Dive Brief:
- Gap on Tuesday (Nov. 4) launched its 2025 holiday marketing campaign, titled “Give Your Gift,” according to details shared with Marketing Dive. The effort is an extension of the retailer’s holiday campaign from last year and centers on individuality, strength and connection.
- A new 90-second spot features a cover of the Miley Cyrus song “The Climb” by 20-year-old Sienna Spiro, who’s supported by a multigenerational choir. The campaign promotes Gap’s holiday clothing collection and proprietary knit fabric, CashSoft.
- “Give Your Gift” spans digital, social and video, along with Gap’s owned channels. The brand’s holiday push builds on a focus around togetherness and rides the momentum from a record-breaking campaign earlier this fall with Katseye.
Dive Insight:
Gap is again shining a spotlight on the importance of hope, connection and individuality around the holidays with “Give Your Gift.” The musically led effort builds off of last year’s campaign, which leveraged a cast of creators and rising talent in the music industry for an a cappella version of Janet Jackson’s “Together Again.”
At the center of this year’s effort is a 90-second spot featuring a vocal performance from singer-songwriter Sienna Spiro. The artist, who performs a reimagined version of “The Climb,” is joined by a multigenerational choir of individuals with ages ranging from 8 to 72. The spot avoids the glitz and glam typical to holiday creative, instead opting for an emotional approach promoting strength and togetherness.
“This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multigenerational stories that inspire self-belief across every touchpoint, from social to stores,” said Fabiola Torres, CMO of the Gap brand, in a statement. “Give Your Gift embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection.”
A more emotional message could help Gap attract consumers who are contending with rising prices and recessionary fears. Shoppers are expected to spend 10% less around the holidays this year compared to 2024, according to Deloitte’s Holiday Retail Survey. Over half (57%) of consumers expect the economy to weaken over the next six months, representing the most negative outlook since Deloitte began tracking economic sentiment in 1997.
The latest iteration of “Give Your Gift” was directed by Bethany Vargas and photographed by Bjorn Iooss, the duo behind Gap’s “Better in Denim” fall campaign with girl group Katseye. “Better in Denim” drove a “record-breaking response for the brand,” according to Gap Inc. CEO Richard Dickson, who highlighted the success during Gap’s Q2 earnings call. The campaign achieved 20 million views in its first three days, more views than during the full length of its last four seasonal campaigns, according to Dickson.
Gap’s seasonal initiatives also include modernizing its in-store experience, including through elevated product in San Francisco, London, Dallas and Chicago. The emphasis on an improved brick-and-mortar experience — a focus for other retailers in Q4 — is intended to make holiday shopping more intuitive and immersive, Gap said in the press release.
Items promoted in Gap’s holiday collection include new CashSoft silhouettes and textures, including CashSoft Stretch and Heavyweight CashSoft, along with an expanded assortment of matching sets. The brand is also promoting its heritage fleece, matching sleepwear and other items.
