My director and I looked at internal reports and the Deloitte 2018 Holiday Report, US Census.
Holiday gifting is a
Anticipated average spending during the holiday season:
$1,536 per person average
2018 Holiday Season
Top types of planned gifts to GIVE
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".
% 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"
Customers are not inspired by our brands style or quality.
Lack of a range of prices. Not many stocking stuffer items.