Data Brokers Ramp Up Collection of Holiday Shopping Data, Raising Privacy Concerns
WASHINGTON, D.C. — As the holiday shopping season reaches its peak, data brokers are intensifying their efforts to collect consumers’ personal information, creating detailed digital profiles that persist into the new year. Every click, search, and purchase made on popular retail sites like Amazon, Target, and Walmart feeds into a growing database that fuels targeted advertising, scam attempts, and identity theft risks.
These digital shopping profiles begin forming the moment a consumer browses an online store, capturing data points such as items viewed, purchases made, shipping addresses, device types, and even IP addresses. The surge in online activity during November and December provides data brokers with a wealth of information, which they collect aggressively to build comprehensive consumer dossiers.
Retailers often share this data with third-party analytics and advertising partners, many of whom operate as data brokers. According to the Federal Trade Commission, these partners may receive extensive details including full purchase histories, timestamps, product categories, and loyalty account information—sometimes without explicit consumer consent. This sharing extends beyond online transactions; in-store behaviors tracked through loyalty cards are also transmitted to these third parties.
Shopping apps further exacerbate privacy concerns by tracking more than just purchases. Apps from major retailers collect real-time location data, device information, contact lists (if permitted), swipe patterns, and time spent viewing specific items. This behavioral data is highly valuable to data brokers and scammers alike, enabling more precise targeting and exploitation.
Browser plugins and price-comparison tools add another layer of data collection by monitoring users’ browsing habits across multiple sites. The aggregation of data from these diverse sources allows brokers to create a detailed and persistent profile that can be sold or shared widely.
Experts warn that failure to address this data accumulation before the end of the year means these profiles will carry over into 2026, increasing exposure to privacy risks. The Federal Bureau of Investigation has issued warnings about a surge in holiday scams fueled by such data, urging consumers to remain vigilant and take proactive steps to protect their information.
To combat this, cybersecurity specialists recommend that consumers regularly review and delete their digital profiles on data broker platforms. The FTC provides guidance on how to request removal of personal data from brokers. Additionally, limiting app permissions, using privacy-focused browsers, and avoiding unnecessary loyalty program sign-ups can reduce data exposure.
As the holiday season continues, shoppers are encouraged to be mindful of the digital footprints they leave behind. Taking steps now to clean up personal data can help mitigate the risks of scams, unwanted advertising, and identity theft in the year ahead.
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