Posted In: Uncategorized by
Sophie Gilbert,
October 16, 2026
By Sophie Gilbert, PR Account Director
Every year, October brings the same question: is it too late to get our products in front of Christmas shoppers?
It isn’t, but the next ten weeks need a different playbook. Long-lead Christmas features were locked in back in July, so golden quarter product PR is now about being ready, quick and genuinely useful to journalists at their busiest time of year.
Halloween lands on Saturday 31st October, Black Friday on 27th November and Christmas gift guides keep updating until mid-December. Each moment requires a slightly different approach.
As I’ve mentioned before, shoppers and AI search reward credibility over volume. A product in a trusted gift guide becomes part of the answer when someone asks ChatGPT for the best gifts for a new homeowner, and that coverage keeps working long after the decorations come down.Every year, October brings the same question: is it too late to get our products in front of Christmas shoppers?
It isn’t, but the next ten weeks need a different playbook. Long-lead Christmas features were locked in back in July, so golden quarter product PR is now about being ready, quick and genuinely useful to journalists at their busiest time of year.
Halloween lands on Saturday 31st October, Black Friday on 27th November and Christmas gift guides keep updating until mid-December. Each moment requires a slightly different approach.
As I’ve mentioned before, shoppers and AI search reward credibility over volume. A product in a trusted gift guide becomes part of the answer when someone asks ChatGPT for the best gifts for a new homeowner, and that coverage keeps working long after the decorations come down.
Halloween is a small window for quick wins that’s all about being reactive and helpful. It’s when the ‘ber seasons really start to set in and news desks run quick-turn content right up to the day, from last-minute decor to hosting ideas. The brands that land are usually the ones that reply first with everything a journalist needs.
Think beyond just scary costumes – outdoor lighting, hosting, home safety and the ‘cosy season’ clocks-changing angle all carry on through Bonfire Night. This is a key moment for seasonal changes with the weather, daylight, fashion, hair, lighting and food all updating during this period. And with these changes, come common questions, mistakes and advice angles that can be woven in with product recommendations.
Deals pages go live early in November and commerce desks plan round-ups and live blogs weeks ahead, so the time to brief them is now.
They want the product, its usual price, the deal price, dates and the retailer link. We’ll often send under embargo as a journalist building a live blog at 6am on the day doesn’t have time to chase for a price.
Two things often trip brands up:
Similarly to October, Black Friday comes with a huge amount of search queries making it a perfect time for pitching out reactive expertise from credible brand experts. Remember experts need a LinkedIn and proof they are real..!
The monthlies closed their Christmas issues months ago, but online gift guides are being built and refreshed now, and weeklies will still be filling pages.
Editors need to know who the gift is for and what category it fits into. Gift guides tend to fit within him/her/kids and then price brackets like under £25, under £50, under £100. Round-ups are often ‘tried and tested’, so journalists need the product in hand.
There’s a huge variety of search queries during this period, from last minute gifts to changes in skin and hair from the weather, getting your home prepared for hosting, protecting your house from present-thieves, how to make your food budget better – the list goes on. We’ll build key commentary from credible experts around queries to provide journalists with helpful content for their articles.
Keep in mind that content production drops significantly during this period and many journalists finish mid December so early pitching is key.
Whichever moment you’re planning for, the same four habits separate the brands that cut through.
After 8 years of working in PR in the Golden quarter, my number one tip for brands would be to be ready. Imagery, pricing, deal dates, shopping links and expert advice all needs to be prepped well in advance for your PR. Once sorted, your PR can then organise and audit the available opportunities and begin outreach strategy.
It’s a competitive, busy time, paired with 2027 planning and journalist out of offices. It can also be hugely rewarding for driving listicle features and helpful tips – a really key moment in the press calendar! Look beyond volume to title quality, affiliate sales, branded search and how AI tools describe your products. Ask ChatGPT for the best gifts in your category now and again in February, and see what’s changed.
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