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June 25, 2024

Let the Dominos Fall! SOC and IR Metrics for ROI

Vendors are scrambling to compare MTTD metrics laid out in the latest MITRE Engenuity ATT&CK® Evaluations. But this analysis is reductive, ignoring the fact that in cybersecurity, there are far more metrics that matter.
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
John Bradshaw
Sr. Director, Technical Marketing
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25
Jun 2024

One of the most enjoyable discussions (and debates) I engage in is the topic of Security Operations Center (SOC) and Incident Response (IR) metrics to measure and validate an organization’s Return on Investment (ROI). The debate part comes in when I hear vendor experts talking about “the only” SOC metrics that matter, and only list the two most well-known, while completely ignoring metrics that have a direct causal relationship.

In this blog, I will discuss what I believe are the SOC/IR metrics that matter, how each one has a direct impact on the others, and why organizations should ensure they are working towards the goal of why these metrics are measured in the first place: Reduction of Risk and Costs.

Reduction of Risk and Costs

Every security solution and process an organization puts in place should reduce the organization’s risk of a breach, exposure by an insider threat, or loss of productivity. How an organization realizes net benefits can be in several ways:

  • Improved efficiencies can result in SOC/IR staff focusing on other areas such as advanced threat hunting rather than churning through alerts on their security consoles. It may also help organizations dealing with the lack of skilled security staff by using Artificial Intelligence (AI) and automated processes.
  • A well-oiled SOC/IR team that has greatly reduced or even eliminated mundane tasks attracts, motivates, and retains talent resulting in reduced hiring and training costs.
  • The direct impact of a breach such as a ransomware attack can be devastating. According to the 2024 Data Breach Investigations Report by Verizon, MGM Resorts International reported the ALPHV ransomware cost the company approximately $100 million[1].
  • Failure to take appropriate steps to protect the organization can result in regulatory fines; and if an organization has, or is considering, purchasing Cyber Insurance, can result in declined coverage or increased premiums.

How does an organization demonstrate they are taking proactive measures to prevent breaches? That is where it's important to understand the nine (yes, nine) key metrics, and how each one directly influences the others, play their roles.

Metrics in the Incident Response Timeline

Let’s start with a review of the key steps in the Incident Response Timeline:

Seven of the nine key metrics are in the IR timeline, while two of the metrics occur before you ever have an incident. They occur in the Pre-Detection Stage.

Pre-Detection stage metrics are:

  • Preventions Per Intrusion Attempt (PPIA)
  • False Positive Reduction Rate (FPRR)

Next is the Detect and Investigate stage, there are three metrics to consider:

  • Mean Time to Detection (MTTD)
  • Mean Time to Triage (MTTT)
  • Mean Time to Understanding (MTTU)

This is followed by the Remediation stage, there are two metrics here:

  • Mean Time to Containment (MTTC)
  • Mean Time to Remediation / Recovery (MTTR)

Finally, there is the Risk Reduction stage, there are two metrics:

  • Mean Time to Advice (MTTA)
  • Mean Time to Implementation (MTTI)

Pre-Detection Stage

Preventions Per Intrusion Attempt

PPIA is defined as stopping any intrusion attempt at the earliest possible stage. Your network Intrusion Prevention System (IPS) blocks vulnerability exploits, your e-mail security solution intercepts and removes messages with malicious attachments or links, your egress firewall blocks unauthorized login attempts, etc. The adversary doesn’t get beyond Step 1 in the attack life cycle.

This metric is the first domino. Every organization should strive to improve on this metric every day. Why? For every intrusion attempt you stop right out of the gate, you eliminate the actions for every other metric. There is no incident to detect, triage, investigate, remediate, or analyze post-incident for ways to improve your security posture.

When I think about PPIA, I always remember back to a discussion with a former mentor, Tim Crothers, who discussed the benefits of focusing on Prevention Failure Detection.

The concept is that as you layer your security defenses, your PPIA moves ever closer to 100% (no one has ever reached 100%). This narrows the field of fire for adversaries to breach into your organization. This is where novel, unknown, and permuted threats live and breathe. This is where solutions utilizing Unsupervised Machine Learning excel in raising anomalous alerts – indications of potential compromise involving one of these threats. Unsupervised ML also raises alerts on anomalous activity generated by known threats and can raise detections before many signature-based solutions. Most organizations struggle to find strong permutations of known threats, insider threats, supply chain attacks, attacks utilizing n-day and 0-day exploits. Moving PPIA ever closer to 100% also frees your team up for conducting threat hunting activities – utilizing components of your SOC that collect and store telemetry to query for potential compromises based on hypothesis the team raises. It also significantly reduces the alerts your team must triage and investigate – solving many of the issues outlined at the start of this paper.

False Positive Reduction Rate

Before we discuss FPRR, I should clarify how I define False Positives (FPs). Many define FPs as an alert that is in error (i.e.: your EDR alerts on malware that turns out to be AV signature files). While that is a FP, I extend the definition to include any alert that did not require triage / investigation and distracts the SOC/IR team (meaning they conducted some level of triage / investigation).

