Holiday Gift Guides Are Already In Motion
Is Your Brand in the Room?
We’ll keep it simple: If your product-based brand wants a coveted spot in the holiday gift guides, roundups and “best of” lists that drive year-end revenue… you should be pitching now.
And if your target customer includes women, this is even more urgent.
Women drive 85% of all consumer spending, make 75% of holiday gift purchases. They influence decisions across everything from wellness to tech to automotive and home goods.
If your product is designed to improve women’s lives – in health, wellness, fashion, culture or community – Q4 is your proving ground. You can’t afford to miss the moment.
🕰️ Long-Lead vs. Short-Lead: The Holiday Pitching Timeline
There’s a misconception that thanks to social media and digital publishing, journalists work last-minute. And sure, some short-lead opportunities do come together quickly, but that’s not where most gift guide coverage is born.
Long-lead opportunities: National publications, lifestyle magazines and established outlets often finalize gift guide content 3-5 months in advance. That means July through September is prime pitching season.
Short-lead opportunities: Digital outlets, influencer content and some trade publications may have tighter turnarounds – but they still plan months out for major features.
If you’re waiting until October to start, you’re trying to knock on the door after the editors have already gone home.
🛒 Affiliate Programs: Not a Dealbreaker — But Definitely a Door Opener
Here’s the truth: media still loves discovering small, independent, mission-driven brands. A great story, a striking product, or a differentiated point of view can absolutely earn you a spot in a gift guide or roundup – no affiliate link required.
But.
Affiliate marketing is increasingly part of the editorial equation. Publications and influencers alike are under pressure to monetize their recommendations, which is why products that are affiliate-ready often have a leg up.
Platforms like:
Amazon Associates
LTK (formerly LIKEtoKNOW.it)
ShareASale
Skimlinks
…make it easy for media outlets to earn passive revenue on products they feature and that reality can sway editorial decisions, especially when everything else (quality, price point, relevance) is comparable.
Great storytelling gets you noticed. Smart affiliate strategy helps you close the deal.
Our advice? Do both. Build your product narrative and get your affiliate infrastructure in place. That way, you’re never the brand that an editor wanted to include… but couldn’t.
📰 What Editors Are Programming Now
Journalists aren’t just daydreaming about snowflakes in August for fun. The types of stories that get mapped out right now include:
Best Gifts for Busy Moms / New Parents / Women on the Go
Stocking Stuffers Under $25
Self-Care Gifts for a Stressful Year
Sustainable & Ethical Gift Ideas
Top Wellness Products for 2026
Gifts that Give Back: Social Impact Brands to Know
If your brand touches any of these categories, and especially if it falls into our favorite category – products, services and platforms that make women’s lives better – this is your cue to be pitching.
✅ The Holiday PR Readiness Checklist
Want to compete in the gift guide gold rush? Here’s what you need in place by August:
Media-Ready Assets: High-quality product photography (lifestyle + clean white background).
Pricing Clarity: Clear MSRP, special promotions and any bundle offers.
Shipping Details: Especially cut-off dates for holiday delivery.
Promotional Calendar: What discounts or offers will you run and when?
Dedicated PR Contact: Who’s managing your media relationships? Editors won’t chase you down.
Affiliate Program Enrollment: Amazon, LTK, etc. or your preferred platform.
❌ Bonus Section: What NOT to Do
Don’t pitch editors without understanding how your business and brand fit into their coverage area.
Don’t forget to include links to your website and/or affiliate partners.
Don’t send low-res or poorly styled product images.
Don’t pitch “just saying hi” – always offer a clear, newsworthy angle or seasonal relevance.
Don’t forget to follow up. Politely and professionally, but consistently.
🔍 Final Thoughts: Show Up or Get Overlooked
The brands that win Q4 don’t land there by accident, they’ve planned for it months in advance.
If women drive 85% of spending, they’re shaping which products get bought, shared and recommended. If this is YOUR intended audience, holiday is a huge opportunity to build trust and credibility.