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How to Get Your Product Featured in Holiday Gift Guides in 2024

How to Get Your Product Featured in Holiday Gift Guides in 2024

The holiday season is just around the corner, and savvy businesses know that getting your product featured in holiday gift guides can be a game-changer. Not only does it put your product in front of shoppers who are ready to buy, but it’s also the perfect opportunity for brands new to PR to gain valuable media placements and the credibility that comes with it.

Whether you’re aiming for major publications or niche blogs, mastering the art of holiday PR outreach can significantly impact your bottom line.

In this guide, we’ll walk you through the essential steps to increase your chances of landing a coveted spot in this year’s must-have gift roundups.

Get ready to unwrap the secrets of getting your product into holiday gift guides!

Have you downloaded your FREE 2024 Holiday PR Toolkit yet? 

Get the complete Holiday PR checklist to execute our proven holiday outreach strategy, as well as a media list template with 20 free media contacts to top publications like The TODAY Show, Good Housekeeping, and BuzzFeed. Download the toolkit today.

Stage One: Preparation (4-6 Weeks Before Pitching)

Before you start pitching your product, it’s important to lay the groundwork for a successful PR campaign. For the holidays, there are a few special considerations to include. 

Let’s dive into the key elements of preparation that will make your product irresistible to gift guide editors.

1. Prepare Your Product

Who is it for? Paint a picture of your ideal gift recipient.
Gift guides are often organized and titled by the person you are buying a gift for, so take the time to clarify who this person is for your product.
  • Identify specific categories your product fits into (e.g., gifts for her, gifts for dad, gifts for jetsetters, gifts for wellness enthusiasts, etc.)
  • Refer to last year’s holiday gift guides to get an idea of the kinds of categories and gift recipients that are typically included

Pro-Tip: Make a list of all the potential gift recipients your product could cater to. This will be handy when you start sending personalized pitches to editors. With this list, you can customize your emails quickly and send each editor a relevant gift pitch.

Price Point
Next, determine the price point for your product. Common price brackets for gift guides include:
  • Under $100
  • Under $50
  • Under $25
  • Budget
  • Luxury
Highlight Standout Features and Introduce Features/Specs
Highlight the key features and specifications that make your product stand out. What makes it unique, practical, or simply irresistible?
Craft concise bullet points showcasing your product’s unique selling points. You want to focus on features that solve problems or add value to the recipient’s life.
Rather than:
  • Recycled materials that can pass through airport security
You want to highlight the benefits with something like:
  • TSA-Approved & Travel-Ready
Using descriptive language that appeals to the senses and emotions is always helpful, too, if it’s appropriate for your product and the media outlet.
Identify Potential Gift-Givers
Consider who might be interested in purchasing your product as a gift. Would a spouse, sibling, friend, or coworker buy it?
This will be useful when you tailor your pitch to appeal to these buyer personas.

2. Prepare Your Offer

Create a document with your holiday deals that apply to your gift guide product and all your affiliate links. This will make it easy to share the necessary information when pitching.

This is also the time to plan your Black Friday or Cyber Monday deals, holiday coupons, or other special offers. You might consider creating a special coupon or deal that is exclusive to a publication’s audience as a bonus.

3. Prepare Your PR Assets

Build Your Holiday Press Kit
Your holiday press kit is your product’s passport to gift guide stardom. 
Take the time to make a holiday-specific press kit rather than just sending your general press kit. Your job is to do everything you can to make the editor’s job easier so that it’s a no-brainer to include your product in their gift guide.
Make it shine with these key elements:
  1. High-Resolution Images: Provide stunning visuals that showcase your product from multiple angles. Don’t forget to name each image file with your brand name and product name.
  2. Company Blurb/Boilerplate: Write a brief but compelling description of your brand and its mission.
  3. Prices: Clearly state the retail price and any holiday discounts or promotions.
Ideal Gift for…: Explain why your product makes the perfect gift for specific recipients (e.g., "Ideal gift for the trendsetter in your life").
 

Stage Two: Research (2-4 Weeks Before Pitching)

Now that you've prepared your materials, it's time to research potential gift guide opportunities. This crucial step will help you identify the most promising opportunities to showcase your product to holiday shoppers.

Building a Media List for Holiday Gift Guides

Make a list of publications you'd like to be featured in

Start by envisioning your product in the spotlight of your dream publications. What magazines, websites, or blogs do your target customers read religiously? Which influencers do they trust for gift recommendations?

Jot down these aspirational outlets to form the foundation of your media list.

Find publications with Gift Guides from the previous year with products like yours

A simple Google search using terms like “beauty gift guide” or “cozy Christmas gifts” can unearth a treasure trove of potential PR opportunities.

As you explore these guides, pay close attention to products similar to yours. This research serves a dual purpose: it helps you identify relevant publications and provides insight into the types of products that catch an editor’s eye.

Pro-Tip: Add a link to your media list of last year’s gift guide to refer to before you send a personalized pitch. Don’t just skim the surface in your review—really dig into last year’s gift guides and take note of the overall tone, style, and product selection. This valuable information will help you tailor your pitch to each publication’s unique preferences.

Add the Journalist/Editor to Your Media List

Now that you’ve made a list of publications and their previous gift guides, it’s time to find the right person to contact. Gift guide creation often involves a team of specialized editors and writers. Look for titles such as:

  • Commerce Editor
  • Market Editor
  • Gift Guide Editor
  • eCommerce Editor
  • Shopping Writer
  • Writer/Contributor for specific niches (food and kitchen writer, kids writer, parenting writer, etc.)

Make sure to record the full name and email address of each relevant contact. (Here’s a guide on how to find a journalist’s email address if you need help there.)

Speed Up the Process with a Media List Template or Buy a Targeted Holiday Media List

While this research process can be time-consuming, it’s an investment that pays dividends in targeted, effective outreach. However, if you’re feeling overwhelmed or short on time, don’t worry—there are resources available to streamline your efforts.

Consider using a media list template to organize your findings or explore purchasing a curated media list for an even more efficient approach. We’ve already done the research for you. Our 2024 Holiday Gift Guide media lists can provide you with hundreds of relevant gift guide contacts in your specific niche, saving you valuable time and energy.

Preparation Is the Key to PR Success

Remember, thorough research is the compass that will guide your product to its ideal gift guide destination. By understanding the landscape of holiday gift guides and identifying the right decision-makers, you’re setting the stage for a successful holiday PR campaign that could put your product in the spotlight during the biggest buying season of the year.

Take your time with your research to send a product pitch that gets media coverage.

 

Stage Three: Craft the Pitch

With your research complete and your media list at the ready, it’s time to roll up your sleeves and craft a pitch that will catch the eye of gift guide editors.

1. The Pitch Formula

Think of your pitch as a carefully wrapped gift itself—each element is designed to create less work for the editor and position your product as the perfect, simplest, most relevant addition to their gift guide.

An effective pitch should follow this formula:

Genuine Personalized Intro + Why It's Relevant/Helpful to the Writer and Their Audience + The Product and Details + Direct Ask for where you think this product should be in their content + Links/Resources to Help Them Complete Their Job without having to contact you again + Contact Information if they do need to contact you

  1. Genuine Personalized Intro: Start with a sincere and personalized introduction that shows you've done your research on the publication and writer. This isn’t just flattery; it’s about establishing a connection and demonstrating that you value the writer’s work.
  2. Why Your Product is Relevant/Helpful: Bridge the gap between your product and the writer’s audience. Explain why your product isn’t just great, but specifically relevant and helpful to their audience.
  3. Product + Product Details: Provide a concise yet compelling description of your product, including key features and specifications. Answer any general questions their readers might ask when making a purchasing decision.
  4. Direct Ask: Don’t be shy. Suggest exactly where you think your product should be featured in their gift guide (e.g., "Best Gifts for Travelers Under $50"). This isn’t demanding; it helps categorize your product for the editor so that they can find a place to save it (whether in a gift guide for this season or for something down the road later).
  5. Links/Resources: Make the writer’s job as easy as possible by including all the necessary links and resources (high-res images, product details, pricing, etc.). You want them to be able to feature your product without having to chase you down for more info.
  6. Contact Information: Provide your contact information in case the writer needs to reach out for more information.

For more examples and exact email templates you can use for your pitch, be sure to download our FREE Holiday PR Toolkit!

2. Write a Subject Line that Gets Opened Emails

Your subject line is your first impression—make it count.

Think of your subject line as a mock headline. Take inspiration from last year’s gift guide themes and create a subject line that’s impossible to ignore. It’s always ideal to include the product category, gift recipient, and price point to give a clear snapshot of what’s inside.

For example: "Eco-Friendly Gifts for the Conscious Traveler Under $75"

3. Customize Each Pitch

Here’s where the thoroughness of your research really pays off.

Resist the temptation to blast out generic emails to your entire media list. Instead, take the time to customize each pitch, ensuring it speaks directly to the publication and writer you're targeting.

Remember, shopping editors are inundated with pitches during the holiday season. A personalized, thoughtful approach shows respect for their time and increases your chances of standing out from the crowd.

By following this formula and making the effort to personalize each pitch, you’re not just throwing your product into the ring—you’re strategically positioning it as the perfect fit for each unique gift guide opportunity. This level of preparation and attention to detail can turn a simple pitch into a holiday PR success story.

Stage Four: Launch Your Holiday PR Campaign

The moment has arrived! Your pitches are polished and ready to shine, and you have a thoroughly researched media list ready for your media outreach.

This is where the holiday magic happens.

1. Email Your Pitch

Email your pitch to a targeted list of media contacts. Do not mass email or spam! This approach is less effective and can damage your reputation.

Remember, quality over quantity. Personalized outreach takes a bit more time but greatly increases your chances of landing a media placement.

2. Follow Up

Patience is key in PR. We recommend waiting 3-6 weeks before following up, but this might need to be adjusted if you’re on a tight timeline or an editorial deadline is quickly approaching.

Outside these circumstances, give it some time before following up.

Editors are busy, especially during the holiday season. When you do reach out, keep it polite and brief. A gentle reminder can work wonders without being pushy.

[Don’t forget to download your free Holiday PR toolkit, where you’ll find a couple of follow-up email templates to achieve this balance!]

3. Track Your Outreach

Stay organized throughout your campaign. Once your pitches are sent, the work is not over!

Keep a detailed record of all interactions. Note any sample requests or confirmed placements. If someone asks not to be contacted, respect their wishes. This information is gold for future outreach efforts.

If you have the software, such as a CRM, PR database, or email plug-in, track who opens your pitch emails and who clicks the links inside. This gives valuable insight into who is interested and can be especially useful when sending follow-ups.

4. Set Up Google Alerts

Don’t miss out on any mentions! If you haven't already, set up Google Alerts for your product and brand name.

Sometimes, features appear without a reply to your pitch or direct notification. This simple step ensures you catch every bit of holiday PR magic.

5. Follow Up Again

If silence persists after another 3-6 weeks, it’s time for one last follow-up. Keep it short and sweet.

Always try to offer something of value (an exclusive offer, another collaboration, a piece of content to streamline their work) to a journalist or editor you’re connecting with. You never know when a last-minute opportunity might arise!

Remember, media outreach is a marathon, not a sprint. Stay positive and persistent. Each interaction is a chance to build valuable relationships. And these connections can lead to exciting opportunities beyond just the holiday season.

Stage Five: PR Placement

Congratulations! Your hard work has paid off.

Your product has landed a coveted spot in a holiday gift guide—a moment to savor…and leverage. Let’s make the most of this exciting opportunity!

What to Do When You Get a Media Placement:

1. Say Thank You

Start by sending a sincere “thank you.” Reach out to the writer or editor who featured your product (whether you initially pitched them or not).

A thoughtful note can go a long way and lays the groundwork for future collaborations. Keep it warm and professional.

2. Bring Them Traffic

Now, it’s time to spread the word.

Share the gift guide feature across your social media channels and in your email newsletter. Show them your appreciation by driving traffic to their article.

This gesture not only boosts your visibility but also strengthens your relationship with the media outlet.

3. Leverage the Placement

Don’t let this win go unnoticed. Add the publication’s logo to your website’s “As Seen In” section, mention the feature in your product descriptions, and/or write a blog post. This social proof can significantly boost your brand’s credibility and give you a place to feature the media placement long-term (as the news will quickly cycle through social media feeds).

Sometimes, seeing a prominent publication vouching for your product can sway potential customers on the fence. So share the news!

Stage Six: Start Planning for Next Year!

As the holiday season winds down, start preparing for next year's gift guide opportunities:

  1. Review your successful pitches. What worked well? What could be improved?
  2. Update your media list. Add new contacts and remove or update outdated ones.
  3. Refine your strategy based on this year’s experiences.
  4. Consider new product developments or features that could appeal to gift guide curators.
  5. Start brainstorming fresh angles for next year’s pitches.

Remember, each year brings new opportunities to shine. By staying organized and proactive, you’re setting yourself up for even greater success in the next holiday season.

Here’s to your continued success in holiday gift guides and beyond! 

Happy pitching!

Next article How to Find Journalists’ Email Address for Your PR Outreach

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