Gift Guide Pitching 101: How to Get Featured in the Best Christmas Gift Guides
Landing a spot in a top Christmas gift guide isn’t about luck — it’s about understanding exactly what editors need and delivering it at the right time, in the right way.
This post breaks down the essential steps brands should follow to pitch their products effectively, avoid wasting time, and secure high-impact festive press coverage without the cost of a PR agency.
Step 1: Shift Your Mindset
One of the biggest mistakes brands make when pitching for gift guides is treating it like a promotion.
They send long, brand-heavy emails about their mission or entire product catalogue. But editors aren’t looking for your story — they’re looking for content that fits theirs.
They’re curating very specific gift solutions for their readers, like:
The perfect £30 stocking filler
The best eco gift for dog lovers
Luxury gifts for the person who has everything
The goal? Show them exactly how your product fits into that category — clearly and quickly. Pitching from the editor’s point of view makes everything easier.
Step 2: Be Gift Guide Ready
Before sending a single pitch, brands should have the following ready:
✔️ High-res cut-out imagery on a white or transparent background (PNG or JPEG)
✔️ Confirmed product pricing and launch date (if relevant)
✔️ A strong hook on what makes the product giftable — e.g. personalised, beautifully packaged, eco-conscious
Even great products get skipped if editors don’t have everything they need at a glance. To increase chances of being found, image files should be clearly named with the brand name and price point.
Step 3: Write a Clean, 3-Line Pitch Email
The ideal gift guide pitch email should be short and structured like this:
1️⃣ Personalise:
Start with a friendly, direct opener like:
“Hi [First Name], hope you’re well! I wanted to put forward our products for your Christmas gift guide.”
If the guide has a specific theme, mention it — e.g. “They could be a great fit for your ‘Under £50’ or ‘Sustainable Gifts’ sections.”
2️⃣ Hook:
Explain what makes the product special and giftable — whether it’s handmade, a bestseller, or has standout packaging.
3️⃣ CTA:
Mention that high-res images are available, and that samples can be sent if helpful.
Example Pitch Email:
Subject: Eco-Friendly Candles Under £50 for Your Gift Guide
Hi [Name],
I loved your “Sustainable Stocking Fillers” guide last year. I think our eco soy candle could be a great fit for this year’s Christmas gift guides.
They’re hand-poured in the UK, made with 100% natural ingredients, and retail at £29 — perfect for the under-£50 sustainable gift category.
We have high-res imagery available — let me know if you’d like images or a sample sent over!
Thanks so much,
[Your Name]
Bonus tip: Use keywords like “Christmas gift guide,” “candles,” “gifts under £50” in the pitch — journalists often search their inboxes by keyword.
Get your brand Christmas press-ready, with image specs, hook prompts, and pitch template to land festive PR coverage.
Step 4: Pitch to Specific Categories
Avoid vague lines like “Thought this might be a fit.” Instead, help editors visualise exactly where your product goes:
Gifts for Her
Wellness Gifts
Gifts Under £50
Food & Drink Gifts
Tech Gifts for Kids
Gifts That Give Back
If a publication doesn’t list specific categories, check what they’ve featured in previous years. Match your pitch accordingly — luxury items to glossies, handmade to homespun titles.
Step 5: Follow Up Like a Pro
Silence doesn’t mean a no. Editors often wait until they’ve received a batch of pitches before reviewing.
Send one follow-up about 7 days after your original pitch. If you know the guide’s deadline, also send a short follow-up around 7 days after that deadline.
Follow-Up Template:
Hi [Name], just following up to check you received my Christmas gift guide submission below. Let me know if you need any images — happy to send them over!
There’s no need to follow up more than once. If they don’t respond, it’s not personal — and the relationship may still lead to a future feature.
Step 6: Start Earlier Than You Think
Christmas gift guides are finalised well ahead of December. Here’s the typical pitching timeline:
Long-lead (print magazines): Pitch in July & August, finalised by September
Short-lead (weekly mags & newspapers): Pitch in September–October
Online & daily press: Pitch in October–December
So if it’s summer — yes, it’s time to start pitching.
Final Thoughts
Getting featured in Christmas gift guides isn’t about being a big brand. Editors love featuring independent brands — but only if those brands make it easy.
✅ Be early
✅ Be clear
✅ Be helpful
Platforms like PR Dispatch exist to support this process — offering:
Journalist gift guide requests (July–December)
Proven pitch templates and image checklists
Press contact databases and live expert feedback
And one final tip: most brands have one standout product that performs best in gift guides. Figure out what yours is — and lead with it.
Want help pitching this Christmas?
Join PR Dispatch and make this festive season your most press-worthy yet.