Landing your products in Christmas campaigns is the holy grail of seasonal PR. These offer brands unparalleled visibility during the busiest shopping season of the year. With publications, influencers, and blogs curating their ideas months in advance, the competition is fierce.

Here are some tips to help your brand secure a coveted spot in this year’s holiday campaigns.

Personalised Pitching

Your pitch is your first (and sometimes only) chance to grab the media’s attention. Make it concise, engaging, and tailored. Personalise the approach by addressing the editor or journalist by name and referencing their previous work—this shows you’ve done your homework. Highlight why your product is perfect for their audience this Christmas. Whether it’s eco-friendly, locally made, or budget-friendly, spotlight its unique value. Use compelling language to stand out in inboxes flooded during the holiday season.

Seamless downloading

Make it as easy as possible for editors to feature your product. Flaunter can help by providing high-quality imagery, including hi-res, professional photos styled for the season. Include multiple angles, lifestyle shots, and plain background options. Share concise product details, such as a short description, key features, and retail price. Don’t forget links to purchase and contact details. Additionally, pre-write blurbs about your product that editors can easily copy-paste into their guides.

Choose the right channel

Different publications cater to different readers, so it’s essential to target gift guides that align with your brand and audience. Research media outlets or scroll through Flaunter’s media or publication lists, to identify the right channels that cover your niche, whether it’s fashion, beauty, home decor, or tech. Understand their style by studying past gift guides to see what kind of products they feature and tailor your pitch accordingly. Don’t overlook local publications—they often have loyal audiences and are more approachable for emerging brands.

Plan for lead times

Holiday gift guides are often planned months in advance, and missing editorial deadlines can mean missing out entirely. Start pitching your products as early as July or August for print publications. Digital outlets and influencers might have later deadlines, but it’s better to be ahead. If you don’t hear back, follow up politely after two weeks. Avoid being overly persistent—editors are juggling multiple pitches. However, if you have been juggling a million and one tasks, and haven’t gotten around to it, reach out to publications, blogs and influencers that have short lead times (you can see this on Flaunter media profiles).

Be discoverable with key words and tags

Editors are always looking for products that fit well into their themed sections. Think in categories such as “Gifts Under $50,” “Luxury Splurges,” “Stocking Stuffers,” or “Eco-Friendly Finds” and position your product accordingly. Highlight any holiday-specific packaging, gifting bundles, or limited editions to embrace the season – use Flaunter tags to optimise your discoverability on Flaunter. Having a strong initiative behind your brand is also very attractive for media. Christmas is a time to give back, so be sure to highlight any initiatives your brand is taking to support others.

Gifting your goods

If budget allows, sending a sample can make your pitch more memorable. Package it beautifully to create a great first impression. For experiential products (like skincare or food), invite editors to try the product firsthand. Afterward, follow up with feedback by asking if they had the chance to try the product and whether they’d like additional assets. Once again, Flaunter’s sample tracking feature allows you to manage, send and track products that have been loaned or gifted.

Work with influencers

Not all gift guides are found in traditional media. Influencers create their own guides that reach highly engaged audiences. Partner with micro-influencers, who often have more personal connections with their followers and may offer more affordable collaboration opportunities. Offer affiliate links to incentivise influencers to include your product in their gift guide, and provide creative freedom to allow them to incorporate your product in ways that feel authentic to their style.

Utilise Flaunter

Use platforms like Flaunter to streamline your efforts. Upload your media kit to make it easy for journalists to access your imagery and product information. Monitor engagement using tracking tools to see who’s downloading your assets and following up. Learn what works and adjust your future pitches based on results.

Getting your products into Christmas gift guides takes preparation, persistence and a little holiday spirit. By refining your pitch, preparing impeccable assets, and understanding the media’s needs, you can position your brand to shine brightly this festive season. Start now, and make your product the gift everyone’s talking about this Christmas!

How to secure Christmas coverage