Protecting Your Brand During Black Friday: Combatting the Counterfeit Surge

Black Friday, one of the biggest shopping events of the year, is a time when consumers eagerly hunt for deals and discounts. However, it’s also a prime opportunity for counterfeiters to exploit heightened demand and increased online shopping. For brands, this surge in counterfeit activity can result in significant financial losses, reputational damage, and even risks to consumer safety. 

In this blog, we’ll explore the scope of the counterfeiting problem during Black Friday, provide key data to illustrate its impact, and discuss how implementing a robust brand protection strategy can safeguard your business and your customers. 

The Scale of the Counterfeit Problem 

Counterfeiting is a global issue that peaks during major shopping events like Black Friday. Fraudsters take advantage of increased consumer activity, overwhelming volumes of online transactions, and shoppers’ eagerness to secure deals. The numbers speak for themselves: 

• UK consumers lost £11.5 billion¹ to online scams during Black Friday last year. This includes counterfeit products, fake websites, and phishing scams targeting unsuspecting shoppers  

• Online vulnerabilities: Over 92% of purchase scams occur online², with fake websites and phishing schemes surging by 30% during holiday sales periods. 

• Health and safety risks: Counterfeit goods, particularly electronics and cosmetics, can pose serious risks to consumer safety, including fire hazards and toxic ingredients. 

These figures highlight the urgent need for brands to take a proactive approach to combat counterfeiting and protect their customers during this high-risk period. 

Why Counterfeiting Surges During Black Friday 

Black Friday creates a perfect storm for counterfeiters. With consumers focused on grabbing bargains, fraudsters capitalize on their urgency by mimicking trusted websites, infiltrating marketplaces, and offering deals that seem too good to be true. Industries most affected include: 

• Fashion and luxury goods: Counterfeit clothing and accessories are common targets, often with near-identical packaging to legitimate products. 

• Electronics: Fake gadgets and accessories are often sold at steep discounts, leading to safety and performance issues. 

• Health and beauty products: Counterfeit cosmetics and personal care items, often containing harmful substances, remain a significant problem. 
  

How a brand protection strategy can help 

Implementing a robust brand protection strategy can help mitigate these risks, especially during high-threat periods like Black Friday. Here’s how brands can stay one step ahead of counterfeiters: 

1. Authentication Technologies: 

Solutions like QR codes, digital stamps, and secure packaging markers allow brands and consumers to verify product authenticity.  

2. Real-Time Counterfeit Alerts: 

During Black Friday, speed is essential. Real-time notifications alerts brands to suspicious activity, enabling swift action to prevent damage. 

3. Consumer Awareness: 

Educating customers about how to identify counterfeit products empowers them to make informed decisions. Visible security features and brand-provided verification tools can build trust and deter counterfeit purchases. 

4. Supply Chain Collaboration: 

A strong brand protection strategy includes working closely with suppliers, distributors, and retailers to identify vulnerabilities and enforce anti-counterfeiting measures. 

De La Rue’s  Traceology™ technology is one example of how brands can track and authenticate products in real time. Find out more HERE 

The Benefits of Investing in Brand Protection 

A comprehensive brand protection strategy doesn’t just safeguard revenue, it also builds consumer loyalty and trust. Customers are more likely to return to brands that prioritize their safety and deliver genuine products. Additionally, effective protection reduces the risk of legal and regulatory issues, helping brands maintain their reputation and competitive edge. 

Take Action This Black Friday 

As counterfeit threats rise during Black Friday, brands must act decisively to protect their products and their customers. Whether you’re a global enterprise or a growing business, now is the time to implement a brand protection strategy that ensures your reputation remains intact during this critical shopping period. 

📢 Book a meeting with De La Rue’s team today to discuss how we can help protect your brand and your customers during Black Friday and beyond: 

References: 

1. £11.5 Million Lost to UK Online Shopping Fraud Last Christmas (techrepublic.com)  
2. Christmas shoppers urged to stay alert as scams spike in festive season - Mirror Online