How to avoid scams and beat the fraudsters this festive shopping season

With festive spending about to peak, new research from Microsoft reveals the scale of digital scams affecting people in Northern Ireland – and the simple steps that can help turn anxious shoppers into confident, scam-savvy citizens.

The run-up to Christmas should be filled with bargains, gatherings, and excitement as parcels arrive. Instead, many people across Northern Ireland are spending it worrying about unexpected messages from fake “couriers,” spoofed “banks,” and even impersonated friends and family.

New Microsoft research shows that almost 2 in 5 people in Northern Ireland (39%) have been affected by a digital scam in the past year (40% in UK), either directly or through someone they know. And 78% say scams are becoming more frequent, slightly above the UK’s national average (76%).

The image shows a person seated in a corner with wooden paneling on the walls. The individual is wearing a white blazer over a pink top and has long, wavy blonde hair. A green necklace is visible around their neck. Their right arm is bent, with the hand resting near the side of their head. Behind them, there is a framed painting with a dark background, depicting a scene with chairs and a table. The seating area appears to be upholstered in green material. — TV personality Amy Hart, who previously lost £5,000 in a phone scam when fraudsters pretended to be calling from her bank, wants to help others avoid making the same mistake.

“Digital scams are becoming so sophisticated that anyone can be caught out,” says Amy Hart – encouraging people to pause, question, and report anything that feels suspicious.

AI raising the stakes

Criminal groups are increasingly turning to artificial intelligence (AI) to sharpen and scale their scam operations.

In Northern Ireland:

80% of people agree AI is making scams harder to spot.

71% worry they could fall for a scam that sounds exactly like someone they trust, such as a friend, family member, or colleague.

David Keddy, Microsoft Ireland’s National Security Officer is encouraging shoppers to be cautious and considered when shopping online.

The image shows a person wearing a black suit jacket over a light blue collared shirt. The background is blurred, featuring a setting with large windows and wooden furniture, suggesting an indoor environment with natural light coming through. The person's hair is light-colored and neatly styled. — David Keddy, Microsoft Ireland National Security Officer

“We’re seeing criminals adopt AI to personalise scams at remarkable speed, and that shifts the risk for everyone in Northern Ireland. Even confident digital users can be caught off guard. The most important thing people can do is pause – take a moment to check where a message has come from and use links or numbers you already trust. That small habit can make the biggest difference in stopping these scams before they spread,” David Keddy, National Security Officer, Microsoft Ireland

Where Northern Ireland Stands in the UK’s Scams Landscape

Across the research, Northern Ireland broadly mirrors the UK picture, but with some notable differences. At a time when financial pressure is known to heighten scam risk, 51% of UK consumers surveyed say their finances are in poorer shape than last Christmas – rising to 54% in Northern Ireland. Awareness of how to report suspicious activity is marginally better in Northern Ireland, with 57% saying they don’t know where to report scams compared to 53% UK-wide, though the gap still highlights a major need for clearer guidance. And when it comes to AI-driven threats, Northern Ireland’s perceptions are identical to the national trend, with 80% in NI and 80% across the UK agreeing that AI is making scams harder to spot, underscoring that this is a UK-wide challenge rather than a regional anomaly.

‘Stop! Think Fraud’

The findings come as the UK Government rolls out its latest ‘Stop! Think Fraud’ campaign, led by the Home Office with support from the National Cyber Security Centre (NCSC), City of London Police, and the National Crime Agency.

The campaign provides a single, trusted hub where people can learn about the most common fraud tactics and quickly report suspicious activity – replacing the confusion of having to navigate multiple reporting routes.

Jonathon Ellison, Director for National Resilience at the NCSC, says the festive period creates a perfect storm: “Cyber criminals seek to exploit this surge in spending,” he warns – often leaning on trusted brands or the rush to secure popular items.

The scams Northern Ireland sees most often

Microsoft’s research highlights the types of scams that consistently affect people across the UK – and which tend to spike over the Christmas period:

Delivery scams using fake “missed parcel” or tracking messages

Banking scams claiming an account is locked or a payment needs urgent approval

Prize scams offering competition wins that never existed

Subscription scams pretending security software or streaming accounts are expiring

Government impersonation scams, mimicking HMRC, DVLA or similar bodies

Don’t panic – pause

Across all scam types, criminals use pressure as their primary tactic. Countdown timers, urgent warnings, and threats of account freezes are designed to push people into quick decisions.

The image depicts a lively urban street scene at night. The street is lined with buildings featuring illuminated storefronts and windows. On the left side, there are red banners hanging from one building, while the right side showcases a large decorative structure resembling a Christmas tree made of lights. The ground is wet, reflecting the lights from the buildings and streetlamps, suggesting recent rain. Several people are walking along the street, some in groups and others alone, dressed in winter clothing. Trees without leaves are visible, adding to the winter atmosphere. The street is bustling with activity, and the overall ambiance is festive and illuminated.

Microsoft’s number one rule is simple: if something makes you panic, pause.

THINK BEFORE YOU CLICK

Check the source independently using official websites, apps or phone numbers you already trust

Look closely at the small details – slightly wrong spellings or mismatched web addresses

Remember: legitimate organisations will never ask for full bank details, passcodes, or remote access over email, text, or unsolicited calls

From concern to action

The survey shows that approximately half of people in Northern Ireland (57%) don’t know how or where to report a scam, meaning vital warnings never reach those who can act on them.

Reporting routes matter – and every alert helps protect someone else.

Here’s how to report scams safely

REPORT IT!

Forward suspicious emails to the NCSC’s Suspicious Email Reporting Service: [email protected]

Send scam texts to 7726 (free of charge)

Log attempted fraud via the Stop! Think Fraud website

Use Microsoft security tools such as phishing and malware reporting options in Outlook

IMPROVE YOUR SECURITY

Small actions can dramatically reduce risk:

Turn on two factor authentication

Keep recovery phone numbers and backup email addresses up to date

Review which devices and apps have access to your accounts

Use strong, unique passwords, or a password manager

Keep software updated

Taking these simple steps helps prevent a single mistake from escalating into a full account takeover.

Shared responsibility

Protecting people from online scams is a shared responsibility – between technology companies, government bodies, and individuals.

David Keddy emphasises that while technology plays a huge role in defence, the most powerful safeguard is human behaviour:

As festive shopping ramps up, the message is clear:

trust your instincts

take a moment before you click

if something feels wrong, tell someone

When shoppers, government and technology partners act together, scammers face a much tougher challenge.

*The research was commissioned by Microsoft and conducted by Censuswide with a sample of 5,000 UK and Northern Ireland Consumers in November 2025.*

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