It's not just emails - it's the same kind of posts they all make on their Twitter feeds and Facebook pages as well.
As John points out, this is such a wasted marketing opportunity.
If you - as a company - know that every other company is going to do exactly the same thing, at almost exactly the same time (generally the week before the holidays), why would you not try something different to stand out?
That question is rhetorical because we already all know the answer: collectively, we see very little imagination in our industry. It's as if Physec Marketing (and PR) 101 starts out with Chapter One: It Is Safer To Be The Same.
Now, not all things that are different in marketing are better - as we saw here. But the dude was trying...
In John's example, it is so very easy.... it doesn't even have to be edgy. This is a holiday that is built around gift-giving.
I would build my campaign around something like:
Bold Header: "At _______, we are not going to wish you a Happy Holidays."
(grabs attention)
Sub Title: "Instead, we've decided to make your Holidays Happier!"
(reason to continue reading/listening)
Content: Insert limited time discount/incentive.
(pay off)