That's fine, but plenty of atheists/agnostics/other non-Christian folk celebrate Christmas (at least in the gift buying sense, which is what you care about). S

That's fine, but plenty of atheists/agnostics/other non-Christian folk celebrate Christmas (at least in the gift buying sense, which is what you care about). So for people who do celebrate Christmas, regardless of religion, of course the more specific "Merry Christmas" would beat the generic "Happy Holidays." Of the folks who don't celebrate Christmas, but do celebrate a gift-buying holiday, Hannukah is pretty important. My gut tells me that Jewish folks are a big portion of this segment, and running the experiment 3 weeks after Hannukah would pretty much kill any chance of conversion for them. Still, the takeaway from your experiment is solid: if you're running an email campaign 4 days before a major holiday, go ahead and focus on those who celebrate it.