The anatomy of a perfect gift guide pitch (with real examples)
Gift guides are golden opportunities for eCommerce brands to get featured in highly searched, evergreen press. Whether it’s Christmas, Mother’s Day or Valentine’s, editors are always on the lookout for relevant products. But a good product alone isn’t enough – you need to pitch it the right way.
At PR Dispatch, we’ve helped hundreds of brands secure coverage in gift guides using a method that’s clear, strategic and replicable. In this blog post, we’re breaking down the anatomy of a perfect gift guide pitch, with real examples to help you apply the formula.
Why gift guides matter (a quick reminder)
Gift guides drive traffic, boost credibility, and build backlinks. A single inclusion can result in hundreds (even thousands) of clicks, and because they’re often hosted on high-authority websites like Stylist, Glamour and The Independent, they boost your SEO too.
The catch? Editors receive hundreds of pitches for these guides. That’s why yours needs to stand out for all the right reasons.
What editors want in a gift guide pitch
Before we dive into the structure, let’s get clear on what journalists are looking for:
A clearly defined product that fits the theme (e.g. “For the foodie,” “Gifts under £30”).
High-quality imagery—ideally cut-out, high-res product shots.
Quick, scannable info: product name, price, link, and what makes it a great gift.
Pitches that are short, friendly, and to the point.
At PR Dispatch, we always say: think of your pitch like the caption to a great image. Short, specific and attention-grabbing.
The anatomy of a perfect gift guide pitch
Here’s the proven structure we teach in our platform—and what we’ve seen land our members in top-tier gift guides time and time again.
1. Clear subject line
This is your first impression, so make it count. Be specific about the product and the angle.
✅ Subject: Eco-friendly candles for Christmas gift guides – under £20
Avoid vague or salesy subject lines like “Great gift idea!” or “Christmas sparkle awaits!”
2. Brief introduction (1-2 lines max)
Introduce yourself and explain why you’re reaching out.
Hi [First Name],
I hope you’re well! I wanted to share a product for any upcoming Christmas gift guides you’re working on.
You don’t need to include a brand backstory here – keep the focus on the gift guide and the product.
3. Product details
This is where you make it easy for the editor. Think scannable, not salesy.
Product: Hand-poured soy wax candle
Brand: Lumi & Bloom
Price: £18
Link: www.lumiandbloom.com/candle
Why it’s a great gift: Made with essential oils and 100% natural wax, these candles are an affordable, sustainable stocking filler.
💡 Top tip: Always include the price and link—editors won’t chase you for info.
4. High-quality images
Journalists can’t include your product if they can’t see it. Attach 1–2 cut-out images (JPEG or PNG, 1MB max), and include a Dropbox or Google Drive link for more.
You’ll find cut-out and lifestyle images here: [link].
(No WeTransfer links – they expire!)
5. Friendly sign-off
Keep it warm and open-ended.
Let me know if you need anything else—I’d be happy to send samples or more info.
Best,
[Your Name]
Real example: A pitch that worked
Here’s a real (anonymised) example from one of our PR Dispatch members who secured a placement in The Independent:
Subject: Luxury Hair Accessories for Valentine’s Gift Guides
Hi [Editor Name],
I hope you’re well! I wanted to share a bestselling product from our brand, Everelle, that might be a great fit for any Valentine’s Day gift guides.
Product: Handmade silk scrunchie trio
Price: £24.99
Link: www.everelle.co.uk/silk-scrunchie-set
Why it’s a great gift: A luxurious and practical gift that works for all hair types—made from 100% mulberry silk
Cut-out and lifestyle imagery available here: [Dropbox Link]
Let me know if you’d like a sample.
Best,
[Your Name]
Result: Included in "Best Valentine's Day Gifts Under £30"
Common mistakes to avoid
❌ Writing long, salesy emails
❌ Forgetting the price or product link
❌ Using expired image links (WeTransfer!)
❌ Sending too early or too late—timing is key
Our final thoughts
Pitching to gift guides doesn’t need to be intimidating. With the right structure and tools, you can land your brand in the press – without a PR agency or big budget. The most successful brands are those that pitch consistently, stay relevant and keep things simple.
Want to pitch your products to upcoming gift guides?
Join our PR Dispatch Pro plan and get access to our media database, pitch templates and expert support. Let’s get your brand in front of the right journalists, at the right time.