Topic of the Week – UK Holiday Shoppers Take More Risks Online
As the festive season approaches, UK shoppers are increasingly turning to digital tools like social media and artificial intelligence (AI) to guide their holiday purchases. According to the 2025 Norton Cyber Safety Insights Report: Holiday Shopping, this shift is particularly pronounced among millennials and Gen Z, who are embracing convenience but also exposing themselves to greater risks of online scams.
Social media has become a central part of the shopping experience, with 43% of UK consumers planning to use platforms like Instagram and TikTok for gift inspiration, up from 36% last year. Among younger demographics, the trend is even stronger, with 71% of Gen Z and 66% of millennials relying on social media to discover popular gifts. Additionally, 40% of respondents have made purchases directly through social media adverts, despite these platforms being a known hotspot for fraudulent activity. Norton’s Gen Threat Report highlights that fake online shops and misleading advertisements now account for over half of all scams detected on social media.
AI tools are also playing a growing role in holiday shopping. One in three Brits plan to use AI platforms such as ChatGPT to generate gift ideas, a significant increase from 18% the previous year. Overall, 34% of UK consumers say they will rely on AI to assist with their shopping, with usage highest among millennials at 55% and Gen Z at 50%. While many shoppers appreciate the convenience and personalised recommendations AI offers, nearly two-thirds express concern about falling victim to AI-generated scams.
The pressure of holiday shopping is also driving riskier online behaviour. More than a quarter of consumers admit to taking greater risks during the festive period, up from 18% last year. Millennials and Gen Z are particularly willing to take unconventional steps to secure sought-after gifts. These include paying up to £40 above the regular price, buying from unfamiliar sellers or websites, engaging with strangers on social media, and even purchasing counterfeit goods.
These behaviours often lead to negative outcomes. Over one-third of respondents reported landing on suspicious websites while searching for trending gifts. Nearly three in ten said they had been targeted by a holiday scam, and of those, 42% confirmed they had fallen victim. Alarmingly, half of these incidents occurred on social media platforms.
The report underscores a growing tension between digital convenience and consumer vulnerability. As AI and social platforms become embedded in shopping routines, brands and retailers must take proactive steps to protect consumers. This includes prioritising cyber safety, offering secure payment options, and educating shoppers on how to identify and avoid scams. For retailers targeting younger audiences, enhanced verification processes and transparent return policies will be key to building trust and ensuring a safe shopping experience.
eCommerce Market Stats
See some statistics relating to this week’s topics in the eCommerce market below.
Key UK Ecommerce Stats for Holiday 2025
- 43% of UK consumers use social media for gift inspiration, up from 36% last year.
- 40% have made purchases directly through social media ads.
- 33% plan to use AI tools like ChatGPT for gift ideas, nearly double the previous year.
- 64% are concerned about falling victim to AI-generated scams.
- 27% admit to taking more risks online during the holiday season, up from 18%.
- 28% have been targeted by holiday scams, and 42% of those fell victim.
That’s all for this week…
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