PR for Procrastinators: Last-Minute Tips for Getting Your Product in a Holiday Gift Guide
It’s November, and if you haven’t started holiday gift guide pitching yet, you’re not alone. As the owner of a small business, you’re juggling numerous roles—from holiday sales prep to 2025 planning. It’s no surprise you’re only now thinking about getting your products into those valuable holiday round-ups. While ideally, you would have kicked off holiday gift guide pitching in October, there’s still time to secure last-minute placements! Here’s how to make a strong impression on a tight timeline.
Prioritize Digital Gift Guides and Local Outlets
As November rolls on, many major magazines and print publications have already finalized their holiday content. But there are still opportunities with online publications, blogs, and local media outlets, which tend to have shorter lead times and may still be open to new pitches. Here’s how to go about it:
Target local media: Reach out to local newspapers, community magazines, and even local bloggers who might still be looking for unique holiday products from nearby businesses.
Consider niche blogs and e-commerce sites: These types of blogs and sites often have gift guide sections that they update throughout the season, making them prime targets for last-minute outreach.
Focus on digital outlets: Digital publications can publish faster than print, so zero in on online gift guides where editors may still be open to considering new products.
Create an Eye-Catching, Time-Saving Pitch
Editors and bloggers are busy, especially as holiday deadlines loom. It’s crucial to make your pitch as clear and direct as possible.
(This is where partnering with PR pros can be helpful. We’ve honed our pitch strategy over time and know what works best. Interested in working with PBPR for the holidays? Schedule an intro call with us today!)
A focused, time-saving approach can increase your chances of catching their attention, even at the last minute. Here’s what that looks like:
Use a clear, descriptive subject line: Try a subject like “Last-Minute Holiday Gift Idea: [Your Product]” or “Unique Gift for [Audience] — Perfect for Your Guide.” You want something that tells the reporter what you’re pitching and why it matters NOW.
Keep it short and direct: Briefly introduce your product and its unique holiday appeal in two or three sentences. Think of it like an elevator pitch—concise, relevant, and attention-grabbing. Additionally, don’t forget to include images (or a link to a folder of image options) so that if the reporter decides to include your product, they already have everything they need within the pitch.
Highlight immediate availability: Emphasize that your product is in stock and ready to ship, which is appealing to editors who want to avoid supply chain delays. For local outreach, it may also be helpful to note how quickly local residents can receive their order once it’s placed.
Emphasize Gift-Worthy Qualities That Make It Stand Out
At this stage, editors are finalizing their content and want products that truly stand out. Identify and emphasize what makes your product perfect for holiday gifting. Here are some tips on how to do so:
Focus on popular themes: Many holiday guides focus on themes like “eco-friendly,” “locally made,” “gifts under $50,” or “unique stocking stuffers.” See where your product fits and emphasize those qualities. Pro tip: Look up gift guides with those themes from last year and add those reporters to your outreach list. It’s likely they’ll be publishing new lists with the same theme this year.
Mention customer favorites: If your product has consistently positive feedback or reviews, include a short mention of this. Social proof can help an editor feel confident about including your item.
Tailor to the season: Show how your product fits into the holiday spirit. For example, “Handmade Cozy Socks for a Winter Night In” or “Luxury Tea Sampler for Stress-Free Holiday Mornings.”
Share Ready-to-Use Assets
Editors are moving fast to finalize content in November, so having high-quality images and links ready to go can make your pitch more appealing. It saves them time and effort, increasing the likelihood they’ll feature your product. Remember to:
Attach a few high-quality photos: Include a couple of product images—one on a plain background and one in a holiday setting, if possible. This gives editors flexibility in how they might feature it.
Provide a direct product link: Make it easy for them to check out your product with a link to the specific page or a press kit if you have one.
Offer a quick bio: Don’t forget to add one or two lines about your business. Highlighting the fact you’re a local, small business can resonate with editors looking to feature small or unique businesses.
Be Prompt and Prepared for Samples
If you have sample products available, offering one can still be valuable, even late in the game. However, since time is tight, be upfront about sample availability and make sure you can get it to them quickly if they’re interested. Here’s how to do so properly:
Offer samples for immediate shipping: Mention if you can ship a sample right away (and then make sure you can meet that demand). Something like, “If you’d like to experience it firsthand, I can have a sample shipped immediately to meet any deadlines.”
Include tracking for peace of mind: Let editors know when they can expect the sample to arrive, especially if you’re down to the wire. A tracked package ensures they’re kept in the loop and erases any unnecessary uncertainty.
Don’t Forget to Follow Up (Once!)
Follow-ups can be effective even in last-minute situations, but it’s essential to keep them brief and not overdo it. A single, polite follow-up a few days after your initial email can remind an editor about your product and possibly secure a spot in their guide. Try this:
Send a short follow-up: Try something like, “Hi [Name], just following up on my email from earlier this week about our handmade tea sets. If you’re still looking for gift guide options, I’d be thrilled to work with you!”
Respect the deadline: If there’s no response, don’t send multiple follow-ups—editors are likely overwhelmed, and it’s best to avoid pushing. Move forward with other outreach and mark it down as a potential contact for next year.
Why Last-Minute Pitching Is Still Worth It
Even though it’s November, gift guide pitching is still a valuable strategy. Many online gift guides update throughout the holiday season and stay live through December. Additionally, many digital publications do “last-minute” gift guides themselves, specifically tailored to readers who are shopping closer to the holidays. This extended timeline gives small businesses a shot at connecting with shoppers right up until the final days of the holiday rush.
Ready to Give Last-Minute Pitching a Try?
Holiday gift guide pitching can feel like a whirlwind, especially if you’re running late. But taking the time to send out even a few targeted pitches can make a big difference for your holiday sales. With a clear, concise pitch, eye-catching images, and a bit of hustle, you can still land valuable coverage this season. Happy pitching!
