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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

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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"

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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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