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May 1, 2025

SocGholish: From loader and C2 activity to RansomHub deployment

In early 2025, Darktrace uncovered SocGholish-to-RansomHub intrusion chains, including loader and C2 activity, alongside credential harvesting via WebDAV and SCF abuse. Learn more about SocGholish and its kill chain here!
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
Christina Kreza
Cyber Analyst
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01
May 2025

Over the past year, a clear pattern has emerged across the threat landscape: ransomware operations are increasingly relying on compartmentalized affiliate models. In these models, initial access brokers (IABs) [6], malware loaders, and post-exploitation operators work together.

Due to those specialization roles, a new generation of loader campaigns has risen. Threat actors increasingly employ loader operators to quietly establish footholds on the target network. These entities then hand off access to ransomware affiliates. One loader that continues to feature prominently in such campaigns is SocGholish.

What is SocGholish?

SocGholish is a loader malware that has been utilized since at least 2017 [7].  It has long been associated with fake browser updates and JavaScript-based delivery methods on infected websites.

Threat actors often target outdated or poorly secured CMS-based websites like WordPress. Through unpatched plugins, or even remote code execution flaws, they inject malicious JavaScript into the site’s HTML, templates or external JS resources [8].  Historically, SocGholish has functioned as a first-stage malware loader, ultimately leading to deployment of Cobalt Strike beacons [9], and further facilitating access persistence to corporate environments. More recently, multiple security vendors have reported that infections involving SocGholish frequently lead to the deployment of RansomHub ransomware [3] [5].

This blog explores multiple instances within Darktrace's customer base where SocGholish deployment led to subsequent network compromises. Investigations revealed indicators of compromise (IoCs) similar to those identified by external security researchers, along with variations in attacker behavior post-deployment. Key innovations in post-compromise activities include credential access tactics targeting authentication mechanisms, particularly through the abuse of legacy protocols like WebDAV and SCF file interactions over SMB.

Initial access and execution

Since January 2025, Darktrace’s Threat Research team observed multiple cases in which threat actors leveraged the SocGholish loader for initial access. Malicious actors commonly deliver SocGholish by compromising legitimate websites by injecting malicious scripts into the HTML of the affected site. When the visitor lands on an infected site, they are typically redirected to a fake browser update page, tricking them into downloading a ZIP file containing a JavaScript-based loader [1] [2]. In one case, a targeted user appears to have visited the compromised website garagebevents[.]com (IP: 35.203.175[.]30), from which around 10 MB of data was downloaded.

Device Event Log showing connections to the compromised website, following by connections to the identified Keitaro TDS instances.
Figure 1: Device Event Log showing connections to the compromised website, following by connections to the identified Keitaro TDS instances.

Within milliseconds of the connection establishment, the user’s device initiated several HTTPS sessions over the destination port 443 to the external endpoint 176.53.147[.]97, linked to the following Keitaro TDS domains:

  • packedbrick[.]com
  • rednosehorse[.]com
  • blackshelter[.]org
  • blacksaltys[.]com

To evade detection, SocGholish uses highly obfuscated code and relies on traffic distribution systems (TDS) [3].  TDS is a tool used in digital and affiliate marketing to manage and distribute incoming web traffic based on predefined rules. More specifically, Keitaro is a premium self-hosted TDS frequently utilized by attackers as a payload repository for malicious scripts following redirects from compromised sites. In the previously noted example, it appears that the device connected to the compromised website, which then retrieved JavaScript code from the aforementioned Keitaro TDS domains. The script served by those instances led to connections to the endpoint virtual.urban-orthodontics[.]com (IP: 185.76.79[.]50), successfully completing SocGholish’s distribution.

Advanced Search showing connections to the compromised website, following by those to the identified Keitaro TDS instances.
Figure 2: Advanced Search showing connections to the compromised website, following by those to the identified Keitaro TDS instances.

Persistence

During some investigations, Darktrace researchers observed compromised devices initiating HTTPS connections to the endpoint files.pythonhosted[.]org (IP: 151.101.1[.]223), suggesting Python package downloads. External researchers have previously noted how attackers use Python-based backdoors to maintain access on compromised endpoints following initial access via SocGholish [5].

