In a special Thanksgiving-themed episode of “Behind the Numbers,” we ranked the retail and brand initiatives we’re thankful for this season, from viral merchandise to purpose-driven campaigns.

"We're looking at those strategies, launches, and collabs that we're genuinely grateful for, the moves that made us smile, surprised us, or gave us hope for where retail is headed," said our analyst Suzy Davidkhanian.

Gap takes top spot with culture-forward approach

Gap claimed the month's number one position for its standout year of marketing and retail initiatives that connected with consumers through music, entertainment, and thoughtfully curated collaborations.

The brand's viral "Milkshake" campaign, featuring girl group Katseye, and accompanying denim line demonstrated Gap's ability to spotlight emerging talent rather than relying on established celebrities. The retailer also released a tasteful "Wicked" apparel collection and a holiday campaign featuring rising star Sierra Spiro covering Miley Cyrus' "The Climb."

"They're deciding to spotlight rising talent... they aren't the top talent of the year. And I think that gives Gap a certain level of [authenticity]," said our analyst Emmy Liederman. "They're just on the right side of history... not saying, 'OK, we're just going to tap this person because they're everywhere.'"

In an era of AI-generated content, Gap's celebration of genuine human talent stands out.

"Just that entertainment-driven content that we know is coming from actual people who have been vetted to be talented is something that consumers are craving," Liederman added.

Kiehl's takes a stand on kids' skincare

Kiehl's earned the second spot for its "Kids Should Stay Kids" campaign, which resurfaced at the perfect moment amid controversy over children's skincare products.

• The campaign gained renewed attention following backlash against actress Shay Mitchell's new Rini skincare brand for children.
• Kiehl's responded with creative showing a child in a shark mask with the caption: "The only face mask kids should put on... Let them have messy hair and wild hearts, not complicated skincare routines."

"I think this is a really important question for the beauty industry as a whole," said our analyst Rachel Wolff. "What do you do with the fact that you have this whole generation of very young consumers who are very interested in shopping beauty but who are not meant to be buying those products?"

Whole Foods and Too Good To Go combat food waste

Whole Foods earned the third position for its nationwide expansion with Too Good To Go, an app-based service that helps reduce food waste by offering surplus food at lower price points.

"We just are so thankful that Whole Foods is thinking about a way to reduce waste, and it's really sitting well right now as people that are a little bit more stretched," said Davidkhanian.

But beyond the environmental and financial benefits, the initiative also serves as an effective customer acquisition strategy.

"That's a great way to get people to go to a Whole Foods store, and take a look around and see what else Whole Foods has to offer," Wolff pointed out.

Starbucks creates viral moment with Bearista cup

Starbucks landed in fourth place with its viral Bearista Cup, a $30 teddy bear-shaped cup with a beanie lid and matching straw that sold out immediately after its November 6 launch.

"I'm thankful honestly, that whether you love Starbucks or not, that they're making the news with something fun, and thoughtful, and cute," Davidkhanian said, noting its effectiveness in driving store traffic.

The cup's popularity wasn't without controversy, with reports of customers getting into disputes over the limited merchandise. Despite this, it highlights Starbucks' shift toward a more approachable brand image.

"It shows that they're taking themselves a little bit less seriously, which I think is important," said Liederman. "Starbucks is realizing that the whole elitist vibe isn't really working for them anymore."

Other noteworthy retail moves:

• Jell-O took fifth place for its No Thanks Thanksgiving Molds featuring divisive Thanksgiving foods like Brussels sprouts and cranberry sauce.
• Instacart’s Airbnb partnership was awarded sixth place because it allows Airbnb guests to order groceries through Instacart before arrival.
• Nutter Butter's TikTok presence scored it seventh place because the brand's unconventional, "unhinged" approach to social media has maintained momentum despite its age.
• Pillsbury and Club Wyndham's "Let It Dough" Studio, an immersive hotel experience designed to look like the Doughboy's baking cottage, came in eighth because it was such an “unexpected activation,” said Davidkhanian.

Listen to the full episode

This article was prepared with the assistance of generative AI tools to support content organization, summarization, and drafting. All AI-generated contributions have been reviewed, fact-checked, and verified for accuracy and originality by EMARKETER editors. Any recommendations reflect EMARKETER’s research and human judgment.

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