How to Land Your Product On This Year's Holiday Gift Guides
The Holiday Season: Your Biggest PR Opportunity
The holiday season is here, and it’s the busiest time of year for editors selecting products for their coveted “Best Products” and “Holiday Gift Guide” lists. This also means it’s your biggest opportunity to get your business featured in front of millions of potential customers—without spending a dime on ads.
Many small business owners are unsure of how to pitch holiday gift guides effectively. When is the right time to pitch? How many publications should you reach out to? What should your pitch include? This guide will walk you through actionable steps to maximize your chances of landing a feature.
1. Timing is Everything
Start pitching your holiday gift guide ideas as early as possible. Editors often plan their gift guides months in advance, sometimes as early as July or August. If you haven’t started yet, don’t worry—there’s still time to get your foot in the door.
Pro Tip: Focus on publications like Forbes, Entrepreneur, and other relevant outlets to your industry.
2. Build Genuine Connections with Editors
Editors receive a flood of pitches during the holiday season, so standing out is essential. One way to do this is by personalizing your outreach:
Research their interests: Follow editors on social media, read their articles, and understand their tone and preferences.
Customize your pitch: Reference something specific you’ve learned about them, such as their interests or previous gift guide selections.
A thoughtful and personalized pitch goes a long way in building trust and rapport.
3. Research the Products That Fit Their Gift Guides
Every publication has a unique style and audience, so tailoring your pitch is critical. Take the time to:
Study past gift guides from the publication to identify themes or trends.
Position your product as a perfect fit for their audience.
Example: If you notice a trend of eco-friendly gifts in their past guides, emphasize how your product aligns with sustainability.
4. Find the Right Publications and Editors
Pitching to the wrong editor can waste your time and effort. Instead:
Identify which publications feature products in your category.
Research and find the specific editor responsible for gift guides.
Need a shortcut? The PR Starter Pack Portal includes a curated list of gift guide editors to save you hours of research.
5. Follow Up Strategically
Editors are incredibly busy, so it’s important to follow up:
Initial follow-up: Send a polite email 7-10 days after your initial pitch to ensure they received it.
Secondary follow-up: If you don’t hear back after a month or two, send a brief email referencing your original pitch.
Patience is key, as editors often work on tight schedules and long lead times.
6. Send Product Samples
Many editors require physical samples of your product before deciding to feature it. If your budget allows:
Send high-quality samples that reflect your product’s value.
Include a handwritten note or detailed description to personalize the experience.
This step is optional but can greatly improve your chances of being selected.
7. Know the Lead Times
Holiday gift guides are often finalized well in advance. Familiarize yourself with each publication’s lead time and plan your pitching schedule accordingly.
Pro Tip: National magazines may finalize guides 3-6 months in advance, while online publications often work on shorter timelines.