A recent global Kaspersky survey highlights that Gen Z finds sales offers through creators and social media (48%), while Boomers prefer search engines (38%) and brand websites (39%). The survey shows how far apart the generations have drifted – and why scammers now follow both paths, from deepfake sellers on TikTok to phishing emails targeting the third of older shoppers who still buy from their inbox.

With the 2026 holiday sales season fast approaching, Kaspersky surveyed* 7,200 online shoppers worldwide, to reveal how different age groups decide what to buy online and where they discover the best deals. The study found that different generations receive information about discounts in different ways: Gen Z prefers social media and online advertising, while Boomers check brand’s websites and trust search engines results. Kaspersky analysed online shopping trends and shares tips on how to stay secure while looking for the best offers.

Across all age groups globally, the most common ways to discover promotions included via brand websites and apps (42% of respondents), social media and content creators (41%), online advertising (36%), advertising on marketplaces (35%), and search engines (32%). Globally, 29% find out about special offers via recommendations from friends, family or colleagues and another 17% - via recommendations from AI.

Ads from influencers, AI-driven offers – and the scams that travel with them

Gen Z and Millennials globally rely most on suggestions from social media and content creators, 48% of Gen Z and 45% of Millennials cite this channel vs 41% of all respondents. Among Gen Z, official brand websites (41%) and online advertising (41%) follow, while 19% of Gen Z say they are swayed by AI recommendations and 20% by brand communication in messaging apps.

Because shopping for younger audiences is now embedded in entertainment – reels scrolling, Telegram-channel reading, even chatting with AI – the risk arrives through the same feed as the discount. In various schemes that became widespread in 2026, scammers exploit AI and deepfakes on TikTok and Instagram to sell non-existent goods: generated characters advertise "hand-made" items or miraculous medical items and push users to pay directly, while the buyer either receives a factory product available far cheaper elsewhere or simply loses their money. 

Another problem results from AI-generated product pictures and descriptions, so the delivered item may differ significantly from what was expected. TikTok shop monitors misleading or inaccurate AI-generated advertising, however users should always question the credibility of the offers they receive. 

While looking for the best offers on social networks, Kaspersky recommends that consumers stay mindful and pay attention to the following practices: 

  • Check the seller’s account. If an account was created recently or if its name has been changed multiple times, those may be red flags. Explore the comments. If they are turned off or consist only of bot-like phrases, proceed with caution.
  • Pay attention to the classic signs of AI content, for example, hair that blends into clothing or objects that seem to float or merge into one another. AI generation does not always mean that the product is fake, but you should stay on your guard. Platforms including TikTok and Instagram are now requiring to label AI-generated content, so an unlabeled post that looks synthetic is itself a warning sign.
  • Always use the platform’s built-in checkout system (like Instagram Checkout or Facebook Pay) or a trusted third-party processor like PayPal. These offer you protection that direct transfers do not. Add an additional layer of security to your online transactions with Kaspersky Premium Online Payment Protection. 

Search engine is not as safe as you might think 

Research shows that globally, Baby Boomers (61+ years old) remain more traditional in their digital journey, with 38% favouring search engine results and 39% navigating directly to online store websites. Notably, this demographic displays the highest level of sales indifference: 11% report no interest in searching for special offers – the highest figure across all age groups.

While promotional emails still resonate with roughly 30% of Millennials, Gen X and Boomers, Gen Z is moving away from the inbox, with engagement dropping to 26%. Despite these shifts, some habits remain universal: approximately 30% of consumers across all generations continue to rely on recommendations from family, friends and colleagues.

Traditional advertising, TV, radio, print, outdoor, now draws only moderate interest (21% and 17% respectively), roughly on par with AI-driven shopping tools (17%). Yet emails, retail websites and marketplaces remain prime targets for cybercriminals precisely because they feel familiar. To ensure a secure shopping experience on these channels, users should adopt the following digital hygiene practices: 
  • Be wary of “flash sales” that sound too good to be true, steer clear of sites that pressure visitors to decide instantly or sellers who refuse returns or exchanges.
  • Always inspect URLs for subtle misspellings or unusual characters. If you arrive at a site via an email or messenger link, be extra cautious. It’s highly recommended to use a security solution with a strong anti-phishing component like Kaspersky Premium to avoid encountering fake sites or phishing web pages even in emails and notifications. In 2025, Kaspersky Premium received the "Approved" certification in Fake Shops Detection test by the leading testing lab AV-Comparatives.
  • Use a dedicated debit or online card for online purchases and enable transaction alerts on all bank and credit‑card accounts. Store your card details and authentication data securely in a dedicated encrypted wallet such as Kaspersky Password Manager, which keeps your credentials and important documents secure and available across all devices where application is installed.

“We see digital trends reshaping online purchasing across every age group. Traditional promotion channels have long been replaced by Internet offers, and now social networks and AI are overtaking search results and brand websites. Younger generations view shopping as an entertainment, while older generations approach it as a task, searching specifically for what they need. Unfortunately, regardless of the shopping strategy, none of the groups is immune to cyber threats. They can be hidden in a sophisticated AI scam or in a phishing email. Kaspersky is committed to delivering multidimensional protection against a wide range of scam scenarios, regardless of the way people look for the best deals and aims to provide secure online shopping for every customer,” comments Marina Titova, Vice President for Consumer Business at Kaspersky.

*The study was conducted by Kaspersky’s internal research center in August 2026. 7200 respondents from 18 countries (Brazil, China, Colombia, Egypt, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Russia, Saudi Arabia, Spain, South Africa, Thailand, Turkiye, Vietnam) took part in the survey