It’s July. The sun’s out (mostly). And yes, we’re talking about Christmas PR.
Not because we’re skipping over summer, but because if you work in PR, marketing or retail, Christmas starts now. While the rest of the world is still clinging to iced coffees and holiday plans, the media cycle is already moving full-speed toward all things festive.
From long-lead sourcing to early-bird shoppers and shifting demand/timelines, there are strategic reasons why brands who act early tend to see the biggest results (and why waiting until autumn can mean missing the boat entirely).
Here’s why Christmas PR starts long before the tree goes up – and what brands should be doing right now to get ahead.
1. Long-Lead Media Plans Months in Advance
While most people are booking late-summer breaks, editors are deep in Christmas planning. Many long-lead magazines – think glossy titles like House Beautiful, Good Housekeeping and Ideal Home – will begin sourcing products for festive features as early as the end of May and wrap up by August or early September.
If you’re not visible by then, your products simply aren’t being considered (no matter how perfect they may be). It’s the brands that plan ahead, with press-ready festive imagery and clear product details at the ready, that stand a far better chance of landing features in print and early online gift guides.
📌 Translation? If your Christmas campaign still only exists in a mood board… you’re falling behind 😬
2. Shoppers Are Starting Earlier Too
It’s not just the media that’s moving early – consumers are too. With the cost of living continuing to influence how and when people spend, many are spreading out their festive shopping over weeks (or even months) instead of waiting for the December rush.
Recent data shows that roughly 38% of consumers will begin their festive shopping before October, with platforms like Pinterest and Google Trends consistently reporting increased gifting queries from late summer onward for users searching for early inspiration.
For brands, this means one thing:
⏰ Waiting until November to show up means missing out on months of buying intent.
3. Early Planning Isn’t a Trend – It’s a Response
As shoppers shift their habits, brands and the media have adapted in kind. Early planning isn’t about jumping the gun, it’s about showing up when your audience is already looking.
From influencer campaigns to affiliate roundups and digital gift guides, festive coverage is starting earlier across every channel. The most successful brands use this time not just to go live, but to lead – shaping their story, trend-aligned messaging and photography well before media inboxes overflow.
The earlier you’re in market, the more control you have over how your products are positioned (and where they may end up).
4. Even the Best Products Get Missed Without Easy Access
Being early is only half the battle because being easy to feature is just as important.
Journalists work fast. If they can’t find your imagery or product details in seconds they’ll just move on, no matter how perfect your product might be for their story. That’s why accessible, ready-to-download content isn’t a nice-to-have, it’s essential if you want your strategy to land..
Platforms like Press Loft make this part effortless: We house your high-res imagery, pricing, and product info all in one place, ready for media to browse and feature at any time 💫
And it’s not just long-lead titles. Getting organised now means you’ll also be ready when shorter-lead editors and digital teams start building their content later in the year.
So… What Should You Actually Be Doing Right Now?
Christmas PR shouldn’t have to be chaotic – unless you leave it until the last minute (and we both know how that ends).
Here’s how to take advantage of the early festive interest before the real rush begins:
🎄 Put your festive imagery to work
If your A/W25 shots are still sitting quietly in a folder, they’re not helping anyone, least of all you. Get them uploaded, get them seen.
📸 Get your online press office pitch-perfect
It should take a journalist five seconds to find everything they need – no chasing, no guesswork. If it’s hard to use, it won’t be used.
🗓️ Pitch while inboxes are still (relatively) calm
The festive flood is coming. Get ahead of it while you can still stand out, not just keep up.
🎯 Lead with a story, not just a product
A lovely gift is great. A lovely gift with a trend-aligned hook, sharp photography and a clear angle? That’s coverage waiting to happen.
Want to Make This Year’s Christmas PR Count? We’ve Got You!
Our 2025 Christmas Trend Report is packed with journalist-backed insights, styling direction and campaign inspiration to help shape your PR from the very start. From cherry-coded palettes and Coquette styling to charm gifting and elevated hosting, we’ve pulled together the themes set to make the biggest impact this season, along with tips on how to use them.
So if you’re planning festive outreach, updating your imagery or just need a bit of clarity on where to start, be sure to check out the full report and webinar here.
(Psst! If you’re new here, brands and agencies can enjoy a 60-day free trial to test the platform, upload their products and see results for themselves 🎄)
