Social media & AI drive riskier holiday shopping in the UK

New research from Norton has revealed that increased reliance on social media and artificial intelligence (AI) during the holiday shopping period is exposing UK consumers, particularly millennials and Gen Z, to a heightened risk of scams.

The 2025 Norton Cyber Safety Insights Report: Holiday Shopping highlights that two-thirds of UK millennials (66%) and Gen Z (63%) admit they are taking unusual, and often risky, steps to secure popular gifts this year.

Social media and AI shape shopping

The report notes that social media and AI tools are now core parts of holiday shopping routines in the UK. Nearly half (43%) of surveyed Brits plan to use social media for gift inspiration this festive season, an increase from 36% the previous year. The trend is particularly pronounced among Gen Z (71%) and millennials (66%).

Direct purchasing through social platforms is also on the rise, with 40% of respondents confirming they have made a holiday purchase via a social media advertisement. However, these platforms are a well-known breeding ground for scams. The Gen Threat Report referenced by Norton indicates that fake online shops and ads constitute over half of all scams detected on social media.

AI is also becoming central to shoppers' routines, with one in three (33%) Brits planning to use AI tools like ChatGPT to generate gift ideas, a notable increase from 18% the previous year. A total of 34% of UK consumers said they would rely on AI to assist their shopping during the holidays, and the figure is significantly higher among millennials (55%) and Gen Z (50%).

Despite the enthusiasm, the risks are well understood by many shoppers. Almost two-thirds (64%) reported being concerned about falling victim to an AI-generated shopping scam. Still, nearly half (45%) acknowledged that recommendations from AI tools have enhanced their shopping experience.

"From AI tools to social media ad clicks, people are leaning into convenience. But scammers are leaning in too, just like hiding a spare key under the doormat, the habits people underestimate are the very ones that make them most vulnerable," said Leyla Bilge, Director of Scam Research at Norton.

Increased risk-taking over festive periods

The urgency associated with holiday shopping appears to be causing many consumers to take extra risks online. More than a quarter (27%) of those surveyed admitted to riskier online behaviour during the holiday season, up from 18% in the previous year.

Younger shoppers are more likely than their older counterparts to take unconventional measures: two in three millennials (66%) and Gen Z (63%) said they are willing to accept risks to purchase sought-after gifts. These risks include paying as much as GBP £40 above the regular price (18%), buying from unfamiliar sellers or websites (11%), dealing with strangers on social media (9%), and even settling for counterfeit goods (8%).

This behaviour often leads to problematic outcomes. Over one-third (38%) reported landing on suspicious websites while trying to secure trending gifts. Nearly three in ten (28%) said they have been targeted by a holiday scam, and of those, 42% reported falling victim. Half of these incidents (50%) occurred on social media platforms.

"Scammers thrive on pressure, distraction, and emotional decision-making, and the holiday season delivers all three in spades. Scammers aren't waiting for you to slip up. They're counting on you to be busy, stressed, and in a rush. And the moment you let your guard down, they're ready. Nowadays with the sophistication of scams, even if your guard is up, they're ready," Bilge added. 

Changing shopping habits

The report suggests that while technology is making shopping easier and more accessible for consumers, it is simultaneously increasing the range of methods available to scammers. Rapid deal-sharing cultures and social recommendations, combined with the pace of AI-generated content and digital marketing, are expanding the spaces in which holiday shoppers need to exercise caution.

The findings are based on a survey conducted online in the UK with a representative sample of 1,000 adults aged 18 and older, weighted for age, gender, and region.