{"id":223968,"date":"2025-11-24T06:45:52","date_gmt":"2025-11-24T14:45:52","guid":{"rendered":"https:\/\/www.mcafee.com\/blogs\/?p=223968"},"modified":"2025-12-03T08:48:18","modified_gmt":"2025-12-03T16:48:18","slug":"the-most-impersonated-brands-in-holiday-shopping-ranked","status":"publish","type":"post","link":"https:\/\/www.mcafee.com\/blogs\/security-news\/the-most-impersonated-brands-in-holiday-shopping-ranked\/","title":{"rendered":"The Most Impersonated Brands in Holiday Shopping, Ranked"},"content":{"rendered":"<p><span class=\"TextRun SCXW219730661 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun CommentStart CommentHighlightPipeClicked CommentHighlightClicked CommentImportant SCXW219730661 BCX0\">Scammers\u00a0<\/span><span class=\"NormalTextRun CommentHighlightClicked CommentImportant SCXW219730661 BCX0\">aren\u2019t<\/span><span class=\"NormalTextRun CommentHighlightClicked CommentImportant SCXW219730661 BCX0\">\u00a0worried about ending up on the naughty\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed CommentHighlightClicked CommentImportant SCXW219730661 BCX0\">list<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed CommentHighlightPipeClicked SCXW219730661 BCX0\">.\u00a0<\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">If anything, <\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">t<\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">hey\u2019re<\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">doubling down\u00a0<\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">in\u00a0<\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">2025<\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">.<\/span><span class=\"NormalTextRun SCXW219730661 BCX0\">\u00a0<\/span><\/span><span class=\"EOP SCXW219730661 BCX0\" data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>This year, <strong>scammers are impersonating major brands<\/strong> with startling accuracy, from <strong>fake delivery updates to cloned checkout pages.<\/strong><\/p>\n<p>Our McAfee Labs researchers analyzed real scam texts, emails, and URLs from October through early November, along with consumer survey data, to identify the patterns shaping this season\u2019s fraud.<\/p>\n<p>Here\u2019s what shoppers need to know, what\u2019s trending upward, and how to spot the fakes before they reach your cart.<\/p>\n<h2>What Is a Holiday Brand-Impersonation Scam?<\/h2>\n<p>A <strong>brand-impersonation scam<\/strong> is when criminals copy a real brand, like a retailer, tech company, bank, or delivery service, to make fake emails, texts, ads, or websites that look legitimate.<\/p>\n<p>Their goal is to <strong>trick shoppers into clicking, entering account details, or making a payment.<\/strong><\/p>\n<p>McAfee Labs\u2019 brand impersonation analysis shows criminals focusing on the items people shop for most \u2014 tech gifts, luxury goods, and high-demand drops.<\/p>\n<p>Fake versions of these brands typically include:<\/p>\n<ul>\n<li>Copied product photos<\/li>\n<li>Familiar layouts<\/li>\n<li>Holiday sale graphics<\/li>\n<li>Support pages designed to capture logins<\/li>\n<\/ul>\n<figure id=\"attachment_224003\" aria-describedby=\"caption-attachment-224003\" style=\"width: 472px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-224003\" src=\"https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.58.21\u202fPM-472x1024.png\" alt=\"An example of a phishing attempt this holiday season.\" width=\"472\" height=\"1024\" srcset=\"https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.58.21\u202fPM-472x1024.png 472w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.58.21\u202fPM-138x300.png 138w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.58.21\u202fPM-59x129.png 59w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.58.21\u202fPM.png 576w\" sizes=\"auto, (max-width: 472px) 100vw, 472px\" \/><figcaption id=\"caption-attachment-224003\" class=\"wp-caption-text\">An example of a phishing attempt this holiday season. THIS IS A FAKE PHISHING EMAIL!