ブログ
/
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 imageDefault blog imageDefault blog imageDefault blog imageDefault blog imageDefault 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

/

Network

/

April 17, 2026

中国系サイバー作戦の進化 - それはサイバーリスクおよびレジリエンスにとって何を意味するか

Default blog imageDefault blog image

サイバーセキュリティにおいては、これまではインシデント、侵害、キャンペーン、そして脅威グループを中心にリスクを整理してきました。これらの要素は現在も重要です -しかし個別のインシデントにとらわれていては、エコシステム全体の形成を見逃してしまう危険があります。国家が支援する攻撃者グループは、個別の攻撃を実行したり短期的な目標を達成したりするためだけではなく、サイバー作戦を長期的な戦略上の影響力を構築するために使用するようになっています。  

当社の最新の調査レポート、Crimson Echoにおいてもこうした状況にあわせて視点を変えています。キャンペーンやマルウェアファミリー、あるいはアクターのラベルを個別のイベントとして分類するのではなく、ダークトレースの脅威調査チームは中国系グループのアクティビティを長期的に連続した行動として分析しました。このように視野を拡大することで、これらの攻撃者がさまざまな環境内でどのように存在しているか、すなわち、静かに、辛抱強く、持続的に、そして多くのケースにおいて識別可能な「インシデント」が発生するかなり前から下準備をしている様子が明らかになりました。  

中国系サイバー脅威のこれまでの変化

中国系サイバーアクティビティは過去20年間において4つのフェーズで進化してきたと言えます。初期の、ボリュームを重視したオペレーションは1990年代にから2000年代初めに見られ、それが2010年代にはより構造化された、戦略に沿った活動となり、そして現在の高度な適応性を備えた、アイデンティティを中心とした侵入へと進化しています。  

現在のフェーズの特徴は、大規模、攻撃の自制、そして永続化です。攻撃者はアクセスを確立し、その戦略的価値を評価し、維持します。これはより全体的な変化を反映したものです。つまりサイバー作戦は長期的な経済的および地政学的戦略に組み込まれる傾向が強まっているということです。デジタル環境へのアクセス、特に国家の重要インフラやサプライチェーン、先端テクノロジーにつながるものは、ある種の長期的な戦略的影響力と見られるようになりました。  

複雑な問題に対するダークトレースのビヘイビア分析アプローチ

国家が支援するサイバーアクティビティを分析する際、難しい問題の1つはアトリビューションです。従来のアプローチは多くの場合、特定の脅威グループ、マルウェアファミリー、あるいはインフラに判定を依存していました。しかしこれらは絶えず変化するものであり、さらに中国系オペレーションの場合、しばしば重複が見られます。

Crimson Echo は2022年7月から2025年9月の間の3年間にDarktrace運用環境で観測された異常なアクティビティを回顧的に分析した結果です。ビヘイビア検知、脅威ハンティング、オープンソースインテリジェンス、および構造化されたアトリビューションフレームワーク(Darktrace Cybersecurity Attribution Framework)を用いて、数十件の中~高確度の事例を特定し、繰り返し発生しているオペレーションのパターンを分析しました。  

この長期的視野を持ったビヘイビア中心型アプローチにより、ダークトレースは侵入がどのように展開していくかについての一定のパターンを特定することができ、動作のパターンが重要であることがあらためて確認されました。  

データが示していること

分析からいくつかの明確な傾向が浮かび上がりました:

  • 標的は戦略的に重要なセクターに集中していたのです。データセット全体で、侵入の88%は重要インフラと分類される、輸送、重要製造業、政府、医療、ITサービスを含む組織で発生しています。   
  • 戦略的に重要な西側経済圏が主な焦点です。米国だけで、観測されたケースの22.5%を占めており、ドイツ、イタリア、スペイン、および英国を含めた主要なヨーロッパの経済圏と合わせると侵入の半数以上(55%)がこれらの地域に集中しています。  
  • 侵入の63%近くがインターネットに接続されたシステムのエクスプロイトから始まっており、外部に露出したインフラの持続的リスクがあらためて浮き彫りになりました。  

