A mobile device of a shopper is tracked within at least one retail environment. A shopper merchandise proximity history of the shopper is formed based upon the tracking of the mobile device of the shopper within the at least one retail environment. The shopper merchandise proximity history includes shopper proximity to items of merchandise, shopper dwell times near the items of merchandise, and merchandise visit counts. The shopper merchandise proximity history is analyzed according to at least one shopper merchandise threshold interest criterion. Responsive to identifying within the shopper merchandise proximity history an item of merchandise that meets the at least one shopper merchandise threshold interest criterion, an action is performed that facilitates a gift recommendation of the item of merchandise.