You have two ears and one mouth–use them in that proportion.
That’s advice given me over the years more than once. (Someday I’ll have the wisdom to follow it consistently.) BIG Research did just that: the surveyed consumers leading up to the holiday and got open-ended answers to what’s on their mind.
Read the comments for a real-time glimpse into what’s really on their minds. Remember: speak in their language about what matters most to them…