The busy holiday season is gone, but still fresh in our memories. Did things turn out like people thought they might, or did reality turn expected trends on their head? Two major companies published their analysis of the season providing some much needed insight into what might work in 2016.
Experian and Adobe published their reports based on different sources. Each company monitors their own network of retailers and transactions, plus they approach the subject from slightly different viewpoints.
The first report I’ll look at is the Experian Marketing Services Holiday Hot Sheet. It focuses mainly on email marketing, but they’ve also begun to compare email with SMS marketing. The second report is the Adobe 2015 Holiday Shopping Report which looks at spending trends including devices used.