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: