The holidays are quickly approaching, but for journalists, holiday gift guide pitching starts months in advance. Black Friday, Cyber Monday, Christmas, and New Year’s roundups are some of the most-read stories of the season, and for brands, landing in one can mean massive exposure and sales.
To help you stand out in inboxes this year, we’ve put together the Ultimate Holiday Gift Guide Pitching Guide. Inside, you can find a master journalist list covering:
Black Friday and Cyber Monday shopping deals
Stocking stuffer gift ideas
Advent calendars and seasonal exclusives
Luxury, wellness, beauty, tech, kitchen, fitness, and lifestyle holiday guides
Last-minute Christmas gift coverage
Click below to get access to one of the above lists for $39 or get the complete list of all 12 holiday media lists for $99!
Below, we’ll break down pitching strategies for different gift guide scenarios and provide ready-to-use pitch templates you can adapt.
Every outlet, from The New York Times to BuzzFeed, publishes holiday roundups. But not every journalist covers every product. Knowing who to pitch (and how) is the difference between your product landing in a guide or being left unopened in an inbox.
Our curated list helps you:
Save hours of research: No more chasing bylines because we’ve done it.
Reach the right contacts: Target journalists who actually cover Christmas gift guides, Black Friday deals, stocking stuffers, and so many more.
Pitch earlier: Get ahead of editorial deadlines.
Download the full gift guide list below and continue reading for pitch templates:
Related Resource: Want more prep before you pitch? Check out our Pitch Guide series featuring journalists from outlets like Fortune, VentureBeat, and Glossy.
Gift guides are often structured around themes like Best Tech Gifts Under $50 or Stocking Stuffers for Foodies. Your pitch should clearly connect your product to that specific roundup.
Pitch Example (Template)
Subject line: A must-have stocking stuffer under $25
Pitch:
Hi [Journalist Name],
With the holidays coming up, I wanted to share a gift idea that would fit perfectly in your stocking stuffer roundups this season.
[Product Name] is [1–2 sentence description highlighting uniqueness, price point, and why it’s perfect as a gift]. It’s priced at just $[XX], making it a budget-friendly option that still feels thoughtful.
Happy to send product images, details, or a sample if you’re interested.
Best,
[Your Name]
Journalists covering Black Friday and Cyber Monday want to know the specific deal: discount amount, start/end date, and why it’s worth highlighting.
Pitch Example (Template)
Subject line: 40% off sitewide: [Brand Name]’s Black Friday Deal
Pitch:
Hi [Journalist Name],
I noticed you covered Black Friday and Cyber Monday deals last year and thought you might be interested in what [Brand Name] is offering this year.
Discount: 40% off sitewide
Dates: November 24–November 27
Best-sellers included: [1–2 examples of products]
This could be a strong fit for your holiday shopping coverage. Let me know if you’d like images, press samples, or more details.
Best,
[Your Name]
Advent calendars and limited-edition holiday sets are hugely popular, but journalists need to know what makes yours special.
Pitch Example (Template)
Subject line: Limited-edition advent calendar with 25 mini surprises
Pitch:
Hi [Journalist Name],
I wanted to flag a seasonal product that could be a great fit for your advent calendar coverage this year.
[Brand Name] just released its 2025 Holiday Advent Calendar, which includes [X number] of [mini products, flavors, or experiences]. It’s priced at $[XX] and available [online/in-stores] starting [date].
I’d be happy to send images or a sample if you’re working on any holiday coverage.
Thanks so much,
[Your Name]
Luxury holiday gift guides focus on products with a premium feel—designer, high-quality, or limited-edition. Your pitch should highlight craftsmanship, exclusivity, or prestige.
Pitch Example (Template)
Subject line: Luxury holiday gift idea: [Product Name]
Pitch:
Hi [Journalist Name],
For your luxury gift guide coverage this season, I wanted to share [Product Name], a [premium description—e.g., handcrafted leather tote, limited-edition whiskey set, etc.].
Priced at $[XXX], it’s designed for gift-givers looking for something exclusive and memorable. [Optional: mention celebrity fans, award recognition, or luxury collaborations].
I’d be glad to send high-res images or arrange a sample for review.
Best,
[Your Name]
Every December, outlets run last-minute gift guides for shoppers who waited until the final days. Your pitch should emphasize availability (shipping or in-store), ease, and quick turnaround.
Pitch Example (Template)
Subject line: Last-minute gift idea—ships in 2 days
Pitch:
Hi [Journalist Name],
If you’re pulling together a last-minute gift guide, [Brand Name] might be a strong fit.
[Product Name] is available for two-day shipping nationwide (or same-day delivery in select cities) and priced at $[XX]. It’s the kind of thoughtful gift that works for anyone who needs something fast but still wants it to feel special.
Let me know if you’d like product photos or additional details.
Warmly,
[Your Name]
Start early: Many journalists finalize holiday gift guide coverage by late summer, so if you are just starting to send, make sure your pitches are enticing.
Be specific: Highlight price, availability, exclusivity, and relevance to their beat.
Offer assets upfront: Journalists appreciate quick access to images and samples.
Segment pitches: Don’t mass-blast and tailor for Black Friday deals, luxury lists, or last-minute gift guides.
Ready to land holiday coverage? Download the full journalist list below:
If you’re gearing up for the holiday PR season, you might also like:
Free Media List Tool– Get a completely built-for-you media list targeted for your exact pitch.
OnePitch Slack Community– Connect with other PR pros and share pitch strategies.
Pitch Guide Prep: Leo Schwartz, Fortune– A deep dive into pitching a top journalist.