Blog
/
Email
/
November 27, 2025

Phishing attacks surge by 620% in the lead-up to Black Friday

Black Friday continues to be a prime opportunity for threat actors, with early analysis from Darktrace showing a significant spike in attackers impersonating well-known brands, as well as the brands most frequently impersonated by scammers. Plus, check out our top tips to stay safe while filling your basket with deals.
Inside the SOC
Darktrace cyber analysts are world-class experts in threat intelligence, threat hunting and incident response, and provide 24/7 SOC support to thousands of Darktrace customers around the globe. Inside the SOC is exclusively authored by these experts, providing analysis of cyber incidents and threat trends, based on real-world experience in the field.
Written by
Carlos Gray
Senior Product Marketing Manager, Email
Default blog image
27
Nov 2025

Black Friday deals are rolling in, and so are the phishing scams

As the world gears up for Black Friday and the festive shopping season, inboxes flood with deals and delivery notifications, creating a perfect storm for phishing attackers to strike.

Contributing to the confusion, legitimate brands often rely on similar urgency cues, limited-time offers, and high-volume email campaigns used by scammers, blurring the lines between real deals and malicious lookalikes. While security teams remain extra vigilant during this period, the risk of phishing emails slipping in unnoticed remains high, as does the risk of individuals clicking to take advantage of holiday shopping offers.

Analysis conducted by Darktrace’s global analyst team revealed that phishing attacks taking advantage of Black Friday jumped by 620% in the weeks leading up to the holiday weekend, with the volume of phishing attacks expected to jump a further 20-30% during Black Friday week itself.

First observation: Brand impersonation

Brand impersonation was one of the techniques that stood out, with threat actors creating convincing emails – likely assisted by generative AI – purporting to be from household brands including special offers and promotions.

The week before Thanksgiving (15-21 November) saw 201% more phishing attempts mimicking US retailers than the same week in October, as attackers sought to profit off the back of the busy holiday shopping season. It’s not just about volume, either – attackers are spoofing brands people love to shop with during the holidays. Fake emails that look like they’re from well-known retailers like Macy’s, Walmart, and Target were up by 54% just across last week1. Even so, Amazon is the most impersonated brand, making up 80% of phishing attempts in Darktrace’s analysis of global consumer brands like Apple, Alibaba and Netflix.  

While major brands invest heavily in protecting their organizations and customers from cyber-attacks, impersonation is a complicated area as it falls outside of a brand’s legitimate infrastructure and security remit. Retail brands have a huge attack surface, creating plenty of vectors for impersonation, while fake domains, social profiles, and promotional messages can be created quickly and at scale.

Second observation: Fake marketing domains

One prominent Black Friday phishing campaign observed landing in many inboxes uses fake domains purporting to be from marketing sites, like “Pal.PetPlatz.com” and “Epicbrandmarketing.com”.

These emails tend to operate in one of two ways. Some contain “deals” for luxury items such as Rolex watches or Louis Vuitton handbags, designed to tempt readers into clicking. However, the majority are tied to a made-up brand called Deal Watchdogs, which promotes “can’t-miss” Amazon Black Friday offers – designed to lure readers into acting fast to secure legitimate time-sensitive deals. Any user who clicks a link is taken to a fake Amazon website where they are tricked into inputting sensitive data and payment details.

Third observation: The impact of generative AI

The biggest shift seen in phishing in recent years is how much more convincing scam emails are thanks to generative AI. 27% of phishing emails observed by Darktrace in 2024 contained over 1,000 characters2, suggesting LLM use in their creation. Tools like ChatGPT and Gemini lower the barrier to entry for cyber-criminals, allowing them to create phishing campaigns that humans find it difficult to spot.  

Let’s take a look at a dummy email created by a member of our team without a technical background to illustrate how easy it is to spin up an email that looks and feels like a genuine Black Friday offer. With two prompts, generative AI created a convincing “sale” email that could easily pass as the real thing without requiring any technical skill.

A fake Black Friday deal email created using generative AI, with only two prompts. The image has been pixelated for marketing purposes.

Anyone can now create convincing brand spoofs, and they can do it at scale. That makes it even more important for email users to pause, check the sender, and think before they click.

