Santa Claus has it easy. Sure, the jolly man in red must create and deliver presents to children across the globe. But he already knows exactly what each kid wants, and even has a month or two to deliver. Those are huge advantages.
Unlike Saint Nick, retailers don’t have consumers excitedly mailing in their holiday wish lists. It takes work to understand what they want and why they want it.
Social media has those answers, through which consumers share their thoughts and feelings about almost....