- 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 12 months and centers on individuality, strength and connection.
- A brand new 90-second spot contains 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, together with Gap’s owned channels. The brand’s holiday push builds on a spotlight around togetherness and rides the momentum from a record-breaking campaign earlier this fall with Katseye.
Gap is again shining a highlight on the importance of hope, connection and individuality around the vacations with “Give Your Gift.” The musically led effort builds off of last 12 months’s campaign, which leveraged a solid of creators and rising talent within the music industry for an a cappella version of Janet Jackson’s “Together Again.”
At the middle of this 12 months’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 people with ages starting from 8 to 72. The spot avoids the glitz and glam typical to holiday creative, as an alternative choosing 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 encourage self-belief across every touchpoint, from social to stores,” said Fabiola Torres, CMO of the Gap brand, in a press release. “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’re contending with rising prices and recessionary fears. Shoppers are expected to spend 10% less around the vacations this 12 months compared to 2024, according to Deloitte’s Holiday Retail Survey. Over half (57%) of consumers expect the economy to weaken over the following six months, representing probably 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 through the full length of its last 4 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 spotlight for other retailers in Q4 — is meant to make holiday shopping more intuitive and immersive, Gap said within the press release.
Items promoted in Gap’s holiday collection include latest CashSoft silhouettes and textures, including CashSoft Stretch and Heavyweight CashSoft, together with an expanded assortment of matching sets. The brand can be promoting its heritage fleece, matching sleepwear and other items.
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