<\/figcaption><\/figure>\n<h2>Which Brands Are Being Faked the Most This Holiday Season?<\/h2>\n<h4><u>Top 5 most impersonated luxury brands<\/u><\/h4>\n<ol>\n<li>Coach<\/li>\n<li>Dior<\/li>\n<li>Ralph Lauren<\/li>\n<li>Rolex<\/li>\n<li>Gucci<\/li>\n<\/ol>\n<h5><u>Top 5 most impersonated mainstream consumer brands<\/u><\/h5>\n<ol>\n<li>Apple<\/li>\n<li>Nintendo<\/li>\n<li>Samsung<\/li>\n<li>Disney<\/li>\n<li>Steam<\/li>\n<\/ol>\n<h2>Other Key Research Takeaways US:<\/h2>\n<ul>\n<li>Email scams are exploding, up ~50% in retail and ~85% in tech as the holidays approach.<\/li>\n<li>Fake storefronts are rising, with technology URL scams up nearly 50% and consumer URL scams up ~5%.<\/li>\n<li>Trusted brands are the most impersonated, including Amazon, Microsoft, Apple, Walmart, and Costco.<\/li>\n<li>96% plan to shop online<\/li>\n<li>91% see ads from unfamiliar retailers<\/li>\n<li>37% may buy from brands they don\u2019t recognize<\/li>\n<li>AI is reshaping scams, with 46% of Americans encountering fake celebrity or influencer endorsements.<\/li>\n<\/ul>\n<h2>Other Key Research Takeaways UK:<\/h2>\n<ul>\n<li>97% plan to shop online<\/li>\n<li>86% see ads from unfamiliar retailers<\/li>\n<li>30% may buy from brands they don\u2019t recognize<\/li>\n<li>AI is reshaping scams, with 42% of Americans encountering fake celebrity or influencer endorsements.<\/li>\n<\/ul>\n<h2>How to Stay Safe While Brands Are Being Faked This Season<\/h2>\n<p>Scammers are getting better at copying the brands you trust, but avoiding the fakes gets much easier when you <strong>slow down, verify what you see, and use tools that check links and messages before you click.<\/strong><\/p>\n<p>Here\u2019s what actually helps during a season when realistic-looking scams are everywhere:<\/p>\n<h3><strong>1. Go straight to the source<\/strong><\/h3>\n<p>If you get a message about an order, refund, delivery issue, or account lockout, <strong>don\u2019t click the link.<\/strong><\/p>\n<p><strong>Go directly to the retailer\u2019s app or type the URL manually.<\/strong><\/p>\n<p>This single habit eliminates most holiday scams.<\/p>\n<figure id=\"attachment_224018\" aria-describedby=\"caption-attachment-224018\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" id=\"longdesc-return-224018\" class=\"size-full wp-image-224018\" tabindex=\"-1\" src=\"https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.47\u202fPM.png\" alt=\"This may look exactly like the Netflix login page... but it's not. This scam landing page is meant to steal your username and password.\" width=\"1000\" height=\"594\" longdesc=\"https:\/\/www.mcafee.com\/blogs?longdesc=224018&amp;referrer=223968\" srcset=\"https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.47\u202fPM.png 1000w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.47\u202fPM-300x178.png 300w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.47\u202fPM-768x456.png 768w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.47\u202fPM-205x122.png 205w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-224018\" class=\"wp-caption-text\">This may look exactly like the Netflix login page&#8230; but it&#8217;s not. This scam landing page is meant to steal your username and password.<\/figcaption><\/figure>\n<h3><strong>2. Inspect the sender, not the graphics<\/strong><\/h3>\n<p>Scammers can recreate logos, colors, and templates perfectly.<\/p>\n<p>What they can\u2019t easily mimic:<\/p>\n<ul>\n<li>A legitimate domain<\/li>\n<li>A verified phone number<\/li>\n<li>A support email that matches the company\u2019s format<\/li>\n<\/ul>\n<p>If the sender looks off, the message is off.<\/p>\n<h3><strong>3. Let security tools check the link for you<\/strong><\/h3>\n<p>McAfee\u2019s online protection adds a critical layer of holiday safety, especially when scammers imitate retailers with near-perfect accuracy.