Credential access and lateral movement

Credential access – external

Darktrace researchers identified observed some variation in kill chain activities following initial access and foothold establishment. For example, Darktrace detected interesting variations in credential access techniques. In one such case, an affected device attempted to contact the rare external endpoint 161.35.56[.]33 using the Web Distributed Authoring and Versioning (WebDAV) protocol. WebDAV is an extension of the HTTP protocol that allows users to collaboratively edit and manage files on remote web servers. WebDAV enables remote shares to be mounted over HTTP or HTTPS, similar to how SMB operates, but using web-based protocols. Windows supports WebDAV natively, which means a UNC path pointing to an HTTP or HTTPS resource can trigger system-level behavior such as authentication.

In this specific case, the system initiated outbound connections using the ‘Microsoft-WebDAV-MiniRedir/10.0.19045’ user-agent, targeting the URI path of /s on the external endpoint 161.35.56[.]33. During these requests, the host attempted to initiate NTML authentication and even SMB sessions over the web, both of which failed. Despite the session failures, these attempts also indicate a form of forced authentication. Forced authentication exploits a default behavior in Windows where, upon encountering a UNC path, the system will automatically try to authenticate to the resource using NTML – often without any user interaction. Although no files were directly retrieved, the WebDAV server was still likely able to retrieve the user’s NTLM hash during the session establishment requests, which can later be used by the adversary to crack the password offline.

Credential access – internal

In another investigated incident, Darktrace observed a related technique utilized for credential access and lateral movement. This time, the infected host uploaded a file named ‘Thumbs.scf’ to multiple internal SMB network shares. Shell Command File ( SCF) is a legacy Windows file format used primarily for Windows Explorer shortcuts. These files contain instructions for rendering icons or triggering shell commands, and they can be executed implicitly when a user simply opens a folder containing the file – no clicks required.

The ‘Thumbs.scf’ file dropped by the attacker was crafted to exploit this behavior. Its contents included a [Shell] section with the Command=2 directive and an IconFile path pointing to a remote UNC resource on the same external endpoint, 161.35.56[.]33, seen in the previously described case – specifically, ‘\\161.35.56[.]33\share\icon.ico’. When a user on the internal network navigates to the folder containing the SCF file, their system will automatically attempt to load the icon. In doing so, the system issues a request to the specified UNC path, which again prompts Windows to initiate NTML authentication.

This pattern of activity implies that the attacker leveraged passive internal exposure; users who simply browsed a compromised share would unknowingly send their NTML hashes to an external attacker-controlled host. Unlike the WebDAV approach, which required initiating outbound communication from the infected host, this SCF method relies on internal users to interact with poisoned folders.

Figure 3: Contents of the file 'Thumbs.scf' showing the UNC resource hosted on the external endpoint.
Figure 3: Contents of the file 'Thumbs.scf' showing the UNC resource hosted on the external endpoint.

Command-and-control

Following initial compromise, affected devices would then attempt outbound connections using the TLS/SSL protocol over port 443 to different sets of command-and-control (C2) infrastructure associated with SocGholish. The malware frequently uses obfuscated JavaScript loaders to initiate its infection chain, and once dropped, the malware communicates back to its infrastructure over standard web protocols, typically using HTTPS over port 443. However, this set of connections would precede a second set of outbound connections, this time to infrastructure linked to RansomHub affiliates, possibly facilitating the deployed Python-based backdoor.

Connectivity to RansomHub infrastructure relied on defense evasion tactics, such as port-hopping. The idea behind port-hopping is to disguise C2 traffic by avoiding consistent patterns that might be caught by firewalls, and intrusion detection systems. By cycling through ephemeral ports, the malware increases its chances of slipping past basic egress filtering or network monitoring rules that only scrutinize common web traffic ports like 443 or 80. Darktrace analysts identified systems connecting to destination ports such as 2308, 2311, 2313 and more – all on the same destination IP address associated with the RansomHub C2 environment.

Figure 4: Advanced Search connection logs showing connections over destination ports that change rapidly.

Conclusion

Since the beginning of 2025, Darktrace analysts identified a campaign whereby ransomware affiliates leveraged SocGholish to establish network access in victim environments. This activity enabled multiple sets of different post exploitation activity. Credential access played a key role, with affiliates abusing WebDAV and NTML over SMB to trigger authentication attempts. The attackers were also able to plant SCF files internally to expose NTML hashes from users browsing shared folders. These techniques evidently point to deliberate efforts at early lateral movement and foothold expansion before deploying ransomware. As ransomware groups continue to refine their playbooks and work more closely with sophisticated loaders, it becomes critical to track not just who is involved, but how access is being established, expanded, and weaponized.

