How to Get Your Product Into Holiday Gift Guides

It’s that time of year for consumer brands. As we turn the corner on summer, attention shifts to the holiday season and the corresponding consumer spending. According to CNBC / NRF Retail Monitor, holiday sales grew by 4.1% in 2025, showing a continued focus on spending during the annual season. In correlation, consumer media heavily covers holiday gift guides during this time of year, helping shoppers find the must-have products of the season. The competition is fierce, with brands of all sizes competing for limited space across gift guides, round-ups, deals and more. If you’re a consumer brand, this time of year can feel overwhelming, particularly since holiday performance often matters most. 

As you evaluate your marketing playbook, PR should be a top priority for winning the holiday season. While consumer spending naturally increases during this season, PR opens many doors beyond just traditional media coverage. A recent study found that 29% of shoppers use AI to help build their shopping lists, demonstrating the growing importance of visibility across AI-powered search platforms. Third-party credibility from public relations can boost discoverability in these platforms in addition to bolstering awareness through traditional channels. 

If you’re looking for insight on how to capitalize on this upcoming season, you’ve come to the right place. 

When should you start pitching holiday gift guides?

The holidays are a prime time for visibility. Shoppers are looking to spend and turn to their trusted sources to tell them where their dollars should go. To increase your exposure during this time, it’s critical to start preparing early. Plan ahead across your marketing calendar to identify key inflection points in your PR strategy. For example, are you launching anything new for the holidays? Could you offer the media an exclusive sneak peek before a product launches? Or will you run promotions across major deal holidays, such as Amazon Prime Day, Black Friday or Cyber Monday? 

Capturing a broad view of these activities can help you map out an effective PR strategy for media outreach efforts throughout the holiday season. By strategically timing what you’re putting in front of the media can make all the difference in your success. 

How do I make my product stand out? 

During the holiday season, media are inundated with products, pitches and story opportunities, making it harder than ever to break through the noise. The key is having a compelling story, not just a compelling product. Start by digging deeper into your brand and product: Who are the people behind it? What makes it different? What problem does it solve? What unexpected or timely angle could make it relevant to the media and their audiences? For some brands, the challenge is having too many potential stories. In that case, the goal is to identify the strongest narrative and determine the most compelling way to bring it to life.

How do I find media to cover my product? 

As part of your narrative development, you must identify the right media to capture that story and put it in front of your audiences. Wide-reaching and prominent national media can spread the story far and wide, but they are also the most competitive to secure an inclusion. Consider what publications speak directly to your audience. Review the journalists at these publications to identify who your product would resonate with most and ensure they’re on your list of media targets. For more niche products, you may need to dig deeper to find who speaks to their audience and evaluate opportunities beyond traditional media, such as substacks with loyal and active followings. 

How should I prepare products for holiday gift guide consideration?

Many journalists like to experience a product firsthand before considering it for upcoming articles and coverage. Once they’re interested, be prepared to ship product samples or previews to interested media, allowing them to experience it directly and understand why this product should be considered. Pro tip: Be thoughtful about these samples. Review your packaging and any other informational materials that will accompany the sample. Often, this is your product's or brand’s first impression for the journalist, so make it count. 

How do I capitalize on last-minute holiday gift guide opportunities? 

While preparation and strategy will drive the most success during this time, it’s also critical to be flexible as the media landscape and conversation shift throughout the season. Despite all your planning, last-minute gift guide opportunities will still pop up that require quick information or samples. Sometimes a new trend surfaces that opens doors to new story opportunities. Momentum doesn’t stop with preparation. It continues right up until the holidays, ensuring journalists have everything they need to showcase your brand and product. 

How do I keep PR momentum going after the holidays? 

While the year might be winding down by December, the fun is just getting started for consumer brands. January kicks off major events, like the Consumer Electronics Show (CES) in Las Vegas, where consumer technology brands from around the world debut the latest and greatest products entering the market. 

And, while the holiday season might be over, public relations should never stop. An always-on approach that combines strategy with thoughtful and narrative-driven storytelling will keep momentum going into the new year, strengthening media relationships and ultimately your results. 

Gearing up for holiday gift guide season? Our senior team understands how to build consumer PR programs that deliver bottom-line impact, particularly during this critical season. Reach out to us today to learn more about how we can support your brand through this holiday season and beyond: ignite@thesparkteam.com.