Why phishing scams hurt consumers and brands

These spoofs don’t just drain shoppers’ bank accounts and grab their personal data. They erode trust, drive people away from real sites, and ultimately hurt brands’ sales. And the fakes keep getting sharper, more convincing, and harder to spot.

Though brands should implement email controls like DMARC to help reduce spoofing, they can’t stop attackers from registering new look-alike domains or using other channels. At the end of the day, human users remain vulnerable to well-crafted scams, particularly when the element of trust from a well-known brand is involved. And while brands can’t prevent all impersonation scams, the fallout can still erode consumer trust and damage their reputation.

In order to limit the impact of these scams, two things need to work together: better education so consumers know when to slow down and look twice, and email security (plus a DMARC solution and an attack surface management tool) that can adapt faster than the attackers – protecting both shoppers and the brands they love.

Tips to stay safe while Black Friday shopping online

On top of retailers implementing robust email security, there are some simple steps shoppers can take to stay safer while shopping this holiday season.

  • Check every website (twice). Scammers make tiny changes you can barely see. They’ll switch Walmart.com for Waimart.com and most people won’t notice. If something looks even slightly off, check the URL carefully and, if you’re unsure, search for reviews of that exact address.
  • Santa keeps the real gifts in the workshop. Don’t just click through from sales emails. Use them as a prompt to log in directly to the official app or site, where any genuine notifications will appear.
  • Look at the payment options. Real retailers usually offer a handful of recognizable ways to pay; if a site pushes only odd methods or upfront transfers, don’t use it.
  • Be skeptical of Christmas miracles. If a deal on a big-ticket item looks too good to be true, it usually is.
  • Leave the rushing to the elves. Countdown timers and “last chance” banners are designed to make you click before you think. Take a breath, double-check the sender and the site, and then decide whether to buy.

Email security you can trust this holiday season

The heightened holiday shopping season shines a spotlight on an uncomfortable reality: now that phishing emails are harder than ever to distinguish from legitimate brand communication, traditional spam filters and Secure Email Gateways struggle to keep up. In order to protect against communication-based attacks, organizations require email security that can evaluate the full context of an email – not just surface-level indicators – and stop malicious messages before they reach inboxes.

Darktrace / EMAIL uses Self-Learning AI to understand the behavior and patterns of every user, so it can detect the subtle inconsistencies that reveal a message isn’t genuine, from shifts in tone and writing style to unexpected links, unfamiliar senders, or off-brand visual cues. By identifying these anomalies automatically – and either holding them entirely, or neutralizing malicious elements – it removes the burden from employees to catch near-imperceptible errors and reinforces protection for the entire organization, from staff to customers to brand reputation.

Join our live broadcast on 9 December, where Darktrace will reveal new, industry-first innovations in email security keeping organizations safe this Christmas – from DMARC to DLP. Sign up to the live launch event now.

For a deeper dive into some specific Black Friday phishing campaigns surfaced by the Darktrace threat analysis team, read the follow-up blog here.

A note on methodology

Insights derive from anonymous live data across 6,500 customers protected by Darktrace / EMAIL. Darktrace created models tracking verified phishing emails that:

  • Explicitly mentioned Black Friday
  • Impersonated US retailers popular during the holiday season (Walmart, Target, Best Buy, Macy's, Old Navy, 1800-Flowers)
  • Impersonated major global brands (Apple, eBay, Netflix, Alibaba and PayPal)

Tracking ran from October 1 to November 21.

References

[1] Based on live tracking of phishing emails spoofing Walmart, Target, Best Buy, Macy's, Old Navy, 1800-Flowers across email inboxes protected by Darktrace.  November 15 – November 21, 2025

[2] Based on analysis of 30.4 million phishing emails between December 21, 2023, and December 18, 2024. Darktrace Annual Threat Report 2024.

[related-resource]

Replace your SEG with context-aware email security

A practical guide for CISOs for replacing outdated SEGs with AI-driven email security, optimized for Microsoft 365.

Inside the SOC
Darktrace cyber analysts are world-class experts in threat intelligence, threat hunting and incident response, and provide 24/7 SOC support to thousands of Darktrace customers around the globe. Inside the SOC is exclusively authored by these experts, providing analysis of cyber incidents and threat trends, based on real-world experience in the field.
Written by
Carlos Gray
Senior Product Marketing Manager, Email

More in this series

No items found.

