Action Fraud said it received reports from 6,640 purchasers in 2023, with Hertfordshire police alone dealing with 99 incidents totalling £481,000 – meaning each consumer lost an average £4,861, the highest in the UK.

Now police fear Black Friday could spur an increase in scams. Oliver Shaw, City of London Police temporary commander for fraud and cybercrime, said: “This Black Friday, shoppers will be eager to snap up the best holiday deals and that means fraudsters will be targeting people looking for their next trip away.

“We encourage Black Friday shoppers to stay vigilant to online fraudsters trying to catch people out by offering cheaper prices or unrealistic deals on social media and online marketplaces.”

Police have urged consumers to search for industry logos including Abta and Atol. The advice says: “Make sure they’re a licensed company and check that they are properly accredited.”

Consumers are also being urged to pay with credit cards and avoid paying by bank transfer.