It's July. Most brands are focused on summer campaigns, but journalists are already researching Christmas gift guides and festive shopping features.
Every year, we're surprised by how many businesses don't realise Christmas PR starts months before December. By the time festive adverts appear and decorations hit the shops, many of the biggest media opportunities have already been secured.
If you want your product to be considered for Christmas gift guides this year, now is the time to start planning.
Why Does Christmas PR Start So Early?
One of the biggest misconceptions about PR is that journalists decide what to write about a few days before publication.
In reality, many publications work months in advance.
Print magazines often have the longest lead times, with Christmas issues being planned during the summer months. National newspapers, consumer websites and freelance journalists also begin researching festive content long before shoppers start filling their baskets.
Christmas is one of the busiest retail periods of the year, and journalists are tasked with finding the very best products across dozens of categories, from beauty and wellness to technology, food, travel and fitness.
The earlier brands put themselves forward, the more opportunities they have to be considered. Leave it too late, and many of the biggest opportunities may already have passed.
What Are Christmas Gift Guides?
Christmas gift guides are curated lists of recommended products created by journalists, editors, influencers and publishers.
Examples include:
- Gifts for fitness lovers
- Secret Santa gifts under £25
- Sustainable gift ideas
- Luxury Christmas presents
For brands, securing a place in these guides can deliver:
- Product awareness
- Website traffic
- Sales
- Valuable backlinks
- Third-party credibility
Many gift guides also remain online long after Christmas has passed, continuing to attract visitors through search engines and recommendations.
Why Gift Guide Coverage Is Becoming More Valuable
Traditionally, the value of Christmas gift guide coverage was measured through readership, website traffic and sales.
Those benefits still matter, but the way consumers discover products is changing.
Rather than relying solely on traditional search engines, people are increasingly using AI-powered search and recommendation tools to help them find products and make purchasing decisions.
Instead of searching for "best gifts for runners", consumers might ask:
- What should I buy my dad for Christmas if he loves golf?
- What are some sustainable Christmas gifts for someone who enjoys cooking?
- What's a thoughtful Secret Santa gift under £25 for a colleague?
According to Muck Rack's Generative Pulse 2025 report, which analysed more than one million user prompts across leading AI platforms, 85.5% of AI citations referenced earned media, while 96% fell within PR territory. Paid advertising and sponsored content featured only rarely.
In simple terms, AI trusts journalism more than advertising.
This means Christmas gift guides, product round-ups and editorial recommendations may influence not only readers, but also how products are surfaced through AI-powered search tools.
Every piece of earned media helps build the authority and credibility surrounding a brand online, making gift guide coverage more valuable than ever.
How To Improve Your Chances Of Being Featured
Getting into Christmas gift guides isn't just about having a great product.
Journalists receive hundreds, sometimes thousands, of pitches during the festive season. Making their job easier can significantly improve your chances of being included.
1. Have Strong Product Images
High-quality photography is essential.
Journalists often work to tight deadlines and need images quickly. If suitable photography isn't available, they may move on to another product.
Ideally, you should have:
- High-resolution product photography
- Lifestyle imagery
- White-background pack shots
- Images suitable for both print and online publications
2. Be Clear About Pricing
Gift guides are frequently organised around budgets.
Whether it's gifts under £20 or luxury presents over £100, journalists need pricing information immediately.
Make sure you can quickly provide:
- RRP
- Product descriptions
- Available colours or variations
- Purchasing links
3. Know What Makes Your Product Different
Journalists are looking for products with a story.
Ask yourself:
- Why would someone choose this over a competitor?
- What problem does it solve?
- Is there a compelling founder story?
- Is it innovative, sustainable or unique?
The clearer your differentiator, the easier it is for journalists to include your product.
4. Be Ready To Send Samples
Many journalists like to test products before recommending them.
Having stock available and a simple process for sending samples can make a significant difference.
Brands that respond quickly often have an advantage over those that don't.
What Happens If You Leave It Too Late?
By autumn, many gift guides have already been commissioned, planned or partially completed.
That doesn't mean coverage is impossible, but it does mean you're competing for fewer opportunities and tighter deadlines.
Starting in July gives you time to:
- Refine your messaging
- Create strong imagery
- Prepare product samples
- Build media lists
- Pitch journalists before inboxes become flooded with festive requests
Most importantly, it allows you to approach Christmas strategically rather than reactively.
The Best Time To Start Christmas PR Is Now
We know it feels strange talking about Christmas while you're still enjoying summer.
But the brands that secure the strongest festive coverage are usually the ones that start planning before everyone else.
While consumers won't begin Christmas shopping for several months, journalists are already looking for products to feature.
Our Christmas Gift Guide Project helps brands secure product coverage across national newspapers, magazines, websites and influencer gift guides during the festive season.
If you'd like your product to be considered for Christmas coverage this year, get in touch with our team.
Because when it comes to Christmas PR, getting ahead of the crowd has never mattered more.