Blog

/

OT

/

June 9, 2026

Healthcare’s OT Cybersecurity Gap: Why Hospitals Must Make the Same Security Investments as Regulated Critical Infrastructures

healthcare OTDefault blog imageDefault blog image

Rethinking the healthcare attack surface

When most people think about Operational Technology (OT) cybersecurity, they think about oil & gas pipelines, utilities, manufacturing plants, or power grids. However, hospitals & healthcare systems have quickly become a point of focus in the OT cybersecurity community as they do employ a variety of OT in the form of IoMT (Internet of Medical Things) networked devices such as: infusion pumps, imaging systems, patient monitoring equipment, laboratory systems, and traditional industrial control systems (ICS) in the form of smart building management systems (BMS) and even on site power generation control systems. 

These healthcare environments are no longer just traditional IT ecosystems, they are cyber-physical environments where disruption can directly impact patient care, operational continuity, and ultimately patient safety.

The OT cybersecurity expertise gap in healthcare organizations

Our research in the OT cybersecurity space revealed a concerning trend. Many hospitals and healthcare networks lack dedicated OT cybersecurity teams, OT security full time employees (FTE) and even OT expertise in the form of OT security certifications when compared to other critical infrastructure sectors.

On the other hand, within industries such as energy and manufacturing, we encounter more mature OT security programs that employ full time employees  dedicated to OT cybersecurity with OT security certifications and expertise to secure industrial and operational environments and lead investment in OT security processes and technology.

When reviewing the top 20 U.S. Hospitals by market cap, given what is publicly available on LinkedIn, only one FTE with an OT cybersecurity certification was found. The certifications that were searched for include: GIAC GICSP, GIAC GRID, GIAC GCIP and all ISA/IEC 62443 certifications. When replicating this same search across the top 20 utility providers in the US, 73 FTEs with OT related certifications were identified. As a control group, we looked within financial services, an industry NOT expected to have OT systems worth investing in FTEs to protect. However, the top 20 US financial institutions had 18 FTEs with OT related certifications. 

What these findings reveal

Overall, the findings regarding healthcare investment in OT security FTEs are surprising given how operationally dependent modern healthcare has become on OT. So why aren't hospitals investing in OT security personnel at the rate of peer critical infrastructures? It could just be lack of awareness; however, there are other, more plausible reasons.  

Based on historical trends in cyber incidents within the healthcare space, one could speculate that there is significantly greater likelihood of being victim to an attack that  focuses on extortion or data theft rather than an attack on specific OT systems. The amount of ransomware events incurred in healthcare, that historically do not target OT systems, may divert attention and security investment to the parts of the attack surface most likely to be targeted by ransomware. Additionally, data theft is a relevant threat objective for hospitals given PHI, PCI and PII, and data theft does not traditionally align with attacks targeting OT.  

However, with focused investment to address data theft and with adversaries new capability to string together chains of vulnerabilities of different severity scores using advancements in AI, we could be entering a threat landscape where adversaries pivot their tactics to target exposed and under protected devices and systems like OT. For example, although not a patient records database, predominant IOMT protocols HL7 and DICOM are unencrypted plaintext protocols and unless encrypted it is very simple for adversaries, who are sniffing traffic, to identify protected health information (PHI) in these communication protocols.

Why OT cybersecurity expertise can be effective for healthcare organizations

The convergence of IT, OT, and IoMT is already here, and threat actors are increasingly aware of the operational vulnerabilities that come with it. Additionally, as AI solutions such as agentic or generative applications are adopted and deployed, the attack surface will continue to change as permissions, and new connections will exist to support AI efficiency. From a cybersecurity standpoint, the reality is that many healthcare organizations are still working to establish consistent visibility and governance across their enterprise-connected devices and systems as their attack surface is changing in real time.  As the healthcare sector remains a significant target for cyber-attacks, hospitals would be well advised to begin addressing their operational environments OT as a critical component of their attack surface and invest in securing them first with people, then process and technology. 

What can healthcare organizations do to secure their OT

Including OT in current cybersecurity processes such as red teaming and testing incident response plans that take OT into account alongside building dedicated OT security capabilities including improving OT network visibility, leveraging OT network anomaly detection, micro-segmentation, and secure remote access will become essential steps in strengthening healthcare resilience. 

