st, the total number of records rose to 36.3 thousand.
The study also revealed distinctions between age groups; Generations Y and Z were responsible for 71.6% of attempts with identified ages. Regarding products, shoelaces called attention due to the volume of occurrences. Because they are low-cost items, they can be used by scammers to validate a victim's payment data before proceeding with higher-value purchases. Conversely, a console model and a refrigerator were the products that concentrated the highest values associated among the items highlighted by Serasa.
The fraud problem was not limited to promotional sales days. Throughout the entire month of November 2025, nearly 180 thousand fraud attempts were detected in e-commerce, totaling R$ 161.4 million in losses.
A survey conducted by Serasa Experian in September 2026, involving 1,480 participants, details the threats that worry consumers the most. Fake websites led the mentions, cited by 53% of respondents. Next, scams related to Pix were pointed out by 42%, and fraudulent ads on social media were mentioned by 32%.
This scenario of digital threats is also reflected in general records: during the Black Friday week of 2025, there was a 99% increase in digital threats compared to the average of the previous three weeks.
Eric Dhaese, Vice President of Authentication and Fraud Prevention at Serasa Experian, emphasized that the large volume of transactions concentrated in a few days requires vigilance from both companies and consumers. He stated: 'Black Friday concentrates a very high volume of transactions in a few days, and for companies and consumers, this requires reinforced attention to security.'
To mitigate the risk of falling for scams during purchases, Serasa offers specific recommendations.



