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April 8, 2024

Balada Injector: Darktrace’s Investigation into the Malware Exploiting WordPress Vulnerabilities

This blog explores Darktrace’s detection of Balada Injector, a malware known to exploit vulnerabilities in WordPress to gain unauthorized access to networks. Darktrace was able to define numerous use-cases within customer environments which followed previously identified patterns of activity spikes across multiple weeks.
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
Justin Torres
Cyber Analyst
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08
Apr 2024

Introduction

With millions of users relying on digital platforms in their day-to-day lives, and organizations across the world depending on them for their business operations, they have inevitably also become a prime target for threat actors. The widespread exploitation of popular services, websites and platforms in cyber-attacks highlights the pervasive nature of malicious actors in today’s threat landscape.

A prime illustration can be seen within the content management system WordPress. Its widespread use and extensive plug-in ecosystem make it an attractive target for attackers aiming to breach networks and access sensitive data, thus leading to routine exploitation attempts. In the End of Year Threat Report for 2023, for example, Darktrace reported that a vulnerability in one WordPress plug-in, namely an authentication bypass vulnerability in miniOrange's Social Login and Register. Darktrace observed it as one of the most exploited vulnerabilities observed across its customer base in the latter half of 2023.

Between September and October 2023, Darktrace observed a string of campaign-like activity associated with Balada Injector, a malware strain known to exploit vulnerabilities in popular plug-ins and themes on the WordPress platform in order to inject a backdoor to provide further access to affected devices and networks. Thanks to its anomaly-based detection, Darktrace DETECT™ was able to promptly identify suspicious connections associated with the Balada Injector, ensuring that security teams had full visibility over potential post-compromise activity and allowing them to act against offending devices.

What is Balada Injector?

The earliest signs of the Balada Injector campaign date back to 2017; however, it was not designated the name Balada Injector until December 2022 [1]. The malware utilizes plug-ins and themes in WordPress to inject a backdoor that redirects end users to malicious and fake sites. It then exfiltrates sensitive information, such as database credentials, archive files, access logs and other valuable information which may not be properly secured [1]. Balada Injector compromise activity is also reported to arise in spikes of activity that emerge every couple of weeks [4].

In its most recent attack activity patterns, specifically in September 2023, Balada Injector exploited a cross-site scripting (XSS) vulnerability in CVE-2023-3169 associated with the tagDiv composer plug-in. Some of the injection methods observed included HTML injections, database injections, and arbitrary file injections. In late September 2023, a similar pattern of behavior was observed, with the ability to plant a backdoor that could execute PHP code and install a malicious WordPress plug-in, namely ‘wp-zexit’.

According to external security researchers [2], the most recent infection activity spikes for Balada Injector include the following:

Pattern 1: ‘stay.decentralappps[.]com’ injections

Pattern 2: Autogenerated malicious WordPress users

Pattern 3: Backdoors in the Newspaper theme’s 404.php file

Pattern 4: Malicious ‘wp-zexit’ plug-in installation

Pattern 5: Three new Balada Injector domains (statisticscripts[.]com, dataofpages[.]com, and listwithstats[.]com)

Pattern 6: Promsmotion[.]com domain

Darktrace’s Coverage of Balada Injector

Darktrace detected devices across multiple customer environments making external connections to the malicious Balada Injector domains, including those associated with aforementioned six infection activity patterns. Across the incidents investigated by Darktrace, much of the activity appeared to be associated with TLS/SSL connectivity, related to Balada Injector endpoints, which correlated with the reported infection patterns of this malware. The observed hostnames were all recently registered and, in most cases, had IP geolocations in either the Netherlands or Ukraine.

In the observed cases of Balada Injector across the Darktrace fleet, Darktrace RESPOND™ was not active on the affected customer environments. If RESPOND had been active and enabled in autonomous response mode at the time of these attacks, it would have been able to quickly block connections to malicious Balada Injector endpoints as soon as they were identified by DETECT, thereby containing the threat.

Looking within the aforementioned activity patterns, Darktrace identified a Balada Injector activity within a customer’s environment on October 16, 2023, when a device was observed making a total of 9 connection attempts to ‘sleep[.]stratosbody[.]com’, a domain that had previously been associated with the malware [2]. Darktrace recognized that the endpoint had never been seen on the network, with no other devices having connected to it previously, thus treated it as suspicious.

Figure 1: The connection details above demonstrate 100% rare external connections were made from the internal device to the ‘sleep[.]stratosbody[.]com’ endpoint.

Similarly, on September 21, 2023, Darktrace observed a device on another customer network connecting to an external IP that had never previously been observed on the environment, 111.90.141[.]193. The associated server name was a known malicious endpoint, ‘stay.decentralappps[.]com’, known to be utilized by Balada Injector to host malicious scripts used to compromise WordPress sites. Although the ‘stay.decentralappps[.]com’ domain was only registered in September 2023, it was reportedly used in the redirect chain of the aforementioned stratosbody[.com] domain [2]. Such scripts can be used to upload backdoors, including malicious plug-ins, and create blog administrators who can perform administrative tasks without having to authenticate [2].

