Elliott, I like your piece. Now for my 2 cents:
Brands that have waited all year to mail you now have wasted the opportunity to build a relationship with their subscribers, and deserve the unsubbed behavior. Brands that wish amplify their messaging frequency should tread carefully. First amplify the value of your messages, than carefully test into increased cadences. Also read Permission Marketing by Seth Godin.
For Shoppers, many have eagerly lined up for Black Friday deals. Increasingly savvy, they opt into email lists expecting first access to exclusive offers. FOMO runs strong. This behavior reinforces the Brands’ desires to increase messaging.
Here lies the opportunity. For Brands to recognize the inevitable decline in seasonal Shopper interest, and start to understand what other problems they might solve for their Shoppers.