Matthew’s Haberdashery Moving Sale Scam – In‑Depth Analysis & How to Protect Yourself

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Learn how Matthew’s Haberdashery moving sale is likely a scam — how the fraud works, red flags, and step-by-step actions (especially for Nigerian consumers). Protect yourself from online shopping fraud.

Introduction

The internet has made online shopping easier, but it also makes it easier for scammers to operate convincing but fraudulent e-commerce stores. One particularly sophisticated scam is the “Matthew’s Haberdashery Moving Sale”, which markets itself as a long-standing boutique having a “liquidation” due to relocation.

However, multiple investigations suggest this “boutique” is completely fake — a well-constructed scam built with AI-generated images, fake sales narratives, and a return policy designed to trap customers. In this blog post, we’ll deeply examine how the scam works, warning signs to watch for, and steps to take if you think you’ve been targeted — with a special focus on consumer protections in Nigeria.

What Is the Matthew’s Haberdashery Scam?

The Scam’s Narrative & Branding

Fake Heritage Story: The site (matthew‑haberdashery.com) claims to be a classic, family‑run menswear haberdashery that is relocating, which justifies a “moving sale.” But domain registration checks show the website is very new, which strongly contradicts the idea of a decades-old business. MalwareTips Forums
Emotional Storytelling: By framing itself as a mature boutique being “forced to move,” the brand taps into consumers’ empathy and urgency to “help” the business, encouraging fast purchases. MalwareTips Forums
Professional-Grade Design: The website is polished, with serif fonts, high-quality imagery, and a clean layout — all meant to mimic reputable high-end online stores. MalwareTips Forums

Visual Deception

AI-Generated / Stock Images: Many of the photos on the site (store interiors, staff, product shots) are likely created using AI tooling or taken from stock libraries, rather than being genuine pictures of real people or real garments. MalwareTips Forums
Misleading Apparel Photos: Sweaters, cardigans, and other items look luxurious (cashmere, merino) in the catalog, but customers who do receive items report synthetic materials, poor stitching, and cheap packaging. MalwareTips Forums
Fake Testimonials: The “customer reviews” carousel is likely fabricated — the names are generic, and the photos used seem AI-generated. MalwareTips Forums

Pricing & Checkout Tricks

Deep Discounts Everywhere: Products are offered at very steep discounts (sometimes 60–80% off), which is a classic scam tactic to push buyers into making quick decisions. MalwareTips Forums
Trust Badges & Payment Logos: The checkout page features logos of Visa, Mastercard, PayPal, and “Secure Checkout” badges — making the site appear safe and legitimate. MalwareTips Forums
Payment Without Real Safeguards: These logos may merely be decorative; the actual payment process might not have the protections you’d expect. MalwareTips Forums

The Return / Refund Trap

Return Policy Illusion: While there’s a stated “30-day money-back guarantee,” getting a refund can be nearly impossible because returns are made to a foreign address (often in China). MalwareTips Forums
High Return Shipping Costs: Customers are expected to pay for return shipping — and international returns make this prohibitively expensive. MalwareTips Forums
Lack of Customer Support: Emails go unanswered, or the response is delayed until the return window closes. MalwareTips Forums
Site Closure & Rebranding: Once complaints mount, the scammers may shut down the website and reopen under a new name — a common pattern in this type of fraud. MalwareTips Forums

How Victims Are Targeted

Emotional Urgency: The “moving sale” story creates a sense of urgency and goodwill — “help a small business relocate.”
Aggressive Marketing: They promote the store via social media ads (Facebook, Instagram, TikTok), showing cozy sweaters and warm narratives to attract trust. MalwareTips Forums
Trust Illusions: With polished visuals, payment logos, and “secure” checkout, the site seems very real and legitimate.
Exit Strategy: When things go south (many complaints or payment processor issues), they close the domain and launch a similar scam with new branding. MalwareTips Forums

Warning Signs You Might Be Looking at a Scam

Here are the red flags that suggest Matthew’s Haberdashery might be fraudulent (and that similar online stores could be too):

The domain is very new, yet the site claims long heritage.
The store heavily pushes a “moving sale” narrative — a classic urgency tactic.
The product images, staff photos, or store interiors look overly perfect / generic — likely AI or stock-generated.
Prices are too good to be true, especially for “premium” quality sweaters and cardigans.
The return address is overseas, making returns difficult and expensive.
Customer reviews are generic, or the same faces / names reappear often.
Contact/customer service information may be weak, and support may not respond properly.
The website may shut down or rebrand when flagged or reported.

