Scams to Watch Out for While Running Your Small Business Valentine's Day Promotions

Valentine's Day is one of the biggest shopping days of the year, making it a golden opportunity for small businesses to boost sales and attract new customers. Whether you're offering services, selling handmade gifts, or running a special promotion, this is the perfect time to stand out and grow your business.

While you're focused on making the most of your day, scammers are doing the same—albeit with a different objective. They are aware that people are spending more money, which creates more opportunities for fraud. From fake orders and chargeback scams to counterfeit versions of popular products, criminals are always seeking ways to exploit businesses, whether they are large or small.

It doesn't matter if you run a local flower shop, a home-based chocolate business, or an online boutique selling custom jewelry—if you're selling something, you're on a scammer's radar. Many small business owners believe they are "too small" to be targeted, but in reality, fraudsters often target businesses they perceive to have weaker security measures in place.

What to Expect: Valentine's Day 2025 in Numbers in the US

• 56% of consumers plan to celebrate.
• 28% of those not celebrating still plan to mark the occasion.
• Total spending is expected to reach $27.5 billion.
• Consumers plan to spend an average of $188.81 per person.
• Top 5 gifts: Candy (56%), flowers (40%), greeting cards (40%), an evening out (35%), and jewelry (22%).

More shoppers are expanding their Valentine's Day gifting beyond romantic partners. This year, 32% of consumers plan to buy gifts for friends, marking a record increase from 28% last year. Gifts for co-workers are also on the rise, with 19% of shoppers planning to make a purchase, up from 16% in 2024. Meanwhile, 32% of consumers are expected to buy something special for their pets, matching last year's trend.

When it comes to shopping preferences, online stores remain the top choice (38%), followed by department stores (34%), discount retailers (29%), and florists and specialty shops (18%).

(Data from NRF's 2025 Valentine's Day Spending Survey.)

If you're running a Valentine's Day promotion, it's not just about making more sales—it's also about making sure your business stays protected.

What to Watch Out for Based on Your Valentine's Day Promotions

 For Service-Based Businesses (Coaches, Consultants, Wellness Professionals)

Gift Card Promotions – A Common Target for Fraud

Gift cards for coaching packages, wellness sessions or other services can attract new customers, but they're also a favorite tool for scammers. Fraudsters often use stolen credit cards to buy gift cards, then resell them or request a chargeback, leaving your business with the loss.

How to protect your business:

·         Limit bulk gift card purchases to prevent mass fraud attempts.

·         Require CVV verification and implement fraud filters for online transactions.

·         Monitor gift card redemptions for unusual activity.

·         Verify large or international gift card purchases before processing.

·         Use secure payment gateways like PayPal or Stripe that offer fraud protection.

Related: Gift card scams you need to be aware of

Subscription Discounts – Stay Alert for Fake Refund Scams

Subscription-based businesses can use Valentine's Day to attract long-term customers with special deals, but scammers may exploit this by signing up, using the service briefly, and then demanding a refund through fraudulent means.

How to stay safe:

·         Clearly outline refund policies and display them prominently.

·         Use fraud detection tools to identify suspicious refund patterns.

Related: 7 Types of Credit Card Fraud & How Your Businesses Can Avoid Them

For Product-based businesses

Couples Packages & "Treat Yourself" Deals – Beware of Payment Fraud

Valentine's Day bundles—whether for couples (matching accessories, personalized gifts) or self-care treats—can be profitable, but scammers may take advantage in two ways:

• Fake orders with stolen payment details leading to chargebacks.
• BIN (Bank Identification Number) attacks, where fraudsters use bots to test stolen card numbers on your checkout page.
• Overpayment scams, where a scammer "accidentally" pays more than the order total and asks for a refund of the excess amount. The original payment is later reversed due to fraud, leaving the business at a loss.

Related: What is a BIN Attack and Why Is Your Very Small Business at Risk?

How to protect your business:

·         Add CAPTCHA at checkout to block automated fraud attempts.

·         Use fraud detection software to flag repeated failed transactions.

·         Require strong authentication (like 3D Secure) for new customers.

·         Verify orders with mismatched billing and shipping addresses.

·         If an order seems suspicious, confirm details with the buyer before shipping.

·         Never issue a refund to a different payment method than the one originally used. If an overpayment seems suspicious, cancel the transaction and ask the customer to reorder with the correct amount.

Social Media Giveaways – Watch for Impersonators & Phishing Scams

Running a Valentine's Day giveaway can boost engagement, but scammers often create fake accounts impersonating your business. They trick customers into clicking phishing links, providing personal details, or even paying fake "processing fees" to claim a prize.

How to protect your business:

·         Warn customers to verify your official page before entering giveaways.

·         Use two-factor authentication (2FA) to protect your business's social media accounts.

·         Use digital identity monitoring to track potential impersonators using your brand name.

Related: What Is Business Identity Theft and How to Protect Your Business

Best Practices for Running a Secure Valentine's Day Campaign

Follow these best practices to protect your business, customers, reputation, and profits while running your campaign.

• Monitor website traffic for unusual activity during the promotion
• Use website tools to track sudden spikes in failed transactions.
• Limit the number of payment attempts per customer.
• Clearly state your refund and payment policies to prevent disputes
• Secure and monitor your social media accounts against impersonation
• Double-check emails from "vendors" offering promotional partnerships

Related: Top 10 Scams Targeting Very Small Businesses: How to Stay Safe and What to Do If You're Scammed

Use Bitdefender Ultimate Business Security to protect your business

Bitdefender Ultimate Small Business Security is designed to provide exceptional protection against all digital threats for you and your employees.

Here's how it protects your Valentine's Day promotions:

Scam Detection & Fraud Prevention. Bitdefender's Scam Copilot scans emails, texts, and chats in real-time, flagging fraudulent messages, fake invoices, and phishing attempts before they can trick you or your employees.

Digital Identity Monitoring. It alerts you if your business name, website, or sensitive information appears in data leaks, online breaches, or even the dark web—so you can take action fast.

Email Protection. Valentine's Day brings an influx of emails—some legitimate, some dangerous. Bitdefender scans emails for suspicious links, malware, and fake invoices designed to steal money or data. It automatically blocks phishing attempts before they reach your team.

Secure Passwords to Protect Business Accounts. Running promotions means accessing multiple platforms—your website, payment portals, and social media. Weak or reused passwords can put your entire business at risk. Bitdefender's Password Manager generates and stores strong, complex passwords, reducing the chance of an account takeover.

VPN for Secure Transactions & Remote Work. If you or your employees work remotely during your promotion—whether at a coffee shop or while traveling—Bitdefender VPN encrypts your connection, ensuring your business data stays private and protected from cybercriminals lurking on public Wi-Fi.

Device Protection Against Ransomware & Malware. From processing orders to managing customer data, your devices are the backbone of your business. Bitdefender provides real-time protection against malware, ransomware, and spyware on all your team's laptops, tablets, and smartphones so your business runs smoothly and securely.

Start protecting your business today—check out the plans here.