This metric is the second domino. Why is this metric important? Every alert your team exerts time and effort on that is a non-issue distracts them from alerts that matter. One of the major issues that has resonated in the security industry for decades is that SOCs are inundated with alerts and cannot clear the backlog. When it comes to PPIA + FPRR, I have seen analysts spend time investigating alerts that were blocked out of the gate while their screen continued to fill up with more. You must focus on Prevention Failure Detection to get ahead of the backlog.

Detect and Investigate Stages

Mean Time to Detection

MTTD, or “Dwell Time”, has decreased dramatically over the past 12 years. From well over a year to 16 days in 2023[2]. MTTD is measured from the earliest possible point you could detect the intrusion to the moment you actually detect it.

This third domino is important because the longer an adversary remains undetected, the more the odds increase they will complete their mission objective. It also makes the tasks of triage and investigation more difficult as analysts must piece together more activity and adversaries may be erasing evidence along the way – or your storage retention does not cover the breach timeline.

Many solutions focusing solely on MTTD can actually create the very problem SOCs are looking to solve.  That is, they generate so much alerting that they flood the console, email, or text messaging app causing an unmanageable queue of alerts (this is the problem XDR solutions were designed to resolve by focusing on incidents rather than alerts).

Mean Time to Triage

MTTT involves SOCs that utilize Level 1 (aka Triage) analysts to render an “escalate / do not escalate” alert verdict accurately. Accuracy is important because Triage Analysts typically are staff new to cyber security (recent grad / certification) and may over escalate (afraid to miss something important) or under escalate (not recognize signs of a successful breach). Because of this, a small MTTT does not always equate to successful handling of incidents.

This metric is important because keeping your senior staff focused on progressing incidents in a timely manner (and not expending time on false positives) should reduce stress and required headcount.

Mean Time to Understanding

MTTU deals with understanding the complete nature of the incident being investigated. This is different than MTTT which only deals with whether the issue merits escalation to senior analysts. It is then up to the senior analysts to determine the scope of the incident, and if you are a follower of my UPSET Investigation Framework, you know understanding the full scope involves:

U = All compromised accounts

P = Persistence Mechanisms used

S = All systems involved (organization, adversary, and intermediaries)

E = Endgame (or mission objective)

T = Techniques, Tactics, Procedures (TTPs) utilized by the adversary

MTTU is important because this information is critical before any containment or remediation actions are taken. Leave a stone unturned, and you alert the adversary that you are onto them and possibly fail to close an avenue of access.

Remediation Stages

Mean Time to Containment

MTTC deals with neutralizing the threat. You may not have kicked the adversary out, but you have halted their progress to their mission objective and ability to inflict further damage. This may be through use of isolation capabilities, termination of malicious processes, or firewall blocks.

MTTC is important, especially with ransomware attacks where every second counts. Faster containment responses can result in reduced / eliminated disruption to business operations or loss of data.

Mean Time to Remediation / Recovery

The full scope of the incident is understood, the adversary has been halted in their tracks, no malicious processes are running on any systems in your organization. Now is the time to put things back to right. MTTR deals with the time involved in restoring business operations to pre-incident stage. It means all remnants of changes made by the adversary (persistence, account alterations, programs installed, etc.) are removed; all disrupted systems are restored to operations (i.e.: ransomware encrypted systems are recovered from backups / snapshots), compromised user accounts are reset, etc.

MTTR is important because it informs senior management of how fast the organization can recover from an incident. Disaster Recovery and Business Continuity plans play a major role in improving this score.

Risk Reduction Stages

Mean Time to Advice

After the dust has settled from the incident, the job is not done. MTTA deals with identifying and assessing the specific areas (vulnerabilities, misconfigurations, lack of security controls) that permitted the adversary to advance to the point where detection occurred (and any actions beyond). The SOC and IR teams should then compile a list of recommendations to present to management to improve the security posture of the organization so the same attack path cannot be used.

Mean Time to Implement

Once recommendations are delivered to management, how long does it take to implement them? MTTI tracks this timeline because none of it matters if you don’t fix the holes that led to the breach.

Nine Dominos

There are the nine dominos of SOC / IR metrics I recommend helping organizations know if they are on the right track to reduce risk, costs and improve morale / retention of the security teams. You may not wish to track all nine, but understanding how each metric impacts the others can provide visibility into why you are not seeing expected improvements when you implement a new security solution or change processes.

Improving prevention and reducing false positives can make huge positive impacts on your incident response timeline. Utilizing solutions that get you to resolution quicker allows the team to focus on recommendations and risk reduction strategies.

Whichever metrics you choose to track, just be sure the dominos fall in your favor.

References

[1] 2024 Verizon Data Breach Investigations Report, p83

[2] Mandiant M-Trends 2023

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
John Bradshaw
Sr. Director, Technical Marketing

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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.

[related-resource]

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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