Credit to Chrisina Kreza (Cyber Analyst) and Adam Potter (Senior Cyber Analyst)

[related-resource]

Appendices

Darktrace / NETWORK model alerts

·       Anomalous Connection / SMB Enumeration

·       Anomalous Connection / Multiple Connections to New External TCP Port

·       Anomalous Connection / Multiple Failed Connections to Rare Endpoint

·       Anomalous Connection / New User Agent to IP Without Hostname

·       Compliance / External Windows Communication

·       Compliance / SMB Drive Write

·       Compromise / Large DNS Volume for Suspicious Domain

·       Compromise / Large Number of Suspicious Failed Connections

·       Device / Anonymous NTML Logins

·       Device / External Network Scan

·       Device / New or Uncommon SMB Named Pipe

·       Device / SMB Lateral Movement

·       Device / Suspicious SMB Activity

·       Unusual Activity / Unusual External Activity

·       User / Kerberos Username Brute Force

MITRE ATT&CK mapping

·       Credential Access – T1187 Forced Authentication

·       Credential Access – T1110 Brute Force

·       Command and Control – T1071.001 Web Protocols

·       Command and Control – T1571 Non-Standard Port

·       Discovery – T1083 File and Directory Discovery

·       Discovery – T1018 Remote System Discovery

·       Discovery – T1046 Network Service Discovery

·       Discovery – T1135 Network Share Discovery

·       Execution – T1059.007 JavaScript

·       Lateral Movement – T1021.002 SMB/Windows Admin Shares

·       Resource Deployment – T1608.004 Drive-By Target

List of indicators of compromise (IoCs)

·       garagebevents[.]com – 35.203.175[.]30 – Possibly compromised website

·       packedbrick[.]com – 176.53.147[.]97 – Keitaro TDS Domains used for SocGholish Delivery

·       rednosehorse[.]com – 176.53.147[.]97 – Keitaro TDS Domains used for SocGholish Delivery

·       blackshelter[.]org – 176.53.147[.]97 – Keitaro TDS Domains used for SocGholish Delivery

·       blacksaltys[.]com – 176.53.147[.]97 – Keitaro TDS Domains used for SocGholish Delivery

·       virtual.urban-orthodontics[.]com – 185.76.79[.]50

·       msbdz.crm.bestintownpro[.]com – 166.88.182[.]126 – SocGholish C2

·       185.174.101[.]240 – RansomHub Python C2

·       185.174.101[.]69 – RansomHub Python C2

·       108.181.182[.]143 – RansomHub Python C2

References

[1] https://www.checkpoint.com/cyber-hub/threat-prevention/what-is-malware/socgholish-malware/

[2] https://intel471.com/blog/threat-hunting-case-study-socgholish

[3] https://www.trendmicro.com/en_us/research/25/c/socgholishs-intrusion-techniques-facilitate-distribution-of-rans.html

[4] https://www.proofpoint.com/us/blog/threat-insight/update-fake-updates-two-new-actors-and-new-mac-malware

[5] https://www.guidepointsecurity.com/blog/ransomhub-affiliate-leverage-python-based-backdoor/

[6] https://www.cybereason.com/blog/how-do-initial-access-brokers-enable-ransomware-attacks

[7] https://attack.mitre.org/software/S1124/

[8] https://expel.com/blog/incident-report-spotting-socgholish-wordpress-injection/

[9] https://www.esentire.com/blog/socgholish-to-cobalt-strike-in-10-minutes

Get the latest insights on emerging cyber threats

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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
Christina Kreza
Cyber Analyst

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November 27, 2025

From Amazon to Louis Vuitton: How Darktrace Detects Black Friday Phishing Attacks

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Why Black Friday Drives a Surge in Phishing Attacks

In recent years, Black Friday has shifted from a single day of online retail sales and discounts to an extended ‘Black Friday Week’, often preceded by weeks of online hype. During this period, consumers are inundated with promotional emails and marketing campaigns as legitimate retailers compete for attention.

Unsurprisingly, this surge in legitimate communications creates an ideal environment for threat actors to launch targeted phishing campaigns designed to mimic legitimate retail emails. These campaigns often employ social engineering techniques that exploit urgency, exclusivity, and consumer trust in well-known brands, tactics designed to entice recipients into opening emails and clicking on malicious links.

