How to Plan Your Holiday PR Calendar Every Year

Planning holiday campaigns early is critical for visibility, media coverage, and sales. From gift guides to festive features, a strategic holiday PR calendar ensures your brand gets noticed when it matters most.

At Publicity For Good, we have helped hundreds of brands secure holiday coverage that drives revenue and builds long-term customer relationships. Here is how to plan yours.

Why Holiday PR Planning Matters

• Gift guides and holiday features drive significant sales

• Early planning secures placements before deadlines pass

• Holiday coverage often generates year-round backlinks and traffic

• Seasonal momentum can carry into Q1 growth

Step 1: Map Key Dates and Holidays

Identify all relevant holidays and shopping events:

• Black Friday, Cyber Monday, Small Business Saturday

• Major holidays like Christmas, Hanukkah, New Year

• Industry-specific events or seasonal peaks

• Product launch dates and promotional windows

Create a calendar that shows when you need coverage to maximize impact.

Step 2: Identify Media Opportunities

Research which outlets publish holiday content:

• Holiday gift guides in national and niche publications

• Seasonal features and trend roundups

• Newsletter spotlights and influencer collaborations

• Podcast episodes focused on holiday themes

Use HARO, Cision, and direct outreach to find opportunities.

Step 3: Create Campaign Assets

Prepare everything journalists need:

• Product images with seasonal styling

• Press releases announcing holiday promotions or new products

• Media kits with pricing, availability, and holiday angles

• Seasonal messaging that aligns with your brand story

The more polished your assets, the easier it is for editors to feature you.

Step 4: Outreach and Follow-Up

Pitch at least 2 to 3 months in advance for major publications. Long-lead outlets finalize holiday content in summer. Track deadlines obsessively and follow up strategically. One missed deadline can cost you an entire season of coverage.

Step 5: Leverage Social Media and Email

Highlight media placements to increase credibility. Share holiday promotions and stories across all channels. Use your coverage to drive traffic to your website and convert browsers into buyers.

Case Study: 10 Gift Guides, 35% Revenue Increase

A wellness brand we supported in 2025:

• Secured 10 holiday gift guide features

• Increased seasonal revenue by 35%

• Gained 5,000+ newsletter subscribers

• Created backlinks that boosted SEO into the new year

Holiday Coverage Does Not Happen by Accident

Every holiday season, brands generate millions in revenue from gift guide placements and seasonal features. Those placements do not go to the best products. They go to the brands that planned ahead, pitched early, and made it easy for editors to say yes.

Right now, editors are finalizing their holiday content calendars. They are deciding which brands to feature in November and December. If you are not on their radar by summer, you will not make the cut. By the time October arrives, the decisions are already made.

Your competitors know this. They are building their holiday media kits right now. They are reaching out to editors, securing samples, and locking in placements while you are still "planning to plan." Every week you delay is another opportunity that goes to someone else.

Holiday PR is not just about Q4 revenue. It is about the backlinks that boost your SEO all year. It is about the credibility that makes Q1 launches easier. It is about the customer relationships that turn one-time holiday buyers into repeat customers.

Missing holiday coverage does not just cost you one season. It costs you an entire year of momentum. The brands that dominate gift guides build on that success. They use holiday placements to pitch more coverage. They leverage seasonal wins to attract investors and partners.

The calendar will not wait for you. Gift guide deadlines are firm. Editorial calendars are set months in advance. You can either plan now and secure the coverage that drives your best quarter, or you can scramble in November and wonder why no one is featuring your brand. The choice is obvious. The deadline is approaching. Start planning today.

FAQs

Q: When should I start holiday PR planning? A: Ideally 3 to 6 months before the holiday season. June planning for December coverage.

Q: Can small brands compete for gift guides? A: Yes, especially with unique products or compelling stories.

Q: Should I update assets annually? A: Yes. Refresh images, messaging, and media kits every year.

Q: What if I miss the major deadlines? A: Focus on last-minute gift guides and social media influencers with shorter timelines.