New Microsoft Research: How to avoid scams and beat the fraudsters this festive shopping season

With festive spending about to peak, new research from Microsoft reveals the scale of digital scams affecting people in Northern Ireland - and the simple steps that can help turn anxious shoppers into confident, scam-savvy citizens. 

The runup to Christmas should be filled with bargains, gatherings, and excitement as parcels arrive. Instead, many people across Northern Ireland are spending it worrying about unexpected messages from fake “couriers,” spoofed “banks,” and even impersonated friends and family. 

New Microsoft research shows that almost 2 in 5 people in Northern Ireland (39%) have been affected by a digital scam in the past year (40% in UK), either directly or through someone they know. And 78% say scams are becoming more frequent, slightly above the UK’s national average (76%).  

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TV personality Amy Hart, who previously lost £5,000 in a phone scam when fraudsters pretended to be calling from her bank, wants to help others avoid making the same mistake.  “Digital scams are becoming so sophisticated that anyone can be caught out,” she says - encouraging people to pause, question, and report anything that feels suspicious. 

AI raising the stakes 

Criminal groups are increasingly turning to artificial intelligence (AI) to sharpen and scale their scam operations. 

In Northern Ireland: 

• 80% of people agree AI is making scams harder to spot.  

• 71% worry they could fall for a scam that sounds exactly like someone they trust, such as a friend, family member, or colleague.  

David Keddy, Microsoft Ireland’s National Security Officer is encouraging shoppers to be cautious and considered when shopping online.  

“We’re seeing criminals adopt AI to personalise scams at remarkable speed, and that shifts the risk for everyone in Northern Ireland. Even confident digital users can be caught off guard. The most important thing people can do is pause - take a moment to check where a message has come from and use links or numbers you already trust. That small habit can make the biggest difference in stopping these scams before they spread,” 

Where Northern Ireland Stands in the UK’s Scams Landscape 

Across the research, Northern Ireland broadly mirrors the UK picture, but with some notable differences. At a time when financial pressure is known to heighten scam risk, 51% of UK consumers surveyed say their finances are in poorer shape than last Christmas – rising to 54% in Northern Ireland. Awareness of how to report suspicious activity is marginally better in Northern Ireland, with 57% saying they don’t know where to report scams compared to 53% UK-wide, though the gap still highlights a major need for clearer guidance. And when it comes to AI-driven threats, Northern Ireland’s perceptions are identical to the national trend, with 80% in NI and 80% across the UK agreeing that AI is making scams harder to spot, underscoring that this is a UK-wide challenge rather than a regional anomaly. 

‘Stop! Think Fraud’  

The findings come as the UK Government rolls out its latest ‘Stop! Think Fraud’ campaign, led by the Home Office with support from the National Cyber Security Centre (NCSC), City of London Police, and the National Crime Agency. 

The campaign provides a single, trusted hub where people can learn about the most common fraud tactics and quickly report suspicious activity - replacing the confusion of having to navigate multiple reporting routes. 

Jonathon Ellison, Director for National Resilience at the NCSC, says the festive period creates a perfect storm: “Cyber criminals seek to exploit this surge in spending,” he warns - often leaning on trusted brands or the rush to secure popular items. 

The scams Northern Ireland sees most often 

Microsoft’s research highlights the types of scams that consistently affect people across the UK - and which tend to spike over the Christmas period: 

• Delivery scams using fake “missed parcel” or tracking messages 

• Banking scams claiming an account is locked or a payment needs urgent approval 

• Prize scams offering competition wins that never existed 

• Subscription scams pretending security software or streaming accounts are expiring 

• Government impersonation scams, mimicking HMRC, DVLA or similar bodies 

Don’t panic - pause 

Across all scam types, criminals use pressure as their primary tactic. Countdown timers, urgent warnings, and threats of account freezes are designed to push people into quick decisions. 

Microsoft’s number one rule is simple: if something makes you panic, pause. 

THINK BEFORE YOU CLICK 

• Check the source independently using official websites, apps or phone numbers you already trust 

• Look closely at the small details - slightly wrong spellings or mismatched web addresses 

• Remember: legitimate organisations will never ask for full bank details, passcodes, or remote access over email, text, or unsolicited calls 

From concern to action 

The survey shows that approximately half of people in Northern Ireland (57%) don’t know how or where to report a scam, meaning vital warnings never reach those who can act on them.  

Reporting routes matter - and every alert helps protect someone else. 

Here’s how to report scams safely: 

REPORT IT! 

• Forward suspicious emails to the NCSC’s Suspicious Email Reporting Service: report@phishing.gov.uk 

• Send scam texts to 7726 (free of charge) 

• Log attempted fraud via the Stop! Think Fraud website 

• Use Microsoft security tools such as phishing and malware reporting options in Outlook 

IMPROVE YOUR SECURITY 

Small actions can dramatically reduce risk: 

• Turn on two factor authentication 

• Keep recovery phone numbers and backup email addresses up to date 

• Review which devices and apps have access to your accounts 

• Use strong, unique passwords, or a password manager 

• Keep software updated 

Taking these simple steps helps prevent a single mistake from escalating into a full account takeover. 

 READ MORE: Danske Bank Revises Up 2025 Economic Growth Forecast for Northern Ireland but Expects Growth to Weaken in 2026 as Headwinds Persist

Shared responsibility 

Protecting people from online scams is a shared responsibility - between technology companies, government bodies, and individuals. 

David Keddy emphasises that while technology plays a huge role in defence, the most powerful safeguard is human behaviour: 

Taking a breath, trusting your instincts, and reporting anything that doesn’t feel right. 

As festive shopping ramps up, the message is clear: 

• trust your instincts 

• take a moment before you click 

• if something feels wrong, tell someone

When shoppers, government and technology partners act together, scammers face a much tougher challenge. 

*The research was commissioned by Microsoft and conducted by Censuswide with a sample of 5,000 UK and Northern Ireland Consumers in November 2025.