Trainers are footwear very close to British soles.
Sorry, that should be souls.
The figures back it up. According to market research, we in the UK spent more than five-and-a-half BILLION pounds on trainers and athletic footwear in 2022, and that number is expected to be £7.9 billion by 2030. A 2019 study found the average young person in the UK had six pairs of trainers while two per cent of the teens surveyed owned more than 20 pairs.
This shoe enthusiasm might explain why there is such interest whenever a new trainer is launched onto the market, with some people even camping outside shops overnight to make sure they are first in the queue for limited editions linked to celebrities such as Dua Lipa, Bad Bunny and Beyonce.
However, when items like trainers are popular, they also attract scams. BBC Bitesize Other Side of the Story spoke to experts from Which? magazine and BBC One’s Scam Interceptors to find out what you can do if you see a deal for trainers that looks too good to be true.
What’s the expert advice on avoiding trainer scams?
These scams tend to happen online or on socials. In 2022, Lloyds Bank reported people falling for fake adverts that offered hard to find designer trainers. People lost an average of £152 each to the scams, with ads asking them to pay via bank transfer, also known as faster payment, with no trainers ever being posted out to them.
Trainers and shoes are so popular, people can be tempted to pay more for rare designs and buy on impulse - which is how scammers can catch them out.
Lisa Webb is a consumer law expert at Which? magazine, offering advice to people buying products and services.
She told Other Side of the Story: “When you spot an amazing deal online, don't let the fear of missing out rush you into buying. If a price seems unbelievably cheap or a website is pressuring you to act fast with countdown timers or 'closing down' sales, that's a sign to take a closer look before handing over your money.
"Take a minute to check that the website is genuine. Type the retailer's web address directly into your browser instead of clicking on adverts or links, check the web address for spelling mistakes or extra words, and look for independent reviews from other shoppers."
Taking a few moments to check before you buy could be the difference between grabbing a genuine bargain and losing your money. - Lisa Webb, Which? magazine consumer law expert.
That applies to trainers and plenty of other goods as well. If you see offers on social media or online, and you’re unsure if it’s from a seller with a good reputation, avoid paying by bank transfer. It can be difficult to get your money back if something goes wrong.
Look for payment methods that have buyer protection. This means you can get your money back if what you order doesn’t arrive, turns up damaged, or doesn’t look like the advertised product.
The Scam Interceptors checklist - do your research
Nick Stapleton is one of the presenters of Scam Interceptors, which aims to stop people losing money and personal information to fraud.
He has put together a list of tips to bear in mind: “Staying safe from online scams isn’t easy, but if you’re careful and do your research, you can be pretty sure you won’t end up with no money and no trainers.”
Did you see an ad on social media? A huge proportion of scams begin on social media and that includes what you might think is legit, paid advertising. Even if you’re seeing an ad on your feed and it looks like the real thing, do your research into the business claiming to sell the product.
Check out the seller Whether it’s a business with an ad or a private individual, you need to do some basic checks before you pay out any money. Does the business have reviews online? Are they good? Does it have an official website, with contact information should anything go wrong? Is it UK-based? If not, you won’t be so well protected if things go wrong.
Is it a private seller? Can you see any history of them selling items and behaving fairly? When buying from a private seller, do it in person and in public, when you’ve seen and checked the product for yourself. If a private seller wants money up front, it’s almost certainly a scam, so better to meet, see the product, then pay if you want it. Make sure you bring an adult along with you.
Could it be a clone? Just because it appears to be a legit business doesn’t mean it is. Have you made sure that the site you’re on is the official website? Use a search engine in another tab or browser, and check the web address against where you are about to make your purchase.
Ask an adult to pay with a credit card It’s always better to pay online using a credit card if you have one as you’re better protected if things go wrong, even compared to a normal debit card. Any up front payments requested by bank transfer or via PayPal are likely to end up being a scam.
Both Which? and Scam Interceptors are experienced and trusted sources when it comes to anti-fraud information. Keep this advice handy and it can help you when you see 'offers' for all sorts of things - not just a new pair of trainers.
This article was published in August 2026
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