What editors are planning for Christmas right now (and why it matters)
If you're wondering when to start Christmas PR, the answer is earlier than most brands expect.
While Christmas may still feel a long way away, editors are already thinking about festive content. Gift guides are planned months before they are published, and what you do in July can make the difference between securing Christmas coverage or missing out.
When editors plan Christmas gift guides, they are looking for products that fit their readers, match upcoming trends and give shoppers useful gift ideas.
The brands that get featured are usually the ones that pitch at the right time, understand what editors are looking for and make it easy for them to say yes.
When do editors start planning Christmas gift guides?
Earlier than most people realise.
Gift guides are compiled months before they appear online or in print.
Long-lead magazines need plenty of time to plan their Christmas issues. Editors need to choose themes, find products, request samples, organise photography and prepare content before publication.
By July, many print titles are already working on Christmas content.
Editors are deciding which gift guides they will create, what products their readers will love and which brands they want to hear from.
This is why waiting until September or October means missing some of the biggest opportunities.
Why does Christmas PR timing matter?
The best Christmas PR opportunities often go to brands that are prepared early.
Editors receive lots of product pitches, especially during the festive season. A great product can still be missed if it reaches the right editor too late.
Starting your Christmas PR in July gives you time to:
Find the right publications
Understand what each editor covers
Prepare your pitch
Share strong images and product information
Build relationships before the busiest period
Timing does not guarantee coverage, but it gives your brand the best chance of being considered.
Consumers are shopping earlier too
Editors are planning earlier because shoppers are changing how they buy.
Research from 2025 found that 26% of UK adults finish their Christmas shopping before Black Friday.
This means gift guides are becoming useful earlier in the year. Readers are looking for inspiration before the traditional Christmas shopping rush begins.
For brands, this creates a bigger opportunity. But that opportunity goes to the businesses that are ready when editors are planning.
When should you pitch Christmas gift guides?
For many brands, July is the ideal time to start planning.
The best pitching window will depend on the publication, its lead time and when its Christmas content is being created.
If you wait until Christmas is approaching, many editors may already have their gift guides planned.
Instead, use July to:
1. Choose your strongest Christmas products
Not every product needs to be pitched for Christmas.
Think about the products that make strong gifts or fit naturally into festive content.
Ask:
Would someone buy this as a Christmas gift?
Does it solve a gifting problem?
Could it fit into a specific gift guide category?
2. Research the right publications
A successful Christmas pitch starts with knowing where your product fits.
Look at publications that regularly feature gift guides and identify the editors who cover your category.
A targeted pitch will always be stronger than sending the same message to every publication.
3. Prepare your images
Strong imagery can make a big difference.
Editors need clear visuals when deciding which products to include.
Make sure you have:
High-resolution product images
Lifestyle images where possible
Clear product information
Pricing and availability details
4. Make your pitch easy to use
Editors are busy, especially when planning seasonal content.
Include the information they need upfront:
What the product is
Why it suits their readers
Price
Where to buy it
Images
The easier you make their job, the easier it is for them to consider your product.
How far ahead should you pitch Christmas gift guides?
Starting early is important, but timing your pitch well matters too.
Our golden rule is:
Pitch around 2–4 weeks before the deadline.
If a publication shares an approximate deadline rather than a confirmed date, use the publication’s lead time as your guide.
Confirmed deadlines
If a publication shares a specific deadline:
Pitch: 2–4 weeks before the confirmed deadline
Follow up: 5–7 days after the deadline
This gives editors enough time to consider your product while keeping your pitch relevant.
Approximate deadlines
Some publications share a broader timeframe rather than an exact date.
In this case, pitch within the publication’s lead time. We usually recommend aiming for around 4 weeks ahead rather than using the broader 2–4 week window.
Pitch: Around 4 weeks ahead of the relevant lead time
Follow up: 5–7 days after sending your pitch
Christmas gift guide lead times
Different types of publications work to different schedules.
Long-lead print magazines
Planning period: July to September
These publications plan furthest ahead. By summer, many are already deciding which products will feature in their Christmas issues.
Short-lead print magazines
Planning period: September to late October
These titles work closer to publication, but Christmas planning is still underway well before December.
Online publications
Planning period: September to December
Online gift guides can be more flexible, with opportunities appearing closer to Christmas. However, earlier pitching still gives you more time to be considered.
What are editors looking for in Christmas gift guides?
Every publication is different, but editors usually look for products that are:
Relevant to their audience
Visually appealing
Available to buy
A good fit for their gift guide theme
Supported by clear information and images
A product does not need to be from a huge brand to be featured.
Smaller brands can secure Christmas coverage too, especially when they understand the publication, pitch at the right time and offer something their readers will genuinely value.
The biggest Christmas PR mistake brands make
The biggest mistake is waiting too long.
Many brands assume Christmas PR starts in autumn. But by then, some editors have already planned their gift guides.
The brands that give themselves the best chance are the ones preparing before the Christmas rush begins.
Start your Christmas PR before editors need you
Christmas PR is not about sending more pitches. It is about sending better pitches at the right time.
Start planning in July, understand what editors are looking for and make sure your products are ready when opportunities appear.
Because when Christmas arrives in stores and on screens, many editors have already made their decisions.
The earlier you start, the more opportunities you create
Christmas gift guide coverage is not won overnight.
The brands that get featured are usually the ones that start early, understand what editors need and make it easy for them to choose their products.
July is the time to start preparing, building your target list and looking for opportunities. By the time Christmas is everywhere, many editors have already made their plans.
Start early, pitch with purpose and give your brand the best chance of being part of this year's Christmas gift guides.
Frequently asked questions about Christmas PR timing
When do editors plan Christmas gift guides?
Many editors start planning Christmas gift guides months before they are published. Long-lead print magazines often begin working on festive content during the summer.
When should brands start Christmas PR?
July is a good time for brands to start planning and pitching Christmas PR, especially if they want to be considered for print publications and larger gift guides.
Is July too early to pitch Christmas products?
No. July is often when editors are beginning to plan Christmas content and look for products to include in upcoming gift guides.
How early do magazines plan Christmas content?
Many magazines plan Christmas content several months in advance to allow time for product selection, photography, editing and production.
Want to be featured in this year's Christmas gift guides?
PR Dispatch helps product and eCommerce brands access and pitch to relevant press opportunities.
Get access to hundreds of Christmas gift guide requests between now and December, plus the tools, templates and expert support you need to create stronger pitches and build relationships with editors.
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