SLEIGH YOUR HOLIDAY PR: 9 Tips For Securing Gift Guide Coverage

Summer has just begun, yet holiday season pitches are already underway. For online outlets, most holiday gift guides submissions close by the end of August, while most print publications are tapped out by June 1st.

To secure holiday gift guide placements and coverage, consider these PR tips:

1. Start Pitching Early: Begin crafting your holiday PR strategy well in advance. Many publications finalize their gift guides months ahead of the season. Contact editors and journalists of online publications as early as June or July to pitch your products for inclusion.

2. Craft Your Pitch With Audience in Mind: Editors and writers build gift guides around specific themes or audiences, not random products. So, your pitch needs to position your product clearly within a category they’re actively writing about—making their job easier and increasing your chance of getting featured. Once you’ve chosen a category, mirror that language in your email subject and pitch so it can be easily noticed by editors browsing their inbox. Example: Gifts for Her / Him / Them, Gifts Under $50 / $100, Eco-Friendly Gifts, Gifts That Give Back, Wellness Gifts, Luxury Stocking Stuffers, Gifts for Foodies / Pet Lovers / New Moms.

3.Have an Affiliate Marketing Strategy in Place: For online media with Commerce teams, securing product features often hinges on affiliate network participation, such as ShareASale or Skimlinks. To be featured in articles like "Editor Approved Gifts" or "Gifts That Give Back" establishing a brand profile on these platforms is key. Boosting commission rates can also help foster publisher relationships ensuring more frequency in coverage. The industry standard commission rate typically falls between 20-25%.

4. Have High-Quality Visuals Readily Available: Include high-resolution images of your products in your pitches via a well-organized press kit. Visual content significantly increases the chances of grabbing an editor’s attention and securing a placement. Ensure your visuals showcase the product’s unique features and benefits. I usually put a small preview image in my emails to catch attention that I design on canva. Tip: Make sure your email is around 2MB or less as to not get flagged.

5. Send Samples: Offer to send product samples to journalists and editors for review. Hands-on experience often leads to better understanding and appreciation of your products, increasing the likelihood of a feature and future coverage opportunities.

6. Be Sure to Follow-Up: After sending your initial pitch, follow up politely but persistently to keep your product top of mind. A brief email reminding the editor of your product and pitch can make a difference, especially during a busy pitching season when inboxes are overflowing. I suggest following-up up to four times. Sometimes ending your email with a yes/no questions helps to get a response more quickly.

7. Offer Exclusive Deals: Include sales or promotional codes in your outreach to attract attention. Many editors specifically cover weekly deals and discounts. You can search find them online: "Deals Editors", and if your product is sold on Amazon, there are also editors for that: "Amazon Deals Editor".

8. Track Your Success: Keep a record of all your pitches, responses, and placements. See how the article inclusion corresponds with any website traffic you may have. Tracking your progress will help you evaluate the effectiveness of your strategy and identify areas for improvement in future holiday seasons.

9. Build Relationships: Cultivate strong relationships with journalists and editors year-round, not just during the holiday season. Consistent communication and collaboration can lead to more opportunities and increased visibility for your brand. Should you miss the window for holiday gift guide inclusion, explore alternative angles for January features to secure other coverage opportunities such as "Must-Have Ski Trip Essentials".

For more tips on how to create a PR strategy for outreach, check out my online course:

Intentional PR 101: The Fundamentals of Securing Meaningful Media Coverage

You can also download my Fashion Commerce Media List for 50 key media contacts who are looking specifically for products to write about (from publications like Vogue, In Style, Harper's BAZAAR, Forbes, Byrdie, Marie Claire, Esquire, GQ, and many more).