<\/p>\n<p>Key protections include:<\/p>\n<p><strong>Web Protection<\/strong><br \/>\nBlocks malicious or <a href=\"https:\/\/www.mcafee.com\/learn\/web-protection\/\">suspicious websites<\/a> before they load \u2014 including fake checkout pages, login portals, and support sites.<\/p>\n<p><strong>Scam Detector<\/strong><br \/>\n<a href=\"https:\/\/www.mcafee.com\/en-us\/scam-detector\/\">Built into all core McAfee plans.<\/a> It flags scam texts, emails, and even deepfake-style video promotions, letting you know a link or message is unsafe <em>before<\/em> you interact with it.<\/p>\n<p><strong>Password Manager<\/strong><br \/>\nCreates and stores strong, <a href=\"https:\/\/www.mcafee.com\/learn\/password-manager\/\">unique passwords<\/a> so a stolen login from one retailer doesn\u2019t unlock your whole digital life.<\/p>\n<p><strong>Identity &amp; Financial Monitoring<\/strong><br \/>\nTransaction Monitoring and <a href=\"https:\/\/www.mcafee.com\/learn\/credit-monitoring\/\">Credit Monitoring can alert you<\/a> to unusual activity \u2014 a crucial safety net when stolen logins, card numbers, or personal details circulate quickly during the holidays.<\/p>\n<p>These tools help counter the exact tactics scammers rely on: cloned websites, fake brand emails, and phishing links disguised as legitimate retailers.<\/p>\n<figure id=\"attachment_224033\" aria-describedby=\"caption-attachment-224033\" style=\"width: 772px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" id=\"longdesc-return-224033\" class=\"size-full wp-image-224033\" tabindex=\"-1\" src=\"https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.37\u202fPM.png\" alt=\"This shows a SMishing text from a fake Amazon. Companies won't text you like this.\" width=\"772\" height=\"664\" longdesc=\"https:\/\/www.mcafee.com\/blogs?longdesc=224033&amp;referrer=223968\" srcset=\"https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.37\u202fPM.png 772w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.37\u202fPM-300x258.png 300w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.37\u202fPM-768x661.png 768w, https:\/\/www.mcafee.com\/blogs\/wp-content\/uploads\/2025\/11\/Screenshot-2025-11-21-at-12.59.37\u202fPM-150x129.png 150w\" sizes=\"auto, (max-width: 772px) 100vw, 772px\" \/><figcaption id=\"caption-attachment-224033\" class=\"wp-caption-text\">This shows a SMishing text from a fake Amazon. Companies won&#8217;t text you like this.<\/figcaption><\/figure>\n<h3><strong>4. Turn on two-factor authentication everywhere you shop<\/strong><\/h3>\n<p>Even if a scammer gets your password, they can\u2019t get in without your one-time code.<\/p>\n<h3><strong>5. Treat urgency as a red flag<\/strong><\/h3>\n<p>Legitimate companies don\u2019t ask you to \u201cact in minutes,\u201d pay fees to \u201cunlock\u201d an account, or claim you must stay on the line.<\/p>\n<p><strong>Pressure is a tactic \u2014 not customer service.<\/strong><\/p>\n<h3><strong>6. Keep an eye on your accounts<\/strong><\/h3>\n<p>Check your banking and shopping accounts weekly.<\/p>\n<p>Small unauthorized charges often appear before large ones.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Scammers\u00a0aren\u2019t\u00a0worried about ending up on the naughty\u00a0list.\u00a0If anything, they\u2019re\u00a0doubling down\u00a0in\u00a02025.\u00a0\u00a0 This year, scammers are impersonating major brands with startling accuracy,&#8230;<\/p>\n","protected":false},"author":1440,"featured_media":223987,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10667,10661],"tags":[],"coauthors":[16632],"class_list":["post-223968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-security-news","category-internet-security"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - 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