Market Research

My director and I looked at internal reports and the Deloitte 2018 Holiday Report, US Census.

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Holiday gifting is a 

$82B opportunity

in December

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Gift Cards

9%

Other Gifts

25%

Non-Gift

66%

Anticipated average spending during the holiday season:

$1,536 per person average

2018 Holiday Season

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Top types of planned gifts to GIVE

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Top types of desired gifts to RECEIVE

 

Gap Inc. Gifting

We then utilized our internal Customer Insights team and the customer research they did to establish how Gap brands fell in with the idea of "Gifting".

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% of December purchases identified as a "gift"

What Customer's are Saying

"There was nothing unique about the styles"

-About Banana Republic

"Nothing stood out to me that I needed or wanted"

-About Gap

CHALLENGE 1

Product Challenge

Customers are not inspired by our brands style or quality.

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CHALLENGE 2

Assortment Challenge

Lack of a range of prices. Not many stocking stuffer items.

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CHALLENGE 3

Experience Challenge

> Shopers don't think of Gap brands for gifts.

> Not finding the right size

> Items are out of stock.

> Stores are too crowded.

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