サイバー作戦の2つのモデル

データセット全体で、中国系のアクティビティは2つの作戦モデルに従っていることが確認されました。  

1つ目は“スマッシュアンドグラブ”(強奪)型と表現することができます。これらはスピードのために最適化された短期型の侵入です。攻撃者はすばやく動き  – しばしば48時間以内にデータを抜き出し  – ステルス性よりも規模を重視します。これらの侵害の期間の中央値は10日ほどです。検知の危険を冒しても短期的利益を得ようとしていることが明らかです。  

2つ目は“ローアンドスロー”(低速)型です。これらのオペレーションはデータセット内ではあまり多くありませんでしたが、潜在的影響はより重大です。ここでは攻撃者は持続性を重視し、アイデンティティシステムや正規の管理ツールを通じて永続的なアクセスを確立し、数か月間、場合によっては数年にわたって検知されないままアクセスを維持しようとします。1つの注目すべきケースでは、脅威アクターは環境に完全に侵入して永続性を確立し、600日以上経ってからようやく再浮上した例もありました。このようなオペレーションの一時停止は侵入の深さと脅威アクターの長期的な戦略的意図の両方を表しています。このことはサイバーアクセスが長期にわたって保有し活用するべき戦略的資産であることを示しており、これは最も戦略的に重要なセクターにおいて最もよく見られたパターンです。  

同じ作戦エコシステムにおいて両方のモデルを並行して利用し、標的の価値、緊急性、意図するアクセスに基づいて適切なモデルを選択することも可能だという点に注意することも重要です。“スマッシュアンドグラブ” モデルが見られたからといって諜報活動が失敗したとのみ解釈すべきではなく、むしろ目標に沿った作戦上の選択かもしれないと見るべきでしょう。“ローアンドスロー” 型は粘り強い活動のために最適化され、“スマッシュアンドグラブ” 型はスピードのために最適化されています。どちらも意図的な作戦上の選択と見られ、必ずしも能力を表していません。  

サイバーリスクを再考する

多くの組織にとって、サイバーリスクはいまだに一連の個別のイベントとして位置づけられています。何かが発生し、検知され、封じ込められ、組織はそれを乗り越えて前に進みます。しかし永続的アクセスは、特にクラウド、アイデンティティベースのSaaSやエージェント型システム、そして複雑なサプライチェーンネットワークが相互接続された環境では、重大な持続的露出リスクを作り出します。システムの中断やデータの流出が発生していなくても、そのアクセスによって業務や依存関係、そして戦略的意思決定についての情報を得られるかもしれません。サイバーリスクはますます長期的な競合情報収集に似てきています。

その影響はSOCだけの問題ではありません。組織はガバナンス、可視性、レジリエンスについての考え方を見直し、サイバー露出をインシデント対応の問題ではなく構造的なビジネスリスクとして扱う必要があります。  

次の目標

この調査の目的は、これらの脅威の仕組みについてより明確な理解を提供することにより、防御者がより早期にこれらを識別しより効果的に対応できるようにすることです。これには、インジケーターの追跡からビヘイビアの理解にシフトすること、アイデンティティプロバイダーを重要インフラリスクとして扱うこと、サプライヤーの監視を拡大すること、迅速な封じ込めのための能力に投資すること、などが含まれます。  

ダークトレースの最新調査、”Crimson Echo: ビヘイビア分析を通じて中国系サイバー諜報技術を理解する” についてより詳しく知るには、ビジネスリーダー、CISO、SOCアナリストに向けたCrimson Echoレポートのエグゼクティブサマリーを ここからダウンロードしてください。 

Continue reading
About the author
Nathaniel Jones
VP, Security & AI Strategy, Field CISO

Blog

/

AI

/

April 17, 2026

Why Behavioral AI Is the Answer to Mythos

Default blog imageDefault blog image

How AI is breaking the patch-and-prevent security model

The business world was upended last week by the news that Anthropic has developed a powerful new AI model, Claude Mythos, which poses unprecedented risk because of its ability to expose flaws in IT systems.  

Whether it’s Mythos or OpenAI’s GPT-5.4-Cyber, which was just announced on Tuesday, supercharged AI models in the hands of hackers will allow them to carry out attacks at machine speed, much faster than most businesses can stop them.  

