How to protect yourself from holiday scams in 2025

Every year, articles pop up about holiday scams. And for many people, those warnings barely register. It's easy to assume, "That won't happen to me," or to picture a very specific kind of person being targeted—someone older, less tech‑savvy, or overly trusting.

But the reality investigators see each holiday season tells a different story.

Smart, busy, financially aware adults fall for scams all the time. Not because they're careless—but because scammers are extremely good at exploiting the chaos, stress, and emotion that define the holiday season. When you're juggling travel plans, package deliveries, last‑minute gifts, and year-end responsibilities, even a small moment of distraction can be enough for a scam to work.

This guide breaks down what private investigators see behind the scenes, the types of people scammers target most often, and simple steps you can take to protect yourself and your family this holiday season.

Why holiday scams work

Holiday scams aren't successful because people don't understand technology or because they're not paying attention. They work because scammers time their attacks to fit into your day when your guard is naturally down.

Scammers target moments, not people

Many victims were already expecting a package, a refund, or a verification code—so a fake message blends right in. Others are rushing to finish errands, wrap gifts, or get through a busy workday. Distraction creates the perfect opening.

Scammers often strike when:

• you're already waiting for updates
• you're rushing or multitasking
• a message fits into your current routine

Emotion drives quick decisions

Scammers lean into urgency ("your package cannot be delivered"), scarcity ("low stock" holiday items), generosity (fake charities), or fear ("your account has been locked"). These emotional cues push people to respond fast—often without pausing to evaluate what's in front of them.

Technology makes scams look real, but it's the timing that tricks people

While AI-generated emails, logos, or texts are becoming more convincing, technology is only part of the problem. Scams work because the message aligns with something already happening in your life. When the context feels right, even sophisticated adults can mistake a fraudulent message for a legitimate one.

Who is actually most at risk

Scammers don't look for "easy" victims. They look for predictable behavior patterns that almost everyone experiences during the holiday season.

People are most vulnerable when:

• They're busy parents or working professionals — Life becomes a blur of school events, work deadlines, gift-buying, and travel planning. Quick-click decisions become more common.
• They're tech-savvy and move fast through notifications — Confidence leads to speed, and speed leads to mistakes. Many victims are highly comfortable online.
• They're overwhelmed or tired — Stress and fatigue naturally lower your internal fraud radar, making scams easier to miss.
• They're expecting multiple packages or confirmations — With so many legitimate alerts coming in, a fake one blends seamlessly into the noise.
• They're older adults — Not because they're gullible, but because isolation, fewer gut-check opportunities, and unfamiliar digital processes create vulnerabilities.

In reality, anyone can fall for a holiday scam when the timing, message, and emotional context intersect in just the right way. Scammers rely on these windows—not on someone being careless.

Common scams investigators see in December

The FTC publishes helpful guidance each year—but investigators often see subtler patterns beneath the surface. These are the scams that show up most consistently in real cases:

• Fake delivery texts and missed-package notices — These look legitimate because they mimic the dozens of real alerts people receive. Delivery companies rarely text links that require immediate action or personal information.
  
  
• Marketplace scams — Scammers use stolen photos, fake profiles, or high-demand items to convince buyers to send money before receiving anything. If the price seems too good or the seller pushes for payment outside the platform, it's likely fraudulent.
  
  
• Bogus charities — Scammers create fake organizations or use names that sound nearly identical to real local nonprofits, making fraudulent donation requests difficult to spot.
  
  
• Phishing messages from banks or retailers — With year-end spending at its peak, people expect account alerts, refunds, or fraud notifications, making these messages more believable.
  
  
• Travel deals and rental scams — Holiday travel is expensive, and scammers capitalize on the pressure to save money or secure last-minute reservations.
  
  

Even though these schemes vary in style, they all rely on the same tactic: blending into the noise of the season so they feel like just another routine message. Recognizing these patterns makes it easier to spot a scam before it gains momentum.

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How to protect yourself this season

These steps blend standard consumer advice with what investigators see repeatedly in real cases. Small habits make the biggest difference:

• Pause before you respond — Most scam clicks happen within three seconds. A brief pause interrupts that automatic reaction and gives your brain time to assess what you're seeing.
  
  
• Verify through a second channel — Don't click the link in a text or email, even if it looks legitimate. Instead, open the retailer or bank's official app, or type the website directly into your browser.
  
  
• Treat urgency as a warning sign — If a message demands immediate action, assume it's suspicious until proven otherwise. Scammers rely on pressure; legitimate organizations don't.
  
  
• Build delays into financial decisions — Whether you're donating to a charity, paying a seller, or responding to a refund request, taking a moment to slow down protects your money and gives you time to spot red flags.
  
  
• Talk it out with someone you trust — A quick gut-check with a friend or family member can break the spell of a convincing scam. Isolation is a major risk factor; connection is a powerful safety tool.
  
  
• Limit the personal information you share online — Scammers often pull from social media to craft believable messages that mimic your daily life, travel plans, or shopping habits.
  
  

These small shifts can dramatically lower your risk without adding stress to your holiday season.

Stay safe without staying fearful

Scams don't succeed because people are careless—they succeed because scammers know how to step into the moments when people are stretched thin, stressed, or simply trying to get through their holiday to‑dos. That's why staying informed matters far more than staying hypervigilant.

Awareness—not anxiety—is what truly protects you. And as technology becomes more sophisticated, especially with AI making messages, voices, and alerts look increasingly convincing, it's understandable that these scams are getting harder to spot. Even the most discerning people can be caught off guard when a message seems to match what's already happening in their lives.

The good news? A few steady habits can make a meaningful difference. Small pauses, second checks, and open conversations can help you move through the season with confidence, rather than worry.

If you believe you've been targeted or need help verifying a situation, reach out to our team at Davis & Forest. We provide discreet, credible investigative support so you can move through the holiday season with more ease, clarity, and peace of mind.