Figure 2: Advance Search results displaying the metadata logs surrounding the unusual connections to ‘stay.decentralappps[.]com’. A total of nine HTTP CONNECT requests were observed, with status messages “Proxy Authorization Required” and “Connection established”.

Darktrace observed additional connections within the same customer’s environment on October 10 and October 18, specifically SSL connections from two distinct source devices to the ‘stay.decentralappps[.]com’ endpoint. Within these connections, Darktrace observed the normalized JA3 fingerprints, “473f0e7c0b6a0f7b049072f4e683068b” and “aa56c057ad164ec4fdcb7a5a283be9fc”, the latter of which corresponds to GitHub results mentioning a Python client (curl_cffi) that is able to impersonate the TLS signatures of browsers or JA3 fingerprints [8].

Figure 3: Advanced Search query results showcasing Darktrace’s detection of SSL connections to ‘stay.decentralappps[.]com over port 443.

On September 29, 2023, a device on a separate customer’s network was observed connecting to the hostname ‘cdn[.]dataofpages[.]com’, one of the three new Balada Injector domains identified as part of the fifth pattern of activity outlined above, using a new SSL certificate via port 443. Multiple open-source intelligence (OSINT) vendors flagged this domain as malicious and associated with Balada Injector malware [9].

Figure 4: The Model Breach Event Log detailing the Balada Injector-related connections observed causing the ‘Anomalous External Activity from Critical Network Device’ DETECT model to breach.

On October 2, 2023, Darktrace observed the device of another customer connecting to the rare hostname, ‘js.statisticscripts[.]com’ with the IP address 185.39.206[.]161, both of which had only been registered in late September and are known to be associated with the Balada Injector.

Figure 5: Model Breach Event Log detailing connections to the hostname ‘js.statisticscripts[.]com’ over port 137.

On September 13, 2023, Darktrace identified a device on another customer’s network connecting to the Balada Injector endpoint ‘stay.decentralappps[.]com’ endpoint, with the destination IP 1.1.1[.]1, using the SSL protocol. This time, however, Darktrace also observed the device making subsequent connections to ‘get.promsmotion[.]com’ a subdomain of the ‘promsmotion[.]com’ domain. This domain is known to be used by Balada Injector actors to host malicious scripts that can be injected into the WordPress Newspaper theme as potential backdoors to be leveraged by attackers.

In a separate case observed on September 14, Darktrace identified a device on another environment connecting to the domain ‘collect[.]getmygateway[.]com’ with the IP 88.151.192[.]254. No other device on the customer’s network had visited this endpoint previously, and the device in question was observed repeatedly connecting to it via port 443 over the course of four days. While this specific hostname had not been linked with a specific activity pattern of Balada Injector, it was reported as previously associated with the malware in September 2023 [2].

Figure 6: Model Breach Event Log displaying a customer device making repeated connections to the endpoint ‘collect[.]getmygateway[.]com’, breaching the DETECT model ‘Repeating Connections Over 4 Days’.

In addition to DETECT’s identification of this suspicious activity, Darktrace’s Cyber AI Analyst™ also launched its own autonomous investigation into the connections. AI Analyst was able to recognize that these separate connections that took place over several days were, in fact, connected and likely represented command-and-control (C2) beaconing activity that had been taking place on the customer networks.

By analyzing the large number of external connections taking place on a customer’s network at any one time, AI Analyst is able to view seemingly isolated events as components of a wider incident, ensuring that customers maintain full visibility over their environments and any emerging malicious activity.

Figure 7: Cyber AI Analyst investigation detailing the SSL connectivity observed, including endpoint details and overall summary of the beaconing activity.

Conclusion

While Balada Injector’s tendency to interchange C2 infrastructure and utilize newly registered domains may have been able to bypass signature-based security measures, Darktrace’s anomaly-based approach enabled it to swiftly identify affected devices across multiple customer environments, without needing to update or retrain its models to keep pace with the evolving iterations of WordPress vulnerabilities.

Unlike traditional measures, Darktrace DETECT’s Self-Learning AI focusses on behavioral analysis, crucial for identifying emerging threats like those exploiting commonly used platforms such as WordPress. Rather than relying on historical threat intelligence or static indicators of compromise (IoC) lists, Darktrace identifies the subtle deviations in device behavior, such as unusual connections to newly registered domains, that are indicative of network compromise.

Darktrace’s suite of products, including DETECT+RESPOND, is uniquely positioned to proactively identify and contain network compromises from the onset, offering vital protection against disruptive cyber-attacks.

