Like it or not, Christmas carols can be heard throughout department stores and families around the world are gearing up for the most joyous time of the year – the 2017 holiday season has begun. Consumers are on the hunt for the perfect gifts for their friends and loved ones. According to eMarketer’s US Holiday Shopping Report 2017, ecommerce sales will grow by more than 16 percent in 2017 as consumers increasingly take their shopping online.
The report also estimates that holiday shopping sales this year will reach $923.15 billion. And according to the National Retail Federation, consumers will spend on average $967.13 each on holiday shopping. To get more for their money, consumers will often search the internet for deals and the best bargains, something that has become increasingly popular at this time of year thanks to the prevalence of Black Friday and Cyber Monday.
It is expected that the trend will continue this year. But as the internet and mobile become even more popular places to shop and retailers are benefiting from a global marketplace, there are also many risks associated with shopping online. With more good deals to be had, how can bargain hunters scouring the internet ensure they are getting the real deal and are not being caught out by fake goods? Fraudsters target peak shopping periods and counterfeit goods are harder to spot because they are often priced at similar levels as the genuine article.
There used to be a belief that people were deliberately buying fakes as they are cheaper, but a MarkMonitor study found that 23 percent of bargain-hunters had been duped by counterfeiters. This showed a majority of consumers were purchasing fakes by mistake. They are searching for bargains and in turn are buying counterfeit goods without knowing it.
No matter how internet or business savvy you are, there five key aspects to consider when buying online:
Price: Counterfeiters are wising up and realizing that sometimes it can be more convincing the less the item is reduced. Search around for the recommended retail price (RRP) and even if the item only has a small discount, such as 20 percent, it is worth checking other elements of the website to see if they stack up.
The site itself: Although some websites look professional at first glance, counterfeiters aren’t always so careful about the ‘About’ or ‘FAQ’ page. Check these sections and make sure you look at the delivery details and note where the company is based, does it match up with the company’s details? Also, look at the delivery options – less reputable sites won’t bother with this.
Check the web address: Impersonation of a brand’s website and what is referred to as ‘cybersquatting’ are on the rise. When doing an initial search for the brand name, check the link and look out for spelling mistakes on both the website and the URL address. If the address begins with https://, the ‘s’ tells you it’s a secure site. Some of the big brands have dedicated pages on their websites so consumers can check whether a seller is authorized.
Online marketplaces: Even if the marketplace itself is a brand you know, check reviews of the seller or try find any forum chats and speak to other retailers before placing that order.
As the ramp up to the festive season continues, consumers need to be vigilant when shopping online and ensure they follow a few fundamentals to keep clear of falling prey to counterfeiters. In turn, brands need to do all they can to protect their customers during this busy, high-risk time.