Fake Emails Push Shoppers Away From Brands
A DigiCert consumer study finds most shoppers have received suspicious emails and many now avoid acting on offers they cannot verify.
Updated on Nov. 9, 2026 in Organic Food
Live Poll
Do you trust retailer emails enough to open them during holiday shopping?
Nearly 90% of consumers received a suspicious email in the past year, and 43% deleted or abandoned an email because they were unsure it was genuine, according to a new DigiCert study. Shoppers said the uncertainty led them to delay purchases or switch to other retailers.
Why it matters
The findings suggest that email scams are reshaping buying behavior, not just exposing individuals to fraud. For brands, lost trust in legitimate offers can translate directly into delayed or lost sales during high-volume shopping periods.
The survey covered 6,000 consumers aged 18 and over in the United States, United Kingdom, Germany, Australia, and New Zealand. Among suspicious-email recipients, 63% in the UK saw messages claiming to come from a delivery company, and 38% of shoppers said they rely on spelling and grammar to judge whether an email is a scam.
The players
DigiCert
DigiCert is a digital trust and certificate company that sponsored the study and offers Mark Certificates that display verified brand logos in email inboxes.
Valimail
Valimail is an email authentication company that works with retailers on DMARC enforcement to help block spoofed messages.
The details
DigiCert, working with Vitreous World, found that 42% of consumers acted on a suspicious email in the past year, and 59% of shoppers aged 25 to 34 clicked, paid, or shared before realizing a message was fraudulent. Four in 10 consumers did not know verified inbox logos existed, a gap the company says DMARC enforcement and its Mark Certificates are designed to close.
Timeline
Black Friday 2026 is a high-risk period when fake delivery emails are especially convincing.
Nov. 09, 2026: DigiCert released the consumer study findings.
October 2026: Vitreous World conducted the survey.
2025: Prior-year study used as the baseline for brand-choice comparison.
Market Landscape
Verified inbox logos, which rely on Mark Certificates tied to DMARC enforcement, are emerging as a trust signal as spoofed messages grow more convincing. The rise in consumers preferring verified brands suggests the trust gap is becoming a competitive factor.
Shoppers should treat unexpected delivery or offer emails with caution, especially during the holidays. Checking the sender directly through the retailer's official website before clicking can prevent costly mistakes.
The takeaway
Trust in a brand's email now depends on verifiable signals, not just familiar design. Consumers who confirm a message through an official channel before acting are far less likely to fall for fraud.
Further reading
For more on everyday consumer habits, explore Organic Food coverage.
Source note: This article includes information reported by The Manila times.
Live Poll
Do you trust retailer emails enough to open them during holiday shopping?
