GET INTO HOLIDAY GIFT GUIDES: 5 GIFT GUIDE CURATORS TELL US WHAT THEY WANT FROM BRANDS THIS SEASON
With summer in full swing, brands with giftable or seasonal products should already be turning their attention to the holiday shopping season. In the PR world, this is prime time for pitching brands for inclusion in those coveted holiday gift guides. If you want to know how to get into holiday gift guides, follow these tips from the pros who make the gift guides.
While there’s no secret sauce to getting chosen, there are some things you can do to make your brand stand apart from the masses. We spoke to 5 gift guide curators about what they want to see from brands this holiday season:
DAVID MOYE – WEIRD NEWS EDITOR, HUFF POST
“I specialize in weird gift guides. I compile them for Christmas, Valentine’s Day, Mother’s Day, and Father’s Day. I also do a tasteless Halloween costume guide and, in December, a Christmas gift guide devoted to celebrity side hustles.
- • I’m basically looking for products that raise eyebrows or make the mouth drop.
- • As you can see from last year’s guide, I am a fan of lifestyle photos that fit the holiday. For Father’s Day, I favor photos showing DADS using the product.
- • I care if the product is weird and if the photo is entertaining. Those are the top two concerns.”
Do brands need affiliate links?
- • “I have an editor look at the guide beforehand to see if there are affiliates we can link to, but I don’t pay attention.”
TRAE BODGE – FREELANCE CONTRIBUTOR AT MARKETWATCH, CONTRIBUTOR MSN.COM, FOUNDER OF TRUETRAE.COM
“The timing for holiday gift guides is different for many writers, but reaching out early – I’d say in late July/early August is always better. Even if they aren’t thinking about a holiday yet, some writers will be open to taking a look at the product you are proposing to bookmark for when they are ready. Or, they will tell you what timing works for them.
- • Be willing and able to send samples. Holiday gift guides are very competitive and have limited space. You can’t expect to stand out from the pack if writers can see/touch/taste what you are offering.
- • Even if a writer is open to considering a product without a sample, your pitch may lose luster over time as they experience comparable items in person.”
Do affiliate links or discounts make a difference in what gets chosen?
- • “Most publications require affiliate links, so setting them up (or selling on a platform that has them, like Amazon, Etsy, etc.) should be a priority. But, I have also seen brands lean too heavily on affiliates like it’s the first thing they mention in a pitch. Remember, the product/gift is the star, not the affiliate link.”
Steve Greenberg – “Gadget Guy” & TODAY Show Contributor
“I like showcasing products that solve a problem and are fun to demo on TV — another factor, the product must be not only affordable but also a good value.
• Visually exciting is critical
• Seasonal connection always helps but not the packaging — the product must “fit” the holiday or time of year”
Do affiliate links or discounts make a difference in what gets chosen?
- • “Affiliate links and discounts mean nothing for my segments.”
BRYCE GRUBER – SENIOR SHOPPING EDITOR, TRUSTED MEDIA BRANDS
“Even digital works well ahead of holidays and deadlines now to keep up with search algorithms. Start pitching .com holiday content in August at the latest. We usually set it live by September and then continue to tweak up through November.
- • We love products that offer good value (every mag is in this boat now bc of recession vibes and consumer behavior)
- • Things that have real-life practicality (so a pair of fuzzy slippers is better than an ornamental wall plate, for example)
- • And if they’re on Amazon or major retailers, we love good reviews!
- • For TV segments, the same, but we need easy national accessibility.”
KEVIN CORTEZ – COMMERCE EDITOR, HEARST MAGAZINES
“Generally speaking I work on anything in the lifestyle space. Although I write for brands that are more health and fitness-forward, the holidays tend to open the borders of coverage for many commerce writers across the board, including myself. For gift guides, I write about the hobbies and lifestyles that stand adjacent to the audience I typically speak to.
- • I’m into products with hooks that solve problems that I didn’t know needed solving.
- • If a product doesn’t have that problem-solving angle, it’ll catch my eye if it comes across my desk in a neat or cleverly-designed package.
- • If you can’t deliver in problem-solving, dazzle me with aesthetics.”
How important is it that a product has an affiliate link?
- • “Very, but it’s not a dead end. If a product undeniably solves a problem I’m looking to address, I’ll cover it. Affiliate certainly helps.