There is an age-old adage that Christmas comes around earlier and earlier each year. And if you want to get your products featured in the most influential Christmas gift guide features, the saying certainly rings true.
Brands who want to get their products in the most influential Christmas gift guides need to start planning now.
Data from Google’s Trends* platform shows searches for ‘Christmas gift guide’ start in April, with interest higher in April and May than later months such as August and September.
Analysing search volumes in 2019, we found searches for ‘Christmas gift guide’ was highest in the second week of May and was only overtaken in the last week of September, before it continued to climb as Christmas crept closer.
Combine this data with our own discussions with interior editors, journalists and influencers and we can say with confidence the press is already planning their Christmas content for 2020.
Which means if you want to secure your spot in these hugely influential gift guides you need to start planning your Christmas PR campaign now.
There are lots of factors to consider, including which publications you want your products featured in, who the key people are at each of those outlets and how you get your products in front of them.
To run a successful Christmas PR campaign you need to make sure you have the right assets, that is both lifestyle and cut-out imagery, review stock and a brief product release explaining why your product deserves its place in these highly coveted guides.
It’s no mean feat.
At jwc, we are experts in placing products in these gift guides. Managing successful product placement is what we do.
We have run successful Christmas campaigns for luxury manufacturers; our most successful, which we planned and managed on behalf of The Handmade Christmas Company, generated more than 50 pieces of coverage which got the brand’s products seen by over five million people in just a few short months.
The key to a successful campaign is planning. And the sooner you start, the better.
*The research was carried out using the Google Trends platform, which takes account of over 3.5 billion searches a day.
While Google Trends doesn’t show exact search volumes it shows increases in interest by providing a ‘normalised’ score of between 0 and 100 against particular terms and categories.