It is a perennial debate this time of year: those who favor hitting the best stores at the best times against those who rely on their skill at finding just the right deal online.

The familiar store vs. site showdown, like so many other family traditions, can look different from one holiday season to the next. Even the most intrepid boutique patrons may choose to browse the virtual bazaar.

Online shopping is convenient, but it can also expose shoppers to fraud. Cyber threats are evolving, too, with AI attacks and deepfakes adding to the risks consumers face. So as our holiday gift to you, we offer this quick guide to avoiding some classic holiday scams and their newer variations.

Four tips to avoid holiday scams:

1. Links that deceive

A lot of scams start with a link on a website or in an email that takes you to a different site than you intend to visit. An email purporting to be from your bank or credit card company links to a site that mimics their login page, luring you to enter your password.

The Federal Trade Commission also reported a raft of fraudulent text messages claiming to notify the recipient of a package awaiting delivery. The link, however, jumps to a page that asks for passwords, social security numbers, and other private information. Similar scams have been detected in fraudulent online greeting cards.

Other online scammers are not looking for your personal information. Their game is simple; they just want your money—and right away. Look skeptically at any link before you click, then examine the web address of the site it takes you to. Frauds use subtle variations on familiar names—homedep0t.com or bloomingdales.237.ru. In fact, the safest road is not to click on links at all. Better to type the address of a known site directly into your browser using a private WiFi network.

2. Well-known sites can have shady vendors

You are likely already wary of fly-by-night merchants on sites like eBay and Craigslist, but did you know you are just as likely to run into questionable sellers on Amazon and Walmart.com? These online giants both run marketplaces where goods they sell themselves appear next to offerings from other vendors, who pay for access to the vast audiences.

Many of these secondary merchants are legitimate, but some inevitably sell inferior or counterfeit goods. When you are buying online this holiday season, notice who the seller is. On Amazon, there is a small notice marked “sold by” a few lines under the “Buy Now” button. If the seller is different from the site you are on, that is a reason to delve a little deeper before you purchase.

3. Fake charities and other appeals

Holidays inspire more than shopping. They bring out our charitable instincts and, unfortunately, scam artists who want to exploit that goodwill. One stunt is to create sites for charities with names that are easily mistaken for those of prominent organizations.

Another gambit: fake sob stories posted on sites like GoFundMe that ask for donations for people in need. Always make sure a skeptical eye accompanies your big heart. Double-check the recipient of any donation. It might be best to limit gifts through sites like GoFundMe to only people with whom you have a personal connection.

4. If you fall prey to a scam

Victims of scams like these can sometimes be compensated for their loss. Marketplaces such as Amazon offer some limited guarantees that vendors will deliver what they promise. Credit card companies often won’t make you pay for purchases that turn out to be fraudulent.

Many insurance carriers offer identity theft or credit card fraud protection, while some also offer broader cyber liability coverage. It is always best to give your broker a quick call to determine what coverage is available and consider adding the proper protection to your program if you haven’t already.

The holidays are a time of joy. Always make sure a skeptical eye accompanies your big heart. A little extra vigilance this giving season will help to keep you in the spirit.