Additionally, given the seasonal nature of Black Friday and the ever-changing habits of consumers, attackers adopt new tactics and register fresh domains each year, rather than reusing domains previously flagged as spam or phishing endpoints. While this may pose a challenge for traditional email security tools, it presents no such difficulty for Darktrace / EMAIL and its anomaly-based approach.

In the days and weeks leading up to ‘Black Friday’, Darktrace observed a spike in sophisticated phishing campaigns targeting consumers, demonstrating how attackers combine phycological manipulation with technical evasion to bypass basic security checks during this high-traffic period. This blog showcases several notable examples of highly convincing phishing emails detected and contained by Darktrace / EMAIL in mid to late November 2025.

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

The impersonation major online retailers has become a common tactic in retail-focused attacks, none more so than Amazon, which ranked as the fourth most impersonated brand in 2024, only behind Microsoft, Apple, Google, and Facebook [1]. Darktrace’s own research found Amazon to be the most mimicked brand, making up 80% of phishing attacks in its analysis of global consumer brands.

When faced with an email that appears to come from a trusted sender like Amazon, recipients are far more likely to engage, increasing the success rate of these phishing campaigns.

In one case observed on November 16, Darktrace detected an email with the subject line “NOW LIVE: Amazon’s Best Early Black Friday Deals on Gadgets Under $60”. The email was sent to a customer by the sender ‘Deal Watchdogs’, in what appeared to be an attempt to masquerade as a legitimate discount-finding platform. No evidence indicated that the company was legitimate. In fact, the threat actor made no attempt to create a convincing name, and the domain appeared to be generated by a domain generation algorithm (DGA), as shown in Figure 2.

Although the email was sent by ‘Deal Watchdogs’, it attempted to impersonate Amazon by featuring realistic branding, including the Amazon logo and a shade of orange similar to that used by them for the ‘CLICK HERE’ button and headline text.

Figure 1: The contents of the email observed by Darktrace, featuring authentic-looking Amazon branding.

Darktrace identified that the email, marked as urgent by the sender, contained a suspicious link to a Google storage endpoint (storage.googleapis[.]com), which had been hidden by the text “CLICK HERE”. If clicked, the link could have led to a credential harvester or served as a delivery vector for a malicious payload hosted on the Google storage platform.

Fortunately, Darktrace immediately identified the suspicious nature of this email and held it before delivery, preventing recipients from ever receiving or interacting with the malicious content.

Figure 2: Darktrace / EMAIL’s detection of the malicious phishing email sent to a customer.

Around the same time, Darktrace detected a similar email attempting to spoof Amazon on another customer’s network with the subject line “Our 10 Favorite Deals on Amazon That Started Today”, also sent by ‘Deal Watchdogs,’ suggesting a broader campaign.

Analysis revealed that this email originated from the domain petplatz[.]com, a fake marketing domain previously linked to spam activity according to open-source intelligence (OSINT) [2].

Brand Impersonation: Louis Vuitton

A few days later, on November 20, Darktrace / EMAIL detected a phishing email attempting to impersonate the luxury fashion brand Louis Vuitton. At first glance, the email, sent under the name ‘Louis Vuitton’ and titled “[Black Friday 2025] Discover Your New Favorite Louis Vuitton Bag – Elegance Starts Here”, appeared to be a legitimate Black Friday promotion. However, Darktrace’s analysis uncovered several red flags indicating a elaborate brand impersonation attempt.

The email was not sent by Louis Vuitton but by rskkqxyu@bookaaatop[.]ru, a Russia-based domain never before observed on the customer’s network. Darktrace flagged this as suspicious, noting that .ru domains were highly unusual for this recipient’s environment, further reinforcing the likelihood of malicious intent. Subsequent analysis revealed that the domain had only recently registered and was flagged as malicious by multiple OSINT sources [3].

Figure 3: Darktrace / EMAIL’s detection of the malicious email attempting to spoofLouis Vuitton, originating from a suspicious Russia-based domain.