However, before any of the above processes or investments in technology can be made, these healthcare organizations, like the other critical infrastructure sectors, need to invest in the people with the experience in OT security to lead, implement, manage and audit the investment in OT cybersecurity technology and processes.  In cases where headcount cannot be added, investment in OT security certifications, such as the ones listed in this article, and participation on OT security events focused on practitioner training for existing cybersecurity employees can move the needle in terms of bringing OT expertise to the existing team.  

In an industry where uptime and safety are as mission critical as they are for a power utility, OT cybersecurity FTEs can no longer be viewed as optional for healthcare organizations and must become part of the foundation of modern healthcare cybersecurity strategy. 

[related-resource]

Continue reading
About the author
Daniel Simonds
Director of Operational Technology

Blog

/

AI

/

June 9, 2026

Always On, Always Defending: Inside the AI-Driven SOC

Default blog imageDefault blog image

Today’s SOC: A system under pressure

The SOC has been described as the:

  • Control center for security systems management  
  • Operations center for log analysis and alert response
  • Command center for network monitoring and investigation

But the CISO at a manufacturer of industrial power solutions says today’s SOC is far more dynamic:

“The SOC is an active player in a never-ending chess match where the pieces are always moving, the rules are constantly changing, and we’re continuously adjusting our tactical and strategic approaches to keep up.”

This has created a balancing act for cybersecurity professionals:

  • Support expanding digital estates to fuel innovation…or risk limiting business growth
  • Stop advanced cyberattacks at scale…or risk severe financial and reputational impacts

But balancing these responsibilities is increasingly difficult. Attackers are operating at machine speed and scale using sophisticated, adaptive techniques that overwhelm teams and bypass legacy defenses. At the same time, more than half of cybersecurity teams are understaffed, and 65% have unfilled cybersecurity positions (ISACA).

“The SOC is hitting its breaking point,” admits the VP of IT at a U.S.-based risk management services provider.”

“That’s the hard reality,” affirms a Chief Digital and Technology Officer at a North American financial services organization. “SOC teams are drowning in alerts, wasting time researching the most benign incidents while missing critical threats.”

Traditional tools lack the context and autonomous reasoning needed to determine which ones are truly dangerous, requiring analysts to manually review and respond. But with thousands of alerts hitting SOCs daily, the task exceeds human capacity, with recent industry research revealing that 40% to 42% of security alerts now go uninvestigated.

“Our old governance models of throwing bodies at it, that’s not going to work,” says the Group CIO of a multinational holding company. “Attackers move at machine speed, and our defenses have to operate at the same pace. Using AI for cybersecurity is the only way to do that.”

Why AI is essential

AI is about speed, scale, and context.

SOC teams are still expected to find the proverbial “needle in a haystack”, but the haystack keeps growing. As digital infrastructures expand and threat actors use AI to rapidly scale attacks and exploit vulnerabilities, success isn’t about keeping up but changing the approach.

This is where AI comes in, enabling security teams to operate at machine speed and scale by:

  • Analyzing vast amounts of data and correlating signals across domains within seconds
  • Detecting possible threats in real time and taking immediate action to mitigate risk
  • Prioritizing threats by severity and uncovering contextual details for rapid triage

The power of AI isn’t theoretical; it is transforming how today’s businesses operate.

The Chief Digital and Technology Officer at a financial services firm says within a single month of using Darktrace, the solution tracked billions of network events, autonomously investigated tens of millions of those incidents, and added the equivalent of 1,000 analyst hours of investigation. It also found threats that bypassed traditional tools, autonomously responding to contain or disrupt the threat on over 30,000 emails, including 18,000 the firm’s native email filter missed.

When Darktrace says it “takes action on a threat,” it generally means its platform can move beyond just detecting suspicious activity and automatically respond to contain or disrupt the threat—such as isolating a device, slowing or blocking suspicious network traffic, disabling risky user activity, or triggering security workflows—depending on how the system is configured.

AI isn’t about displacing humans.

AI is a powerful tool for handling large-scale data analysis, pattern detection, and repetitive tasks, but it cannot replace human critical thinking. By removing mindless work that does not require judgment, AI frees analysts to focus on what humans do best: applying reasoning, context, and sound decision-making to complex threats.

