From The Rock

Making the cut: Holiday gift guide how-tos

By | September 09, 2019

It may seem like it is much too early to start thinking about the holidays, but if you are a B2C business owner, product maker or one of those super responsible people who buys their gifts with plenty of time to spare, the time is now. From lifestyle magazines and traditional print outlets to mommy blogs and social media influencers, just about everyone wants to share what they think you should wrap with shiny paper and bows this holiday season. How do you land a spot in that coveted gift guide? I’m here to spill the tea.

Stay in your lane

Identify what you do best and pitch that item to the wizards behind the holiday gift guide curtain. Now is not the time to try pushing a product or service you would like to see perform better. Now is the time to put your bestseller at the forefront to make it even more successful. If recipients love your top product or service, they could become interested in the other items you offer.

It’s important to note that there is one exception to this rule. If you have a collection of items that can be sold as part of a “box,” do it! Subscription boxes are all the rage right now, so playing off that by providing a small collection box featuring three to four items is an excellent idea.

Get creative

Just because your company doesn’t make a specific product, doesn’t mean you have to be left out of the holiday must-haves lists! You can pitch items that aren’t physical products sold in stores, too. For example, say you have an expensive whiskey flight on your restaurant’s menu. Offering up a voucher as a creative stocking stuffer item is a great idea. This type of gift is one that appeals to those who are hard to buy for, too (the men in our lives!), making it even more appealing to publications, bloggers and social media influencers. 

Dream big

So, you’re a maker from a rural town in Mississippi with a teeny-tiny population? Don’t make the mistake of thinking your state paper is as big as it gets for exposure. Major regional magazines like Garden & Gun and Southern Living love authentic regional products. Reach out to those big-time publications with a compelling brand story and hi-resolution photos. Always offer to send samples their way, as well. If they’ve never heard of your product, they will definitely want to test it out before putting it in their prized print edition.

Whether you have a product to pitch or a service to offer, holiday gift guides are a stellar way to up your holiday sales game this season. Happy holidays, y’all! For us in the gift guide business, it’s never too early for that, right? I’m rooting for you, local makers and business owners. Good luck!