Darktrace further noted that the email contained a highly suspicious link hidden behind the text “View Collection” and “Unsubscribe,” ensuring that any interaction, whether visiting the supposed ‘handbag store’ or attempting to opt out of marketing emails, would direct recipients to the same endpoint. The link resolved to xn--80aaae9btead2a[.]xn--p1ai (топааабоок[.]рф), a domain confirmed as malicious by multiple OSINT sources [4]. At the time of analysis, the domain was inaccessible, likely due to takedown efforts or the short-lived nature of the campaign.

Darktrace / EMAIL blocked this email before it reached customer inboxes, preventing recipients from interacting with the malicious content and averting any disruption.

Figure 4: The suspicious domain linked in the Louis Vuitton phishing email, now defunct.

Too good to be true?

Aside from spoofing well-known brands, threat actors frequently lure consumers with “too good to be true” luxury offers, a trend Darktrace observed in multiple cases throughout November.

In one instance, Darktrace identified an email with the subject line “[Black Friday 2025] Luxury Watches Starting at $250.” Emails contained a malicious phishing link, hidden behind text like “Rolex Starting from $250”, “Shop Now”, and “Unsubscribe”.

Figure 5: Example of a phishing email detected by Darktrace, containing malicious links concealed behind seemingly innocuous text.

Similarly to the Louis Vuitton email campaign described above, this malicious link led to a .ru domain (hxxps://x.wwwtopsalebooks[.]ru/.../d65fg4er[.]html), which had been flagged as malicious by multiple sources [5].

Figure 6: Darktrace / EMAIL’s detection of a malicious email promoting a fake luxury watch store, which was successfully held from recipient inboxes.

If accessed, this domain would redirect users to luxy-rox[.]com, a recently created domain (15 days old at the time of writing) that has also been flagged as malicious by OSINT sources [6]. When visited, the redirect domain displayed a convincing storefront advertising high-end watches at heavily discounted prices.

Figure 7: The fake storefront presented upon visiting the redirectdomain, luxy-rox[.]com.

Although the true intent of this domain could not be confirmed, it was likely a scam site or a credential-harvesting operation, as users were required to create an account to complete a purchase. As of the time or writing, the domain in no longer accessible .

This email illustrates a layered evasion tactic: attackers employed multiple domains, rapid domain registration, and concealed redirects to bypass detection. By leveraging luxury branding and urgency-driven discounts, the campaign sought to exploit seasonal shopping behaviors and entice victims into clicking.

Staying Protected During Seasonal Retail Scams

The investigation into these Black Friday-themed phishing emails highlights a clear trend: attackers are exploiting seasonal shopping events with highly convincing campaigns. Common tactics observed include brand impersonation (Amazon, Louis Vuitton, luxury watch brands), urgency-driven subject lines, and hidden malicious links often hosted on newly registered domains or cloud services.

These campaigns frequently use redirect chains, short-lived infrastructure, and psychological hooks like exclusivity and luxury appeal to bypass user scepticism and security filters. Organizations should remain vigilant during retail-heavy periods, reinforcing user awareness training, link inspection practices, and anomaly-based detection to mitigate these evolving threats.

Credit to Ryan Traill (Analyst Content Lead) and Owen Finn (Cyber Analyst)

Appendices

References

1.        https://keepnetlabs.com/blog/top-5-most-spoofed-brands-in-2024

2.        https://www.virustotal.com/gui/domain/petplatz.com

3.        https://www.virustotal.com/gui/domain/bookaaatop.ru

4.        https://www.virustotal.com/gui/domain/xn--80aaae9btead2a.xn--p1ai

5.        https://www.virustotal.com/gui/url/e2b868a74531cd779d8f4a0e1e610ec7f4efae7c29d8b8ab32c7a6740d770897?nocache=1

6.        https://www.virustotal.com/gui/domain/luxy-rox.com

Indicators of Compromise (IoCs)

IoC – Type – Description + Confidence

petplatz[.]com – Hostname – Spam domain

bookaaatop[.]ru – Hostname – Malicious Domain

xn--80aaae9btead2a[.]xn--p1ai (топааабоок[.]рф) – Hostname - Malicious Domain

hxxps://x.wwwtopsalebooks[.]ru/.../d65fg4er[.]html) – URL – Malicious Domain

luxy-rox[.]com – Hostname -  Malicious Domain

MITRE ATT&CK Mapping  

Tactic – Technique – Sub-Technique  

Initial Access - Phishing – (T1566)  

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About the author
Ryan Traill
Analyst Content Lead

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November 27, 2025

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

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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]

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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