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In our latest blog post for The PR Insider, Cecilie Olsen, Head of Partnerships & Content at PR Dispatch, and Rosie Davies, Founder of PR Dispatch, share their expert advice on securing those all-important last-minute Christmas placements. Drawing on their extensive experience helping brands navigate the world of PR, Cecilie and Rosie reveal how you can maximise your chances of landing festive features even as deadlines loom.
With the festive season in full swing and shoppers actively searching for gifts, this is a crucial time for eCommerce brands to boost their visibility. Cecilie and Rosie break down the essentials for staying agile, crafting standout pitches, and responding to opportunities during the busiest time of the year.
What you’ll learn in this blog post:
Whether you’re an eCommerce brand owner, marketer, or PR, Cecilie and Rosie’s actionable insights will help you make the most of the holiday season and secure impactful coverage when it matters most.
With festive shopping in full swing, securing product placements is a surefire way to increase brand awareness, product visibility and sales. As Christmas approaches, it’s essential for brand marketers and in-house eCommerce teams to pull out all the stops to maximise Christmas coverage.
In this post, we’ll show you how to navigate the December press rush, write attention-grabbing pitches and stand your best chance in securing last-minute PR opportunities. There’s still time to secure Christmas features - but you’ll need to act fast.
Let’s dive in.
Understanding the December Press Landscape and What Journalists Need Now
December is crunch time for journalists and editors. They’re racing against deadlines to finalise their Christmas content, and knowing what they need - and when they need it - is key. During this month, the press is focusing on:
Christmas gift guides: Think “Top 10 gifts for tech lovers” or “Best stocking fillers under £20.”
Last-minute gifting ideas: Products that can be delivered quickly or picked up locally.
Festive feature stories: Lifestyle content that ties into Christmas trends or traditions.
How to Position Your Products for Quick Online Features When Time Is Running Out
Time is of the essence. Long-lead print magazines (like ELLE Decoration or GQ) finalised their Christmas content months ago, and most short-lead print outlets (The Guardian, The Times) have wrapped up their festive features by now.
Your best chance for last-minute coverage? Online publications - they have quicker turnaround times and are still publishing Christmas content.
Here are some top tips:
Online press moves quickly, so have high-quality images, and product and pricing details ready to send.
Spot a live gift guide or festive feature that suits your product? Many online publications update their articles regularly, so go in with your suggestions and let the editor know your product is a perfect fit.
Offer your expertise to stand out - journalists are always looking for expert insights. For example: “I’m a florist, here are 10 steps to create a festive floral display,” or “A guide to finding affordable gifts for art lovers.”
Pay attention to Christmas shopping behaviour or trends and tailor your pitch to align with what’s buzzing.
How to Write Stand-Out Pitch Emails for Christmas Features
Don’t let your email get lost in overflowing inboxes. Here are a few tips to help your pitch stand out:
Be specific with your subject line
Use a subject line that spells out exactly what you’re pitching, i.e. “Sustainable beauty gifts for Christmas” or “Stocking fillers under £20.”
Keep your pitch straight to the point
Journalists don’t have time to sift through lengthy emails. Keep your pitch short, sweet, and to the point - and give them everything they need.
A strong opening will hook the press in
State why you’re reaching out and how your product fits their gift guide and audience. Briefly highlight notable brand and product details, and pricing, and include hyperlinks.
Add keywords for searchability
Including keywords is a great way to make your emails searchable in a busy inbox. Words like “gift guide” and specific themes related to the product you’re pitching make sure that your email stands out when editors are compiling their guides.
Have a bank of high-quality images
Having the right images in the right format is key. Attach a small selection of low-res product images of the suggested products to the bottom of your email. Keep high-res (300 dpi) JPEG or PNG files ready to send if requested.
Don’t forget the follow-up
Depending on when you’re pitching in December, send a follow-up email 5-7 days after sending your pitch or after a ‘confirmed’ Christmas gift guide deadline on the same email chain.
How to Maximise Your PR Coverage with Last-Minute Opportunities and Reactive Strategies
As we approach the final stretch before Christmas, time is at the essence of securing those last-minute opportunities. A quick and adaptable strategy is essential to make the most of the last few weeks. Here’s how you can maximise your chances of success with a reactive approach:
Jump on reactive opportunities
Monitor journalist requests on platforms like X, Bluesky or Instagram (using hashtags like #JournoRequest). Respond promptly to the relevant requests with key information and assets.
Narrow your outreach
Focus on journalists and publications that are most likely to feature your product. Look at current gift guides to get an idea of those who have covered similar products or categories.
Pitch to online local press
Local and regional publications can be a great opportunity for coverage and might be less competitive than some of the bigger online magazines. Make sure your brand and giftable products are on their radar.
Stay agile and proactive
Draft pre-written pitches, product images, and key information to quickly respond to opportunities.
Wrapping up: A quick checklist for last-minute PR coverage
Here’s a quick checklist to make sure you’re ready for the final Christmas PR push:
Prioritise digital publications.
Tailor your pitch to fit seasonal themes and trends.
Keep your pitch concise and searchable.
Include high-quality visuals and key product details.
Monitor journalist requests and respond promptly.
Follow up once to stay on the press’s radar.
With a targeted approach, personalised outreach, and a bit of agility, you can still secure press coverage that boosts your product’s visibility during the busiest shopping period of the year.
Stay focused, be proactive, and remember - sometimes, those last-minute wins can be the most impactful.
Even if the products you’re pitching now don’t get picked up for Christmas, they could be a perfect fit for upcoming features in the new year. Editors plan their content in advance, so your pitch might be added to their 2025 calendar for unexpected coverage.
The end of the year is a great moment to start thinking about Q1 and upcoming seasonal opportunities. Tools like PR Dispatch’s Key Dates to Leverage PR & Marketing calendar are perfect for helping you stay ahead, with a list of national days and awareness dates.
With PR Dispatch’s Pro plan, you’ll get access to Christmas contacts, plus year-round gift guide requests and a database of 1,000+ contacts across product, profile, B2B, and more. Watch their 3-minute platform demo here to find out more.
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