Gift guides vs. paid ads: Where should eCommerce brands invest their marketing budget?

As an eCommerce founder, deciding where to spend your marketing budget can feel overwhelming. You’ve got paid ads promising quick wins and PR opportunities that build long-term brand trust. So which is better for growing your brand — gift guide PR or paid ads?

In this post, we’ll break down the pros and cons of each, how much they cost, and which approach offers the best ROI (hint: it may be both).



What Paid Ads Offer: Speed, Reach, and Ongoing Spend

Platforms like Facebook, Instagram, TikTok, and Google Ads are built to drive fast results. You can get your products in front of thousands of people within hours — and when your targeting and creative are on point, it can result in immediate sales.

But there’s a catch.

Paid ads are getting more expensive every year. Cost-per-click (CPC) rates have been rising steadily across major platforms, and you’ll often find yourself paying more just to maintain the same visibility. Add to that ad fatigue, where audiences stop engaging with your content after a few days, and you’ve got a channel that requires constant management and fresh creative.


Most importantly: as soon as you stop paying, your traffic stops. It’s a classic pay-to-play model — one that can work well, but can also drain your margins quickly if you’re not careful.

What PR Delivers: Trust, Longevity, and Compounding Value

Now let’s talk about gift guide PR.

When your product is featured in a Christmas gift guide in a top publication like Stylist, Elle, House Beautiful, or even a trusted blog, you’re getting something paid ads can’t buy: editorial credibility.

These third-party recommendations build immediate trust with consumers. Unlike paid ads, press features feel organic, and your product is seen as worthy of attention — not because you paid for it, but because it was selected.

Here’s why that matters:

  • A gift guide feature can drive traffic for months, especially if it lives online and ranks in Google.

  • Some brands report ongoing sales spikes long after the holiday season.

  • PR features can be repurposed across your entire marketing strategy:

    • Add “As Seen In” logos to your website

    • Share press mentions on social media

    • Include editorial quotes in your email marketing

This kind of social proof increases conversions — without any extra ad spend.

Get your brand Christmas press-ready, with image specs, hook prompts, and pitch template to land festive PR coverage.

Cost Comparison: Paid Ads vs. Gift Guide PR

Let’s break it down:

Paid Ads:

  • Monthly cost: £500–£5,000+

  • Ongoing spend required

  • Visibility stops when you stop paying

  • High maintenance: requires regular testing and creative refreshes

Gift Guide PR:

  • Cost to send a pitch: £0

  • Time investment: research journalists, build a press list, write targeted pitches

  • Long-term brand value and exposure

  • Coverage can be earned, not bought

PR takes more planning upfront — especially for Christmas gift guides, where pitching begins in July — but once it’s in motion, it can deliver far more value per pound spent.

Why the Best Brands Use Both

The smartest eCommerce brands don’t view paid ads and PR as an either/or — they use them together.

  • Paid ads drive short-term revenue, ideal for key sales periods and launches.

  • Gift guide PR builds brand trust, strengthens conversion rates, and powers your marketing with social proof.

Together, they form a well-rounded marketing strategy that combines instant traffic with long-term credibility.

So… Where Should You Invest?

If your goal is brand growth, stronger customer trust, and marketing that compounds over time, then gift guide PR should be part of your strategy.

And the best part?

You don’t need a £3,000-a-month agency to do it.

At PR Dispatch, we help eCommerce brands like yours bring PR in-house. With expert training, updated journalist contacts, and plug-and-play pitch templates, you’ll learn exactly how to secure high-impact press features — without wasting money or time.

Final Thoughts

If you’re relying solely on paid ads, you’re leaving brand-building potential on the table. Gift guide PR not only boosts visibility — it builds a reputation that keeps delivering results long after the holidays.

Don’t just buy attention. Earn it.

And if you need help getting started, we’ve got everything you need inside PR Dispatch.


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