Shifting Tides of Holiday Shopping: Americans Navigate Bots, Scams, and the Changing Face of Cyber Monday

In the evolving landscape of American holiday shopping, significant shifts are occurring in how consumers approach traditional shopping events like Black Friday and Cyber Monday. Recent research involving 2,000 U.S. adults has revealed that 42% of Americans are planning to skip Cyber Monday this year, while 54% have similar intentions about braving in-store crowds on Black Friday. This change in shopping behavior reflects a broader sentiment among Americans that these once-hallmark shopping days have fundamentally transformed from their glory days, with 71% of respondents agreeing that Black Friday and Cyber Monday “aren’t the same as they used to be.” The rise of more frequent sales throughout the year and the growing presence of automated bots snatching up popular items have contributed to this shifting landscape, making these traditional shopping events less special and potentially more frustrating for the average consumer.

Beyond the changing nature of these specific shopping days, Americans are increasingly wary of online shopping in general. Nearly half of those surveyed (47%) cited concerns about stolen payment information, while 44% worried about quality issues with purchased items, and 39% feared falling victim to outright scams. These concerns paint a picture of consumers caught between the convenience of online shopping and legitimate fears about its risks. However, there’s also a pragmatic resignation to these realities, with 76% of respondents acknowledging that a certain amount of risk is simply part of shopping in the 21st century. Despite the challenges and despite many skipping the major shopping events, 60% of Americans still admit they’ll go to extraordinary lengths to secure the perfect holiday gifts for loved ones, revealing that while shopping methods may be changing, the determination to find meaningful presents remains strong.

The dedication to gift-giving is evident in the measures Americans take to secure their desired items. Survey respondents reported spending hours scrolling through multiple websites (39%), waiting in lengthy queues (20%), and checking an average of five different online vendors for a single item. Some shoppers shared remarkable stories of their holiday shopping determination—one drove five hours through a snowstorm and waited an additional three hours in line, while another paid double an item’s value plus premium shipping costs just to ensure on-time delivery. Perhaps most concerning was the respondent who admitted sending money to someone they weren’t certain was legitimate, highlighting the risks some are willing to take in pursuit of the perfect gift. These anecdotes illustrate how holiday shopping has become not just a transaction but sometimes a quest requiring dedication, resourcefulness, and occasionally, risk-taking.

The rise of automated shopping bots has emerged as a particularly frustrating obstacle for holiday shoppers, with 67% of Americans reporting they frequently find themselves competing against these digital adversaries for coveted products. The consequences of this uneven competition are varied—34% resort to shopping in physical stores instead, 32% search multiple sites simultaneously to improve their chances, 29% miss out on items entirely, 24% end up paying higher prices, and 20% turn to second-hand markets in desperation. There’s a palpable sense that something fundamental is being lost, with 64% of respondents feeling that bots are “stealing” the joy of holiday shopping. The problem appears to be intensifying rather than improving, with three-quarters of those surveyed believing that bots will present an even bigger problem this year than last. The longevity of this issue is striking, with 57% of respondents acknowledging that bots have been significantly impacting online shopping for at least six years.

In this environment of uncertainty, consumer confidence in distinguishing legitimate products from counterfeits online remains surprisingly low. Only 18% of Americans surveyed feel “very confident” in their ability to identify fake products when shopping online, with another 41% feeling just “somewhat confident.” This lack of certainty underscores the challenges faced by modern shoppers navigating an increasingly complex digital marketplace where the distinction between authentic retailers and sophisticated scams can be difficult to discern. The top concerns cited by online shoppers form a daunting list: stolen payment information (47%), quality issues (44%), receiving incorrect items (42%), identity theft (39%), falling victim to scams involving fake or nonexistent products (39%), and being unable to purchase desired items due to high demand (21%). These statistics illustrate a shopping environment where convenience comes with significant anxiety and risk.

Despite these challenges, Americans continue to adapt to the new realities of holiday shopping while expressing a clear desire for more transparency and security. An overwhelming 90% of respondents emphasized the importance of being able to verify that they’re purchasing from an actual human rather than a bot or potential scammer. As Trevor Traina, Chief Business Officer at World, aptly put it: “Holiday shopping shouldn’t leave you guessing ‘bot or not,’ where the Grinch wears silicon instead of fur. Consumers want fairness, and that starts with knowing who, or what, is on the other side of the transaction. Proof of human verification and a human network restores trust without invading privacy.” This sentiment captures the essence of what many Americans are seeking in their holiday shopping experience—not necessarily a return to the past, but rather a future where technological advances enhance rather than detract from the human elements of gift-giving. As shopping continues to evolve, the fundamental desire for meaningful connection through thoughtful gifts remains unchanged, even as the methods to acquire those gifts transform dramatically in our increasingly digital world.