How to Land in Holiday Gift Guides with All You Need Method

At Female Founder Collective's The 10th House, we know that holiday gift guides can be game-changing for emerging brands—but only if you know how to play the game. In our latest members-only workshop, "How to Get Your Product Featured in Holiday Gift Guides," we brought together over 200 founders eager to decode the insider secrets of seasonal media coverage.

With editors receiving up to 1,000 pitches daily and the media landscape shifting dramatically, understanding the playbook for gift guide placement has never been more critical for brands looking to break through during the most lucrative season of the year.

Cracking the Code to Landing in Vogue, Fast Company, The New York Times…​​

Carla Nikitaidis and Kathryn Humphries, co-founders of All You Need Method with over 30 years of combined experience, pulled back the curtain on how gift guide selections actually happen. Their clients have landed coverage in The Wall Street Journal, Vogue, Domino, Fast Company, and The New York Times.

Their biggest revelation? Most founders are approaching gift guides all wrong. While everyone else is scrambling in November, smart brands start in August and understand that today's media landscape rewards strategy over spray-and-pray pitching.

The Strategies That Actually Get You Placed

Here's what Carla and Kathryn revealed about securing gift guide coverage that converts:

• Your bestselling product probably isn't gift guide material. Editors want the "shiny penny" with story potential, visual appeal, appropriate price points, and seasonal relevance that will grab their readers' attention.
• Timing is everything. Print magazines work 3-6 months in advance (you've already missed 2025), but online publications operate on 1-2 month schedules with some turning around in 24 hours. Focus your energy on digital opportunities where you can still make an impact.
• Build relationships, not just pitches. Research 25-30 targeted outlets, study last year's gift guides extensively, and genuinely engage with editors' work before reaching out. When you do pitch, personalize every email and lead with your story rather than product features. Think like an editor: what would make their readers richer or smarter?
• Have your materials ready before you even think about pitching. You need product images on white seamless backgrounds, a holiday line sheet with pricing and availability, and affiliate network capabilities. That last one is critical because affiliate links significantly boost placement chances by creating revenue for publications.
• Don't overlook alternative channels. Influencer gift guides are exploding and often have faster turnaround times than traditional publications. Your own channels are equally important for building anticipation with sneak previews, countdown launches, and consistent holiday content throughout the season. 

If you’re a 10th House member, click here to watch the replay.

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At Female Founder Collective’s 10th House, we exist to democratize access to the strategies, insights, and connections that have traditionally been locked behind closed doors. Our community fosters authentic connections, celebrates victories, and shares honest advice, creating a space where founders can grow together.

As a member of The 10th House, here’s what you can unlock:

• Direct access to industry leaders who meet you where you are and give candid, real-world advice.
• Supportive workshops, resources, and frameworks you can apply the same day.
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• Front-row seat to future events like our intimate fireside chats, founder cohorts, and exclusive pitch demos.

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