Consumers are now more intentional with their purchases, considering every penny spent due to the current financial landscape and their desire to support brands that align with their values. As a result, brands must adapt and innovate to capture consumer attention effectively. One highly effective strategy that often gets overlooked is leveraging Christmas press, which spans from July to December.

The power of Christmas press

Each year, over 35,000 products are featured in UK Christmas gift guides. During the festive season, retailers can acquire up to 59% more customers compared to other times of the year. Ignoring Christmas press in your PR strategy is no longer a viable option. For product-based eCommerce startups, Christmas press is a game-changer.

Christmas lowers the barriers to entry

Christmas creates a unique opportunity where the barriers to entry are significantly lower for getting featured in major publications. At this time, publications that would usually only focus on a certain category, broaden their horizons. For example womenswear in GQ or childrens in Good Housekeeping.  During this period, the demand for new, exciting products to feature in gift guides is at its peak. Publications like The Guardian, The Independent, and Glamour compile extensive round-ups of the best gifts, and these lists are highly sought after by consumers searching for gift ideas.

When consumers look for gifts, they often search terms like “best gift for friends,” or “stocking fillers under £15,” which leads them to these trusted round-ups. Being featured in these guides is more than just about visibility; it’s about building trust. Studies show that consumers are 98% more likely to purchase a product if it has been reviewed or featured by a reputable source. Therefore, not being present in these spaces can put your brand at a significant disadvantage, no matter how great your product is.

Increased product features

Q4 which includes the Christmas season, offers tens of thousands of product coverage opportunities. Publications are actively seeking diverse and interesting products to recommend to their readers. This increased demand for product features translates into more chances for your products to be showcased to a wider audience.

Capitalising on increased spending

Christmas is a prime time for consumer spending, making up 46% of the total share of retail occasions annually. This surge in spending means that consumers are more open to discovering and purchasing new products. By securing a spot in Christmas gift guides, eCommerce brands can tap into this increased consumer willingness to spend.

Steps to Christmas Press

• Identify target publications: Research and create a list of publications that are known for their gift guides. Look for those that align with the brand’s values and target audience.
• Craft a pitch with great hooks: Develop a pitch that highlights why the product is a must-have for the festive season. Emphasise unique features, benefits, and attach press-worthy photography.
• Build relationships with editors: Start reaching out to editors and journalists well in advance of the festive season, many long-lead publications begin compiling their gift guides in July. Building a rapport can increase your chances of being featured.
• Offer samples: Be prepared to send product samples to editors, especially if your product is something that needs to be seen to be appreciated such as scents or food and drink items. A hands-on experience with your product can significantly boost your chances of being included in gift guides.

Incorporating Christmas press into your PR strategy is a no-brainer for product-based eCommerce startups. The festive season offers a wide range of opportunities for visibility, credibility, and attracting new customers. By understanding the unique advantages of Christmas press, startups can navigate the competitive landscape more effectively.