This news underscores a stark reality for all leaders: Patching holes alone is not a sufficient control against modern cyberattacks. You must assume that your software is already vulnerable right now. And while LLMs are very good at spotting vulnerabilities, they’re pretty bad at reliably patching them.

Project Glasswing members say it could take months or years for patches to be applied. While that work is done, enterprises must be protected against Zero-Day attacks, or security holes that are still undiscovered.  

Most cybersecurity strategies today are built like a daily multivitamin: broad, preventative, and designed to keep the system generally healthy over time. Patch regularly. Update software. Reduce known vulnerabilities. It’s necessary, disciplined, and foundational. But it’s also built for a world where the risks are well known and defined, cycles are predictable, and exposure unfolds at a manageable pace.

What happens when that model no longer holds?

The AI cyber advantage: Behavioral AI

The vulnerabilities exposed by AI systems like Mythos aren’t the well-understood risks your “multivitamin” was designed to address. They are transient, fast-emerging entry points that exist just long enough to be exploited.

In that environment, prevention alone isn’t enough. You don’t need more vitamins—you need a painkiller. The future of cybersecurity won’t be defined by how well you maintain baseline health. It will be defined by how quickly you respond when something breaks and every second counts.

That’s why behavioral AI gives businesses a durable cyber advantage. Rather than trying to figure out what the attacker looks like, it learns what “normal” looks like across the digital ecosystem of each individual business.  

That’s exactly how behavioral AI works. It understands the self, or what's normal for the organization, and then it can spot deviations in from normal that are actually early-stage attacks.

The Darktrace approach to cybersecurity

At Darktrace, we’ve been defending our 10,000 customers using behavioral AI cybersecurity developed in our AI Research Centre in Cambridge, U.K.

Darktrace was built on the understanding that attacks do not arrive neatly labeled, and that the most damaging threats often emerge before signatures, indicators, or public disclosures can catch up.  

Our AI algorithms learn in real time from your personalized business data to learn what’s normal for every person and every asset, and the flows of data within your organization. By continuously understanding “normal” across your entire digital ecosystem, Darktrace identifies and contains threats emerging from unknown vulnerabilities and compromised supply chain dependencies, autonomously curtailing attacks at machine speed.  

Security for novel threats

Darktrace is built for a world where AI is not just accelerating attacks, but fundamentally reshaping how they originate. What makes our AI so unique is that it's proven time and again to identify cyber threats before public vulnerability disclosures, such as critical Ivanti vulnerabilities in 2025 and SAP NetWeaver exploitations tied to nation-state threat actors.  

As AI reshapes how vulnerabilities are found and exploited, cybersecurity must be anchored in something more durable than a list of known flaws. It requires a real-time understanding of the business itself: what belongs, what does not, and what must be stopped immediately.

What leaders should do right now

The leadership priority must shift accordingly.

First, stop treating unknown vulnerabilities as an edge case. AI‑driven discovery makes them the norm. Security programs built primarily around known flaws, signatures, and threat intelligence will always lag behind an attacker that is operating in real time.

Second, insist on an understanding of what is actually normal across the business. When threats are novel, labels are useless. The earliest and most reliable signal of danger is abnormal behavior—systems, users, or data flows that suddenly depart from what is expected. If you cannot see that deviation as it happens, you are effectively blind during the most critical window.

Finally, assume that the next serious incident will occur before remediation guidance is available. Ask what happens in those first minutes and hours. The organizations that maintain resilience are not the ones waiting for disclosure cycles to catch up—they are the ones that can autonomously identify and contain emerging threats as they unfold.

This is the reality of cybersecurity in an AI‑shaped world. Patching and prevention remain important foundations, but the advantage now belongs to those who can respond instantly when the unpredictable occurs.

Behavioral AI is security designed not just for known threats, but for the ones that AI will discover next.

[related-resource]

Continue reading
About the author
Ed Jennings
President and CEO
あなたのデータ × DarktraceのAI
唯一無二のDarktrace AIで、ネットワークセキュリティを次の次元へ