How to get featured in Stylist Magazine’s Christmas gift guide

Every brand wants a spot in a Christmas gift guide, and for good reason. A feature in Stylist Magazine puts your product in front of thousands of shoppers right when they’re looking to buy. But with editors receiving hundreds of pitches each week, how do you make yours stand out?

We recently spoke with Stylist’s Deputy Editor, Tom Gormer, to find out how they curate their Christmas gift guides and what makes a pitch impossible to ignore.

Here are a few of the takeaways:

1. Stand out with something different

Tom’s number one tip: “Think differently. Think quirkily.”

If Stylist receives 50 candle pitches, what makes yours worth opening? One pitch that caught Tom’s eye wasn’t a perfume—it was a hair fragrance.

Ask yourself: what makes your product unusual or memorable? Is it the story behind it, a surprising design detail, or a fresh take on something classic? The more distinctive it is, the more likely it is to be chosen.

2. Make it easy for editors to say yes

Editors won’t chase missing details. Your pitch should be short, clear and fit Stylist’s tone.

Here’s what to include:

• A sense of how it connects with culture, daily life, or shopping habits

• High-resolution images in a live Dropbox (or similar) link

• Key product details up front (price, stockist, link)

A simple, well-prepared pitch saves editors time, and that makes it easier to feature you.

3. You don’t need to be a big brand

“It’s always nice to know if you’re a small startup business …you do want a nice mix of companies to support,” says Tom.

You don’t have to be a big name. What matters most is whether your product fits Stylist’s style. Look back at past gift guides: categories don’t change much, so research what they’ve included before you pitch.

4. Drop outdated labels

“For him.” “For her.” “For your mum.” Forget it.

“A good gift is a great gift, no matter who it’s for,” says Tom.

Pitch your product by experience, hobby, or interest, not gender. It’s more inclusive and much more Stylist.

5. Pitch early, not last-minute

Tom starts collecting ideas as early as spring, noting things in museum shops or pop-ups. The Christmas guide is put together in September, right after their autumn issue goes to press.

If you wait until October, you’re already too late. Pitch in summer to land on editors’ radars (and even their mood boards) before most brands start thinking about Christmas.

The takeaway

Getting into Stylist’s Christmas gift guide isn’t just about having a great product. It’s about showing something different, making life easy for editors, and pitching early enough to be considered. Do those three things well, and you’ll give yourself the best shot at landing a feature.

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