A few years ago, Santa Claus brought my daughter a puppy.
Yep, on the morning of her 9th Christmas, Carina came downstairs and there he was, a three-month-old rat terrier/mini pinscher mix curled up in a crate.
She had been asking Santa Claus for a puppy for years, and even though he had brought her a series of stuffed pups, she was relentless.
And I was a sucker who wanted my baby girl to believe in the magic just one more year.
Moses has now been a beloved member of our family for 12 years (although, note to self: never adopt a terrier/pinscher mix again).
And it turns out the holiday season is a popular time to add furry friends to the family.
Online searches for puppies skyrocket by 44% during the countdown to Christmas, according to 2019 data from Dogs Trust, the U.K.’s largest dog welfare charity.
That’s one reason accounts of pet fraud also increase, says the Better Business Bureau (BBB), especially when it comes to the most popular breeds.
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Scammers target the most popular breeds
French bulldogs, dachshunds, and German shepherds are beloved breeds that scammers use to bait pet lovers on fake websites and social media profiles during the holiday season, according to the new BBB announcement.
Thousands of fraudulent sites and social channels have sprung up across the country, and many of them impersonate legitimate breeders and businesses, the BBB found.
Scammers exploit people’s compassion, and they know how to pull at heartstrings — especially using photos and stories of vulnerable pets — to prompt buyers to act fast and part with their money.
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“When you are looking to add a pet to your family it can be a very emotional experience, that’s why it’s so important to do all of your research before you make a purchasing decision,” BBB spokesperson Melanie McGovern told TheStreet.
“Knowing price, reputation, and the red flags of scams will help those looking to add a pet to their family stay safe when shopping.”
Scammers often demand money from empathetic people, McGovern says, claiming that the animal will be harmed if they don’t pay extra.
The cost of puppy fraud
The majority of scammers operate from outside the U.S., but target American consumers, says the BBB, adding that scams can be very expensive:
- Median loss is substantial: The median loss for pet scams was $600 in 2025. That is down from $750 in 2022, suggesting increased consumer awareness but a continued risk.
- BBB pet scam reports: Pet scam reports spiked in recent years, peaking at 2,899 in 2023, before dropping to 2,278 in 2024 and 1,632 through September 2025.
“Because of the emotional investment, consumers are more vulnerable to being taken advantage of when it comes to a cute cuddly puppy than with any other purchase. Take time to educate yourself on the hallmarks of a legitimate and responsible breeder,” American Kennel Club spokesperson Lisa Peterson shared in an announcement.
?A dog is a living, breathing being you will have to take care of for 10 years or more, reminds Peterson, so bringing one into your home should never be done on a whim or just because you found a good deal.
Pet scam red flags
BBB experts highlight several warning signs that should make consumers think twice before shopping for a pup:
- Prices that seem “too good to be true” on popular breeds
- Sellers who refuse in-person meetings or video calls
- Extra charges for cages, transport, vaccinations, or “special shipping”
- Use of terms like “teacup” in ads to add urgency or perceived rarity
- High-pressure tactics, including threats that animals will be harmed if more money is not sent
How to avoid getting scammed
Like most things in life, if anything about the deal seems too good to be true, it probably is.
Experts like McGovern and Peterson urge consumers to do their homework. If you know that an American Kennel Club-registered German Shepherd puppy can cost $2,000 or more, and you find one advertised for a couple hundred bucks, assume it is not legitimate.
Always run a “reverse search” on the photos in ads or social media postings. Pet scammers often recycle photos or steal them from breeders or other websites.
The digital marketplace has made it easier for all sorts of scams to proliferate, and losing money is just one of the risks.
Pet experts advise doing research and maybe even consider adopting from a local shelter instead of looking for a good deal on a specific breed.
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