how to get featured

How to get your products featured in gift guides - small business tips

How to get products featured in gift guides

Having your products featured in gift guides is an inexpensive marketing strategy that can reap a high return if you target just the right blogs/press in just the right ways. Sometimes this is as easy as giving your product listing a title that's rich with strong keywords, and other times being pro-active by approaching media will get you publicity.

Think like a shopper

Optimise your product listings using keywords and phrases that a shopper would use. When hunting for feature-worthy items, editors will likely use these keywords to find your product. E.g. an engraved bronze bookmark could be described as a "personalised gift for book lover".


Write a list of blogs that appeal to your audience demographic. Is your product a good fit? What kind of products do they feature? Have they curated gift guides in the past? Prioritise blogs in order of most likely to be featured.

Try to think outside the box, would your products appeal to other markets, categories or price-ranges? Does the bookmark have birds and flowers on it? Approach garden/botanical blogs. Does it double as a bottle opener? Approach foodie/lifestyle blogs, etc.

Research the most relevant individual to contact. Is it the editor, or more specifically a lifestyle, food, beauty, etc, editor? Do they have a dedicated Christmas gift guide editor? Find their email address or best way to contact. Here's an example of a brand reaching out to a magazine via Twitter:

Scout for opportunities. See this past post about scouting opportunities via the Twitter hashtags 'journorequest' and 'prrequest'. If you're lucky (and eagle-eyed!) you could discover some relevant requests from journalists for glossy mags and popular newspapers, etc. I sometimes weed out and retweet good journo requests via my Twitter account.

Submit your work to a showcase. You can submit your products to a showcase or juried gift guide at a small cost to guarantee a spot (if accepted!) For example, UK Handmade have a quarterly showcase where your work is featured for 6 weeks. You can apply here.

The approach

You've optimised your product listings, researched the best and most relevant blogs, found the perfect point-of-contact person, and now it's time to wow them with your amazing product!

Structure your email. The blogger or editor is no doubt extremely busy and may receive hundreds of submissions. Make yours short, clear, and tailored to each blog. Proof read and edit down until you have a mere few paragraphs.

  1. Very briefly introduce yourself and mention why your product is an ideal match for the blog. 
  2. List your product's benefits/features.
  3. Include a link to the product web page.
  4. Have a relevant email signature with your full name and links to your online presence and contact details.

Be prepared

  • Have high resolution images ready as you may receive an urgent email requesting them at very short notice. Have both lifestyle and cut-out images prepared.
  • Have your product or samples ready to post at short notice. You may not get them back, but include your address and don't forget a note with your name, website url and details.
  • Organise your email folders to keep all pitched emails and replies in one place.


Excellent news! Now get press clippings or screenshots and post them on your social media to share with your audience. If you have an Etsy shop (or your own webshop), you could include screenshots/images in your About section slideshow or as images for the product listing - this helps to show your product is a popular, quality, trusted, must-have item that is being talked about!

Get your products featured in Christmas gift guides using Twitter - a how-to guide for small businesses

Social media tip from Digibloom: How to get your products featured in Christmas gift guides using Twitter.

If you haven't already done so, now is the time to seek out Christmas gift guide opportunities to have your products featured by blogs and press. Sadly the opportunities won't always find you while you sit there and wait, so it's important to be pro-active!


1. Use the search term 'Christmas gift guide' in Twitter's search box. No hashtag needed. At the moment bloggers and press are requesting submissions for their gift guides, though in the next few weeks I expect that search term will reveal all the lovely gift guides that have already been produced. So get in quick, and check back as often as possible for new opportunities!

The search will default to a list of the 'top' tweets, and I suggest clicking on the 'live' tab to get the most recent tweets first (EDIT: This tab is now titled 'latest'). You can save the search by using the 'more options' drop down list and selecting 'save this search', as pictured below. Next time you click in the search bar, a list of your saved searches will drop down.

How to get featured in Christmas gift guides

Examples below:

Then contact the blogger/journo via direct message or email with a short, friendly message about your product and why it would fit well with their blog/website/magazine - and see what happens.

Be aware that some blogs may be offering paid showcases, so be sure to research whether or not it's a free opportunity. If you have to pay - is it worth it? Is it a quality, juried gift guide, or just a quick way of making money for the publisher that won't get you much engagement?

Some bloggers will request 'samples' of your work to review - if you're interested in this, be certain their photography and reviews are of a high standard in advance or it could do more damage than good.

2. Use hashtags #journorequest and #prrequest to search for opportunities. Journalists and blog editors tweet requests all year round - some are for small blogs and occasionally well known magazines or tabloid press. I often retweet the best ones on Digibloom twitter account if you haven't the time to weed them out yourself.

When promoting your products via TWITTER posts, these are my recommendations:

  • Include an image. Tweets with images receive much higher engagement. If you're auto-posting from Instagram and it shows as a cut off sentence with a link to Instagram and no image - you've wasted an opportunity. Post directly!
  • Use one or two hashtags. Think carefully about which hashtags to use - you're using them to further your reach to potential shoppers and people that may feature your products. What hashtags might your target audience be searching? Are your products relevant to any trending topics? Is it Monday and does your product ooze motivation? #Mondaymotivation. You get the idea!
  • Include a link to your product.
  • Don't make every post about your products. Post about your business by all means, but show sketches, studio space, workshop, packages ready to be posted, what's on your desk, behind the scenes, retweet customer appreciation tweets, and most importantly - be a good listener too. Comment and favourite tweets from others, engage with them, and build relationships.
  • Tell your audience what's interesting about your product. The majority of people are tweeting 'my product is perfect for...' or just slapping a link and an image (only really works for MUST-have products!) Use your imagination, tell a story within a few words, be positive, be fun, be cheeky. Describe it, make an emotional connection. What are the benefits? What are the features? Why do we need it in our lives?

Do you have any tips to share regarding getting your products featured in gift guides? Or Twitter tips that work for you? See the comment section? You know what to do!...