The top 5 mistakes brands make with Christmas PR (and how to avoid them)
Christmas PR can make or break your brand’s end-of-year results.
Get it right, and you can see your products featured in Christmas gift guides, building trust and driving sales.
Get it wrong - and you could waste weeks pitching into a void, missing the biggest visibility opportunity of the year.
The good news?
Most brands make the same handful of mistakes. And if you know what they are - and how to avoid them - you’ll be miles ahead of the competition.
Here are the top five Christmas PR mistakes brands make every year - and exactly what to do instead.
1. Waiting too late to pitch
The mistake:
Many brands start thinking about Christmas PR in October or November. By then, it’s too late for long-lead magazines, and even many short-lead and online gift guides are already locked in.
The fix:
You need to be planning well in advance.
Start pitching for Christmas gift guides in July and August for long-lead publications like Red, House Beautiful UK, and Elle Decoration UK.
Pitch to online outlets and short-lead media from September to early November.
Ideally, you should aim to be completely pitch-ready by the end of June, with your press materials, images, and story angles finalised, so you can hit the ground running as soon as journalists start working on festive content.
At PR Dispatch, we guide our members through exactly when and where to pitch, with timelines, templates, and press contacts to make sure you never miss a deadline.
2. Sending a product, not a story
The mistake:
Brands often pitch their product without connecting it to a clear category or editorial angle.
Editors aren’t looking to promote products - they’re curating solutions for their readers.
The fix:
When pitching, frame your product inside a theme or need, like:
Gifts Under £50
Sustainable Christmas Gifts
Luxurious Stocking Fillers
Best Gifts for Home Lovers
Make it easy for editors to see exactly where your product fits into their content.
3. Overcomplicating the pitch
The mistake:
Long emails filled with brand history, mission statements, and multiple product links overwhelm editors and get deleted.
The fix:
Keep your pitch short, sharp, and to the point:
Personalise the intro, make it short, sweet and straight to the point
Introduce one product (or a very small collection)
Provide price, availability, and a link to hi-res images
Offer samples if relevant
Remember: your goal is to make their job easier.
Inside PR Dispatch, we provide Christmas pitch templates that members can customise and send in minutes, without overthinking.
Get your brand Christmas press-ready, with image specs, hook prompts, and pitch template to land festive PR coverage.
4. Not being press-ready
The mistake:
Brands lose out because they don’t have what editors need when they need it: professional images, product details, or available samples.
The fix:
Before you start pitching, prepare:
High-resolution cut-out images (white or transparent background)
Product name, price, stockist info, and direct links
Samples available for quick dispatch if requested
An affiliate link for your product (not every publication will require it, but many increasingly prioritise products they can monetise through affiliate schemes — so having it ready puts you at an advantage)
It means when an opportunity arises, you can respond quickly without delays that might cost you the spot.
5. Giving up after one email
The mistake:
Brands send one pitch, don’t hear back, and assume the editor isn’t interested.
The fix:
Understand that journalists receive hundreds of emails a day, especially in the lead-up to Christmas.
Follow up once, around a week after your initial pitch, with a short, polite reminder.
Persistence - done professionally - is key.
Many features come from second or even third contacts, especially closer to deadlines.
Final thoughts
Christmas PR is one of the most powerful ways to drive awareness, trust, and sales for your brand.
But success isn’t random. It’s about timing, preparation, and smart pitching.
✅ Pitch early
✅ Frame your product inside the right story
✅ Keep it simple and professional
✅ Be press-ready
✅ Stay politely persistent
At PR Dispatch, we help brands avoid these common mistakes by giving you the tools, templates, contacts, and guidance you need to land real Christmas coverage - without the high agency fees.
Want to feel confident pitching this Christmas?
Join PR Dispatch and make this your best festive season yet.