How to turn December press mentions into January sales

Landing press coverage in December is a big win, but it doesn’t have to end there.

While December gift guides and festive features are often seen as the peak of seasonal PR, the smartest brands know how to stretch that momentum well into January (and beyond). At PR Dispatch, we work with product-based brands that don’t just secure coverage, they know how to extend its impact across channels and into the new year.

Here’s how to turn your December mentions into more than a festive moment and turn them into long-term visibility, sales and trust.

1. Reshare your coverage in January (it’s not too late)

Just because the coverage landed in December doesn’t mean you can’t shout about it again. Most audiences miss content the first time around — and when sales naturally slow down in January, reposting your press is a smart, low-effort way to rebuild momentum.

Try this:

• Add the feature to an early-January Instagram post or Story

• Update your “Press” or “As Seen In” section on your homepage

• Include it in your first newsletter of the year

• Mention it in any “New Year, same values” or founder-focused messaging

You’re not bragging, you’re reinforcing your brand’s credibility at a time when customers are making fresh purchasing decisions.

2. Link coverage to your evergreen messaging

Don’t limit your press to Christmas-only language. A quote like “One of the best wellness gifts of the year” from Stylist still works in January if you tie it to a broader message like:

“Featured in Stylist’s top picks — our bestselling wellness set is perfect for a fresh start in 2025.”

Use the quote or logo as part of your product description, homepage banner, or social caption. You’re not recycling — you’re repurposing.

3. Build retargeting audiences from festive PR traffic

If your December coverage included backlinks to your site, you’ve likely had new visitors — even if they didn’t convert right away.

Here’s what to do:

• Use your Meta Pixel or Google Analytics to build a retargeting audience from that traffic

• Create ads with quotes, testimonials, or “as seen in” logos

• Pair the social proof with a new offer, product restock, or reminder

• This keeps your brand top-of-mind and nudges warm leads toward conversion in Q1.

💡 Press coverage makes your retargeting more effective because it builds trust first — and converts later.

4. Use your coverage as leverage for partnerships and outreach

January is often when buyers, collaborators and influencers are planning for the year ahead. Press mentions from a credible source make your brand more appealing in every conversation.

Use your December features in:

• Wholesale and stockist pitches

• Influencer collaborations

• Partnership proposals

• Product launch campaigns

A quick line like “Recently featured in The Independent’s Christmas gift guide” shows that your brand has momentum, even as the festive rush fades.

5. Include it in your New Year storytelling

If you're refreshing your website, relaunching products, or building a New Year campaign, your press coverage is part of that story.

People want to buy from brands they can trust. And trust is built through consistency and third-party validation. Don’t be afraid to lead with your feature as part of your January narrative.

✨ “Our bestselling planner was featured in The Times as a top wellness gift — and it’s back in stock just in time for 2025.”

Final thoughts

PR isn’t just for Christmas, and your coverage shouldn’t disappear once the last order ships.

By resharing, retargeting, and reusing your December mentions strategically, you extend the value of that press into the quieter Q1 season. It’s a smart way to maintain momentum, reinforce your brand story, and drive sales even when customer attention dips.

One important thing to note is that if you’re republishing coverage through your ‘owned’ marketing channels, you might be contacted by the NLA to obtain a media access copyright license.

The Content Works has written a blog post that might help explain the laws. Check it out here.

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