With holiday gift guide season wrapping up, there’s still a window for brands to snag those valuable last-minute placements. But what’s the best way to stand out and make the cut? From prioritizing quick-ship options and affiliate links to optimizing email tactics, this expert guide covers top strategies for securing last-minute features. Plus, get tips for getting a head start on next year’s guides to maximize placement opportunities. Keep reading to ensure your brand makes it into the holiday spotlight, even at the eleventh hour.
Wolf PR
Tips for last-minute placements
With gift guide season nearing its end, here’s our top advice for brands who still want to secure those last-minute placements:
Focus on Quick-Ship Options: Editors are on the lookout for items that can be shipped in time for holiday deadlines. Reach out to clients for their latest “order by” dates so they can be realistic about delivery timelines.
Affiliate Links are Essential: Almost all last-minute opportunities are digital, and being on an affiliate network is crucial. If a client isn’t set up with affiliate links, it may unfortunately be a deal breaker for many editors at this stage.
Email best practices for editors
When pitching, these email essentials help streamline the process and make the pitch stand out:
Personalize Each Email: Always address the editor by name and mention their publication to add a personal touch.
Speed is Key: Have assets (images, product details, and credit info) on hand and be prepared to respond quickly. A fast response can significantly boost the chance of inclusion.
Hyperlink Smartly: Make it easy for editors to explore your client’s brand by hyperlinking the company name in your introduction.
Embed Images: Also in the making it easier for editors category, you'll want to embed images in your emails so editors know exactly what kinds of images they can work with. Photography is often a make or break. Make sure the file sizes are small enough that the images load quickly.
Take time to get ahead
Finally, you should already be planning for next year! Now is a great time to stalk this season’s gift guides. See one you wanted your client in? Document that editor and that gift guide now so you don't miss it for next year! Document what worked from your outreach, research editors who covered similar stories, and start forming your list for next year. A strategic early start can make a big difference.
Press Hook
Key criteria for securing placement in holiday gift guides
Editors and journalists are selective about the products they feature in holiday gift guides, and their criteria are often centered around three main factors: relevance, quality, and visual appeal. A product must fit a specific theme or angle, whether it’s a luxury item, an affordable gift under $100, or a holiday-specific category like hostess gifts.
The product also needs to resonate with the target audience of that particular guide, which means brands and PR professionals should thoroughly research the outlet and ensure their product aligns with the publication's tone and readership before pitching. Additionally, editors look for products that are well-reviewed and backed by high-quality images, as visuals are critical for drawing the reader’s attention. A key factor that can also influence editor decisions is whether the product is available through affiliate marketing programs, as these partnerships often enhance the product’s value proposition for media outlets.
Common pitfalls when pitching to holiday gift guides
One of the biggest mistakes brands and PR pros make when pitching holiday gift guides is failing to personalize their pitch. Holiday gift guides are highly curated, and a generic pitch often gets overlooked. A successful pitch focuses not only on the product but also on why it would be a perfect fit for the guide’s audience. Another frequent error is emphasizing the brand’s story too much, rather than explaining the product’s unique appeal to the specific publication’s audience.
Finally, many PR professionals neglect to include essential assets like high-resolution images, pricing information, and sampling options upfront, which can result in back-and-forth communication that eats up time during an already busy season for editors. Having everything prepared in an accessible, updated press kit simplifies the process for journalists, increasing the chances of the product being selected. Tools like Press Hook make it easier for brands to create comprehensive profiles that deliver all necessary assets in one place.
Top-performing products and categories for holiday gift guides
Certain product categories tend to perform well in holiday gift guides, particularly those that align with traditional holiday shopping behaviors. Accessories like jewelry, home goods, fragrances, and gadgets often make the list, especially if they are priced under $100 or presented as luxury items. Mail-order foods, baked goods, and curated boxes also tend to gain traction, as they’re convenient and offer a personalized touch; food appeals to nearly everyone, and a curated box takes the hassle out of choosing multiple gifts for a recipient. Products that can fit specific holiday themes – such as eco-friendly, Amazon bestsellers, or white elephant gifts – are also highly favored.
Brands need to ensure their products can fit into these categories while emphasizing their unique appeal to stand out. A well-tailored pitch that clearly outlines how the product fits into a specific gift guide theme can significantly increase the likelihood of being featured.
