The consequence? Hundreds of missed PR opportunities during the most commercially powerful season of the year.

So why do so many startups fall into the Christmas PR trap, and more importantly, how can you avoid it?

The myth of the December push

One of the biggest misconceptions about Christmas PR is timing. Many founders assume that media coverage for Christmas happens in November or December, when in reality, that’s when the results appear, not when the work begins.

Long-lead publications like print magazines and national glossies are working 3 to 5 months ahead. That means editors are selecting products for festive gift guides and product roundups in July and August, often while the rest of us are still on summer holidays.

By the time October rolls around, many opportunities have already been finalised. If you wait until Q4 to start pitching, you’ve already missed the boat with many of the UK’s most popular publications.

Why startups miss out

Startups are often running lean. It’s easy to get buried in the day to day demands of building a business, product development, sales, logistics, fundraising, and PR tends to take a back seat.

Other common reasons include:

• Lack of awareness of press lead times
• Limited budgets
• Unclear PR strategy, making it hard to pitch effectively
• A reactive approach, waiting to be discovered rather than proactively reaching out

All of this adds up to the same outcome: being left out of the Christmas conversation.

The cost of missing out

Christmas is by far the most commercially lucrative time of year for most eCommerce brands. Buyers are in a purchasing mindset, actively searching for ideas and inspiration for gifts, and press coverage plays a major role in what ends up in baskets.

Appearing in a Christmas gift guide can:

• Drive a spike in website traffic
• Increase product sales significantly
• Build brand awareness and consumer trust
• Add credibility by association with trusted outlets

These features can be game changing for brands. Missing them isn’t just a missed PR opportunity, it’s a missed growth opportunity.

How to get in early and stay ahead

Here’s how to beat the Christmas PR trap and give your startup the best shot at being seen during the festive season:

1. Start in June

Create your PR calendar with a Christmas focus starting in June. By July, you should be actively pitching to long-lead publications like Elle, Red, GQ, Stylist, and others that work months in advance.

2. Prepare your assets

Have high-quality imagery ready to go, both cut-outs and lifestyle shots, plus pricing, availability, and clear product descriptions. Journalists want products that are easy to feature and easy to buy.

3. Nail your messaging

Write a short, compelling pitch that clearly explains who you are, what your product is, and why it’s a perfect fit for their audience. Keep it concise, relevant, and festive.

4. Plan your outreach

Understand press timelines. Long-lead outlets need pitches by July/August, while short-lead publications and online publications may still be open to pitches in October and November. Plan your outreach accordingly.

5. Use tools

Platforms like PR Dispatch provide up to date press lists, pitching tips, and support to help you stay organised and reach the right contacts at the right time. Consistency is key, don’t worry if you don’t hear back right away.

6. Be ready with stock

If your product is featured, be prepared to send samples and handle increased demand. The press may request products last-minute, and customers will expect quick delivery. Make sure you're ready.

The startups that win at Christmas PR aren’t necessarily the biggest or most well known, they’re the most prepared. If you treat PR as a central part of your brand’s growth strategy and work ahead of the press calendar, you can make Christmas your most successful season yet.

At PR Dispatch, we help startups take control of their PR and get results, without needing big budgets or agency retainers. If you want to land gift guide coverage this Christmas, the time to start is now.

For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.