“AI is a workforce maximizer,” says the Chief Digital and Technology Officer. “It augments our team by monitoring and detecting threats at a scale beyond human capacity while providing the critical context we need to make faster, more confident decisions.

Rather than replacing people, AI is changing how security professionals work. Analysts can reclaim time previously spent on tedious, manual triage to focus on higher priorities and proactive initiatives like advanced threat hunting, strategic risk management, and security enablement and training.

“Aside from risk mitigation, our biggest ROI is in efficiency,” says the Head of Security at global business services provider. “What used to take 90% of our investigation time is now handled automatically, so we can focus on the final 10%, which requires critical thinking."

For SOC teams under pressure, the impact can be transformative, with security leaders reporting significant real-world outcomes using Darktrace Self-Learning AITM, including:

  • Phishing emails reduced by 99%
  • 1 million+ emails autonomously analyzed each month, with no email-based incidents reported
  • Potential threats autonomously neutralized in under four seconds, on average  
  • 99% of investigations conducted autonomously, surfacing only the high-priority 1% of threats for analyst review

How AI optimizes the SOC

To protect the modern enterprise, you absolutely need the right tools,” says CTO at leading European fashion brand. “Without them you’re a victim. With them, you’re a defender. AI and the machine speed detect/response it enables makes it the most critical tool.”

Replacing chaos with clarity and control  

It’s important to note that different AI solutions address different needs. Companies should clearly understand their specific use case and select the solution that best aligns with their goals, requirements, and operational needs.  

When it comes to choosing cybersecurity in a machine-speed threat landscape, time is the most valuable resource. Organizations require AI that can move from insight to action by:

  • Learning an organization’s unique behavioral patterners
  • Correlating signals across domains to detect anomalous activity
  • Prioritizing events and autonomously responding at scale to the vast majority
  • Quarantining high-impact threats until the SOC can investigate
  • Arming analysts with deep, contextual information to accelerate investigations

“Darktrace AI gives us threat detections based on facts, not guesses,” says the Group CIO. “It moves the SOC beyond alert overload to confident, informed decision-making. When Darktrace flags something, we pay attention. False positives are very rare, so we act with speed and confidence without second-guessing.”

Replacing anxiety with confidence and peace of mind

Every missed alert can have real-world consequences.

The strain of maintaining constant vigilance at scale without holistic visibility and automation is taking its toll on security professionals: 66% report increased stress, and nearly half say it’s the reason they’re leaving the field (ISACA).

The CIO at a professional sports organization says that’s not surprising: “If you don’t know what’s going on, anything could be happening. Operating with that level of uncertainty and control is incredibly stressful.”

AI gives SOCs the power to be proactive by unifying telemetry across network, email, identity, and cloud environments to provide a complete picture and a stronger foundation for action. The benefits for analysts, both personally and professionally, are significant:

  • Achieve greater work-life balance: “Knowing that Darktrace has our backs 24/7 and will take immediate action to stop threats  means we can now work normal hours and take vacations without worrying,” says the Chief Digital and Technology Officer.
  • Feel in control with deeper insights: “It not only stops and quarantines threats but also provides the deep context we need to quickly investigate and respond,” explains the Head of Security.  
  • Gain confidence the business is protected 24/7: “We can sleep at night. With Darktrace I’m confident that even with a small team we can protect the business 24/7,” adds the former retail CIO.

The modern SOC: A system of balance

Elevated to a core pillar of business strategy, the modern SOC is now considered:

  • The nerve center of cyber risk and proactive defense
  • The AI-powered command center for operational resilience
  • The strategic hub for contextual decision-making at scale

The SOC has evolved from a reactive center responsible for managing systems into a proactive, frontline defender and strategic business enabler—integral to innovation and growth.

AI is the key to balancing these responsibilities.

“We can only grow as fast as we can secure the business,” says the Head of Security. “AI gives us the speed, scale, and confidence to do both.”

*Metrics are based on the customer’s interview, data and sourced from its monthly Cyber AI Insights reporting.

Continue reading
About the author
The Darktrace Community
Your data. Our AI.
Elevate your network security with Darktrace AI