Why This Scam Works So Well

Psychological Manipulation: The “moving sale” taps into consumers’ emotions and altruism, making them more likely to buy quickly.
Professional Aesthetics: The use of AI and high-quality design makes the scam appear very legitimate.
Scalability & Recycling: Because it’s template-based (often built on standard e-commerce platforms), the scammers can shut down and restart easily under new names.
Difficult Refund Process: By requiring international returns or making support slow/unresponsive, they reduce the likelihood of refunds.
Mass Targeting: Through social media ads, they can reach a global audience, increasing the pool of potential victims.

What to Do If You Think You’ve Been Scammed by Matthew’s Haberdashery

If you believe you’ve fallen victim to this scam (or a similar one), here are steps you should take immediately:

Document Everything
- Take screenshots of all relevant pages: product pages, checkout, order confirmation, emails.
- Photograph the items you received (if any), showing their quality, packaging, labels, size discrepancies.
Contact Your Bank or Payment Provider
- Explain that the goods were misrepresented (“not as described”) and request a chargeback or refund.
- Provide your bank or card provider with the documentation you collected.
Avoid Risky Returns
- Do not immediately pay for international return shipping. Many scam sites ask for returns to foreign warehouses (e.g., China), which is expensive.
- Check with your bank: sometimes they may grant a refund without demanding a return, especially if return shipping is prohibitive.
Report the Scam
- In Nigeria:
  - File a complaint with the FCCPC (Federal Competition & Consumer Protection Commission) via their [Complaint Handling Portal]FCCPC.
  - Alternatively, contact them via their hotlines: 08056002020 or 08056003030. FCCPC
  - You can also submit proof (screenshots, receipts, conversations) through their portal to support your case. FCCPC
- EFCC (Economic and Financial Crimes Commission): Report online fraud by emailing info@efcc.gov.ng or via their “Eagle Eye” app. EFCC Nigeria+1
- Global / Local Cybercrime Bodies: Depending on your country, report to consumer protection or cybercrime agencies.
Monitor Your Bank
- Keep an eye on your account for unauthorized or repeated charges.
- If you suspect your payment method is compromised, request a new card.
Use Security Tools
- Install browser security tools or ad blockers (e.g., AdGuard) to help prevent exposure to scam ads.
- Use anti-phishing / anti-scam browser extensions.
Warn Others
- Share your experience on social media, local community groups, online forums, or consumer review platforms.
- Add your account to consumer-protection sites, blog posts, or scam-report platforms to raise awareness.

Broader Context: Online Shopping Scams in Nigeria

It’s not just Matthew’s Haberdashery — fake online stores are a growing problem in Nigeria, especially around big sales events:

The FCCPC has publicly warned Nigerians that fake online stores could surge by 135% during Black Friday, urging consumers to only buy from trusted platforms. The Guardian Nigeria+1
According to Pulse Nigeria, this rise in fake stores includes misrepresentation, exploitation, and fraudulent “deep-discount” offers. Pulse Nigeria
The Jurist Nigeria outlines how consumers can protect themselves, recommending documentation of all transactions and using the FCCPC complaint portal or phone lines for redress. thejuristng.com
On a macro level, academic work highlights that e-commerce consumer protection laws in Nigeria are still evolving, with challenges around misleading advertisements, unfair contractual terms, and the legal recourse available to e‑consumers. Nnamdi Azikiwe University Journals
Moreover, a recent consumer protection survey found that a large percentage of Nigerians report fraud exposure in digital financial services. Innovations for Poverty Action

Conclusion

Matthew’s Haberdashery Moving Sale is a textbook example of a highly crafted online shopping scam, leveraging emotional storytelling, AI/stock visuals, and deep discount tactics to lure in unsuspecting buyers. What appears as a charming, legacy boutique moving to a new location is likely a completely fabricated operation.

If you’ve placed an order, acted quickly to protect yourself: document everything, dispute the payment, and report to the appropriate authorities — especially if you’re in Nigeria (FCCPC, EFCC). For all online shoppers, stay vigilant: check domain age, scrutinize “too good to be true” deals, and don’t let urgency rush you into bad decisions.

Useful Links & References

MalwareTips’ full investigation into the Matthew’s Haberdashery scam. MalwareTips Forums
FCCPC (Nigeria) Complaint Handling Portal. FCCPC
FCCPC FAQs on how to make a complaint. FCCPC
EFCC Nigeria – how to report online fraud. EFCC Nigeria
Online shopping protection advice for Nigerian consumers. thejuristng.com
Warning from FCCPC about fake stores surge during Black Friday. Vanguard News

Matthew’s Haberdashery Moving Sale Scam – In‑Depth Analysis & How to Protect Yourself

Introduction