Credit to: Justin Torres, Cyber Analyst, Nahisha Nobregas, Senior Cyber Analyst

Appendices

Darktrace DETECT Model Coverage

  • Anomalous Server Activity / Anomalous External Activity from Critical Network Device
  • Anomalous Connection / Anomalous SSL without SNI to New External
  • Anomalous Connection / Rare External SSL Self-Signed
  • Compliance / Possible DNS Over HTTPS/TLS
  • Compliance / External Windows Communications
  • Compromise / Repeating Connections Over 4 Days
  • Compromise / Beaconing Activity To External Rare
  • Compromise / SSL Beaconing to Rare Destination
  • Compromise / HTTP Beaconing to Rare Destination
  • Compromise / Suspicious TLS Beaconing To Rare External
  • Compromise / Large DNS Volume for Suspicious Domain
  • Anomalous Server Activity / Outgoing from Server
  • Anomalous Server Activity / Rare External from Server
  • Device / Suspicious Domain

List of IoCs

IoC - Type - Description + Confidence

collect[.]getmygateway[.]com - Hostname - Balada C2 Endpoint

cdn[.]dataofpages[.]com - Hostname - Balada C2 Endpoint

stay[.]decentralappps[.]com - Hostname - Balada C2 Endpoint

get[.]promsmotion[.]com - Hostname - Balada C2 Endpoint

js[.]statisticscripts[.]com - Hostname - Balada C2 Endpoint

sleep[.]stratosbody[.]com - Hostname - Balada C2 Endpoint

trend[.]stablelightway[.]com - Hostname - Balada C2 Endpoint

cdn[.]specialtaskevents[.]com - Hostname - Balada C2 Endpoint

88.151.192[.]254 - IP Address - Balada C2 Endpoint

185.39.206[.]160 - IP Address - Balada C2 Endpoint

111.90.141[.]193 - IP Address - Balada C2 Endpoint

185.39.206[.]161 - IP Address - Balada C2 Endpoint

2.59.222[.]121 - IP Address - Balada C2 Endpoint

80.66.79[.]253 - IP Address - Balada C2 Endpoint

Mozilla/5.0 (Windows NT 10.0; Win64; x64; rv:68.0) - User Agent - Observed User Agent in Balada C2 Connections

Gecko/20100101 Firefox/68.0 - User Agent - Observed User Agent in Balada C2 Connections

Mozilla/5.0 (Windows NT 10.0; Win64; x64) - User Agent - Observed User Agent in Balada C2 Connections

AppleWebKit/537.36 (KHTML, like Gecko) - User Agent - Observed User Agent in Balada C2 Connections

Chrome/117.0.0.0 - User Agent - Observed User Agent in Balada C2 Connections

Safari/537.36 - User Agent - Observed User Agent in Balada C2 Connections

Edge/117.0.2045.36 - User Agent - Observed User Agent in Balada C2 Connections

MITRE ATT&CK Mapping

Technique - Tactic - ID - Sub Technique

Exploit Public-Facing Application

INITIAL ACCESS

T1190

Web Protocols

COMMAND AND CONTROL

T1071.001

T1071

Protocol Tunneling

COMMAND AND CONTROL

T1572


Default Accounts

DEFENSE EVASION, PERSISTENCE, PRIVILEGE ESCALATION, INITIAL ACCESS

T1078.001

T1078

Domain Accounts

DEFENSE EVASION, PERSISTENCE, PRIVILEGE ESCALATION, INITIAL ACCESS

T1078.002

T1078

External Remote Services

PERSISTENCE, INITIAL ACCESS

T1133

NA

Local Accounts

DEFENSE EVASION, PERSISTENCE, PRIVILEGE ESCALATION, INITIAL ACCESS

T1078.003

T1078

Application Layer Protocol

COMMAND AND CONTROL

T1071

NA

Browser Extensions

PERSISTENCE

T1176

NA

Encrypted Channel

COMMAND AND CONTROL

T1573

Fallback Channels

COMMAND AND CONTROL

T1008

Multi-Stage Channels

COMMAND AND CONTROL

T1104

Non-Standard Port

COMMAND AND CONTROL

T1571

Supply Chain Compromise

INITIAL ACCESS ICS

T0862

Commonly Used Port

COMMAND AND CONTROL ICS

T0885

References

[1] https://blog.sucuri.net/2023/04/balada-injector-synopsis-of-a-massive-ongoing-wordpress-malware-campaign.html

[2] https://blog.sucuri.net/2023/10/balada-injector-targets-unpatched-tagdiv-plugin-newspaper-theme-wordpress-admins.html

[3] https://securityboulevard.com/2021/05/wordpress-websites-redirecting-to-outlook-phishing-pages-travelinskydream-ga-track-lowerskyactive/

[4] https://thehackernews.com/2023/10/over-17000-wordpress-sites-compromised.html

[5] https://www.bleepingcomputer.com/news/security/over-17-000-wordpress-sites-hacked-in-balada-injector-attacks-last-month/

[6]https://nvd.nist.gov/vuln/detail/CVE-2023-3169

[7] https://www.geoedge.com/balda-injectors-2-0-evading-detection-gaining-persistence/

[8] https[:]//github[.]com/yifeikong/curl_cffi/blob/master/README.md

[9] https://www.virustotal.com/gui/domain/cdn.dataofpages.com

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
Justin Torres
Cyber Analyst

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November 28, 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 28, 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.

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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