Counterfeit Christmas: The 12 dupes to dodge

Shoppers rushing to buy gifts during the holiday season face a growing, highly organized counterfeit market that costs Britain billions and touches nearly every sector of the economy. The OECD and the UK Intellectual Property Office estimate counterfeit goods cost Britain more than £9 billion in lost revenue each year and about £4 billion in unpaid tax, with an estimated 60,000 legitimate UK jobs at risk annually. The OECD also says more than £7 billion worth of counterfeit goods enter the UK each year, and Christmas creates ideal conditions for the trade— urgency, generosity and a willingness to overlook warning signs in the name of a bargain. Social media has accelerated the reach of counterfeit sellers, often behind glossy videos that mask serious risks to consumers and legitimate businesses.

Authorities warn of a list of 12 dupes to dodge during Christmas shopping, spanning toys, jewelry, watches, electronics, handbags, clothing and cosmetics. The rundown includes knock-off toys that pose choking or electrical hazards, with on-trend items such as Labubu dolls, K-Pop Demon Hunters and Pokémon replicas. Trading Standards seized approximately 150,000 fake jewellery pieces last year due to dangerous cadmium, excessive nickel and lead-heavy alloys. Hundreds of thousands of counterfeit watches enter Britain each year and often contain toxic metals or fragile mechanisms. Counterfeit electronics, including fake AirPods and imitation hair straighteners, are linked to thousands of house fires each year, and many fake chargers fail basic safety tests. The fake designer handbag trade is estimated in the hundreds of billions globally, with the UK among its most active markets; a Midlands raid recently uncovered £3 million worth of fake luxury bags destined for Christmas bargain hunters. Counterfeit clothing seizures have risen about 25% annually, with fabrics and dyes that can be unsafe, and counterfeit trainers are intercepted in large sums. Fake perfume is a major target, accounting for around 40% of fake beauty products intercepted at the border, while counterfeit cosmetics have included items with lead up to 19 times the legal limit, arsenic, mercury and bacteria. In some cases, products have been linked to unsafe manufacturing practices and exploitative labor networks. Border Force has also seized millions of fake cosmetic items in recent years, underscoring how pervasive the problem is as the holidays approach.

Three other dupes to spot can be deadly. Firstly, fake alcohol—gin, vodka and whisky that test positive for methanol, along with solvents and industrial cleaners. Just 10 milliliters can cause blindness, and 30 milliliters can be fatal. Police have seized hundreds of fake bottles this year alone. Next up is fake supplements and 'wellness' pills, a fast-growing UK counterfeit category often produced in unregulated facilities with little oversight, then sold as natural or immune-boosting despite containing substances that can cause real harm. Lastly is fake festive food; investigations have uncovered mislabelled cheeses, honey bulked out with glucose syrup, olive oil diluted with cheaper vegetable oils, and chocolates that fail basic food safety standards, creating risks for people with allergies.

How to dodge the duds is straightforward but requires vigilance. If a price looks too good to be true, assume it is fake and avoid deals that promise brand-name luxury at steep discounts. Buy only from reputable retailers, official stockists or brand websites, and compare packaging and product details with known authentic items. Examine packaging closely—counterfeiters frequently misspell fonts, colors, barcodes and seals. Look for proper safety marks, such as CE or UKCA on toys and electronics, and verify the presence of manufacturer details. Trust your senses: if something smells of chemicals, feels unusually light, or looks shoddy, walk away. Be wary of new releases sold before their official launch, and always check returns policies, since many fakes offer no refunds. Exercise caution with QR codes on packaging, which can link to cloned websites. When in doubt, compare the item against trusted authenticity guides and seek out established retailers to minimize risk.

The bigger picture shows a problem that crosses manufacturing, retail, logistics and creative industries. The scale of counterfeiting has grown from a niche issue to a significant economic and safety concern, with Christmas acting as a peak period for both demand and opportunity. Public and private sector actors warn that the illicit trade funds organized crime, undermines legitimate businesses, and deprives the Treasury of revenue while exposing consumers to unsafe products. Efforts to curb the market involve tighter border controls, enforcement actions, and consumer education, but the holiday window remains a critical flashpoint for both shoppers and investigators as retailers prepare for the year’s busiest shopping period. The dynamic underscores the importance of due diligence in consumer purchases and the need for continued vigilance by authorities, retailers and buyers alike during the festive season.