Young UK shoppers risk scams for festive gifts via AI & social

Research by Norton has found that significant numbers of young UK shoppers are taking risks in search of desirable holiday gifts, with many relying on AI and social media despite concerns over scams.

Digital habits

The 2025 Norton Cyber Safety Insights Report: Holiday Shopping indicates that 66% of UK millennials and 63% of Generation Z are willing to take unusual and sometimes risky steps to purchase high-demand gifts. The study highlights how consumers are increasingly incorporating AI chatbots and social media platforms into their shopping routines, both for inspiration and for purchases.

According to the report, 43% of UK shoppers plan to use social media as a source of gift ideas this season, a substantial rise from 36% in the previous year. This approach is particularly prominent among Gen Z, with 71% using social channels for guidance, followed by 66% of millennials. Purchasing directly from social media is also becoming common, with four in ten (40%) respondents stating they have bought gifts via social media advertisements.

Though these platforms provide convenience, the report draws attention to their susceptibility to scams. Research from Gen Threat Labs states that fake online shops and advertisements now constitute over half of all scams detected on social media in the UK.

AI enters the scene

Artificial intelligence is also playing a greater role, with one in three (33%) British shoppers intending to use AI tools such as ChatGPT to generate gift ideas-almost double last year's figure of 18%. Millennials (55%) and Gen Z (50%) are leading this trend. Overall, 34% of UK consumers anticipate using AI assistance for holiday shopping, yet 64% admit to concerns about being targeted by AI-generated shopping scams.

Despite these concerns, nearly half (45%) of those who use AI report that its recommendations improve 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. 

Shortcuts and risks

The urgency associated with holiday shopping was found to contribute to lapses in caution. The report shows 27% of UK shoppers take more risks shopping online during the festive season than at other times, an increase from 18% last year. Among younger demographics, two-thirds of millennials and Gen Z are most prone to such behaviour.

The study identifies the forms that risky shortcuts can take: 18% would pay GBP £40 more than a typical price, 11% would buy from previously unknown sellers or websites, 9% would take a chance on a stranger via social media, and 8% would knowingly settle for a counterfeit item. These shortcuts appear to have real consequences. Over one third (38%) have ended up on websites they considered dubious while attempting to secure a trending gift.

Holiday scams have impacted many, with 28% of British shoppers reporting they have been targeted, and 42% of these admitting to falling victim. Half of those affected said the scam occurred on social media.

"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. 

Trends highlighted

The report outlines that while technology is transforming online shopping, it is also providing more opportunities for scammers. The expanding use of AI tools, social media influence, and quick deal culture are all contributing factors, and the results suggest an increasing need for vigilance among consumers.

The 2025 Norton Cyber Safety Insights Report: Holiday Shopping survey was conducted online among 1,000 UK adults aged 18 and over between July and August, with the sample weighted to ensure representation across age, gender, and region.

Gen Threat Labs compiles data on emerging digital threats and scams, providing insights underpinning the security solutions referenced in the report.