4 Ways Retailers Can Avoid a Gap Moment This Holiday Season

Election decision or not, holiday messaging must go on

gap sweater
Holiday marketing strategies won't be directly impacted by post-election uncertainty, but brands should still be extra careful and learn from Gap's misfired tweet. Gap, Getty Images

As Gap learned earlier this week with its tone-deaf political tweet, American consumers are anxiously awaiting results in what may be the most significant presidential election of their lifetimes. It is therefore not the right moment for a generic message about unity from an apparel brand.

@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.