We saw a marked shift in types of messaging from retailers especially over the period up to the deadline.
Those who prepared early, when the thinking was more conservative, went with requiring you to re-opt in to communications even though if you collected the opt-in correctly initially, it was not required.
Assuming the latter approach is a legitimate approach and there is no legal fall out, they now have a significant advantage over their competition. People only read emails from companies when they have a reason to do so and an inbox full of GDPR requests is even less likely to be read.
Even if the companies started requesting re-opt in months in advance they are likely to have decimated their list. Email marketing may feel old fashioned compared to social media and other channels but it remains a mainstay for retailers driving significant revenue.
Some companies tried bribing users with larger prizes but I suspect this was too little, too late.
The true fallout will be seen in the revenues of these companies when they announce their quarterly numbers.