How to Land Your Product on Major Holiday Gift Guides
Insider tips for pitching editors and securing listicle spots that drive real holiday sales…
The holidays are basically the Super Bowl for product-based businesses, and if you’re not featured on at least one holiday gift guide, you’re missing out on sleigh loads of sales.
But if you're a small business or solo entrepreneur, you may think these coveted spots are only for big brands with publicists and bottomless budgets.
Spoiler alert: They’re not.
You can absolutely land a feature in a holiday listicle, without selling your soul, spamming editors, or crying into your shipping labels. You just need strategy, style, and maybe one tiny secret weapon.
Know Your Target Press (a.k.a. Stop Blind Pitching)
Pitching your handcrafted soap to a tech site’s “Top 10 Gadgets of the Year” isn’t just a waste of time, it’s a good way to get ignored forever.
Start by researching where your product actually fits. Look at last year’s gift guides on sites your audience reads. Check what kinds of products they featured, price range, style, and categories.
Tip: Use Google like a boss.
Search: “Holiday gift guide site:[insert website]” or “Best gifts for [your niche] 2024”. (or whatever the prior year was to the current year).
2. Pitch Early or Forever Hold Your Peace
If you’re pitching in December, you’re not early; you’re basically whispering into the void.
Long-lead publications (magazines, big websites) work 3–5 months in advance. But don’t panic, smaller blogs, digital media outlets, newsletters, and influencers often finalize lists in October or November.
Best time to pitch: August to early November
Last chance: Mid-November for digital-only outlets and social media-based lists
3. Secret Sauce: Offer an Affiliate Code (Seriously)
Here’s the little known secret most small biz owners overlook:
Affiliate links = features.
Many editors, bloggers, and influencers earn commissions from the products they recommend, especially during the holiday rush. That means if your product doesn’t have an affiliate program, you might get passed over for someone who does.
Here’s how to use this to your advantage:
Set up an affiliate program via platforms like ShareASale, LTK, Skimlinks, or even your Shopify/Shoplazza backend.
In your pitch, casually include something like:
“We offer 15% commission through [affiliate platform], happy to send you a custom tracking link if that’s helpful!”
You don’t have to lead with it, just include it as a “by the way” bonus. It makes you look professional, media-savvy, and worth promoting.
Bonus: It’s a win-win. They earn when you sell, and you get your product in front of holiday shoppers.
4. Level Up Your Product Photos
You don’t need a full-blown photoshoot, but if your pics look like they were taken in a dim garage with your phone’s flash on… It’s a no from Santa.
Your product photos should be:
Well lit
On brand
On a clean (preferably white) background
At least one lifestyle shot showing it in action
Pro Tip: No high-res, no feature. Drop a Google Drive or Dropbox link so they can grab and go.
5. Holiday Gift Guide Pitch Email Template
Subject line ideas (choose one or use your own):
A Cozy Under-$30 Gift for [Niche]
[Editor’s Name], this [Product Type] might be perfect for your gift guide
A Fun Gift for [Target Audience] Handmade + Under $50
Add a Little [Benefit/Emotion] to Your Gift Guide This Year
Email Body:
Hi [Editor/Writer’s Name],
Hope your holiday planning is off to a festive start! I wanted to send over a quick product suggestion for any upcoming gift guides you’re working on.
Our product, [Product Name], is a [1-sentence description of what it is and who it’s for — e.g., “hand-poured soy candle made for people who need a ‘mental health break in a jar’”]. It’s been popular with [who your customers are “busy moms,” “self-care lovers,” “coffee snobs,” etc.], and we think it could be a great fit for your [name of guide, e.g., “under $50” or “for wellness lovers”] roundup.
Here’s the quick info:
Product: [Name]
Price: $[Price]
Buy link: [Link to your product page]
Photos: [Link to Dropbox/Drive folder with high-res images]
Available for: [Shipping region e.g., US only, worldwide, etc.]
And if helpful, we also offer an affiliate commission of [xx%] through [Affiliate Platform], and I’d be happy to send over a custom tracking link.
Let me know if you'd like a sample, I’d love to send one your way!
Thanks so much, and happy holidays
[Your Name]
[Your Business Name]
[Your Website]
[Instagram or other social handle, if relevant]
[Contact info]
Quick Notes:
Keep it to 1–2 short paragraphs + bullet points
Personalize the subject line and first sentence
Always offer high-res images + affiliate links if possible
Samples? Optional, but great if your product is tactile or edible
6. Follow Up… Without being a Stage-5 Clinger
One follow-up? Smart.
Two? Fine.
Three? You're haunting their inbox like the Ghost of Christmas Pitches Past.
If you don’t hear back in a week or two, move on and try another outlet. No passive aggressive guilt tripping. Editors are flooded this time of year.
Stay kind, stay classy, and keep pitching.
7. Nail the Niche Angle
Don’t just say “it’s great for everyone!” It’s not. No product is.
Find a specific angle that makes your product a no brainer for that one type of person.
Examples:
“For the foodie who adds hot sauce to everything”
“For your aunt who’s into wellness and owns 9 water bottles but still isn’t hydrated”
“For the dad who already owns a thousand tools, but not this one”
The more specific the angle, the more likely your product ends up in a niche round-up (which convert really well, by the way).
8. Can’t Get Featured? Make Your Own Damn Gift Guide!
No invite? No problem.
Team up with other small business owners in your niche and create a collaborative holiday gift guide. Promote it via your websites, email lists, and social channels.
You control the story. You tag your biz besties. Everyone gets more eyeballs.
Collab is the new clout.
You don’t need to be a big name brand to get big time coverage. Editors and bloggers love discovering small businesses, especially ones with heart, hustle, and great products.
So pitch boldly. Follow up once. Offer that affiliate link like a boss.
‘Tis the season to shamelessly promote yourself.
No guilt. Just strategy.
