How to Get Your Business on Best-Of Lists and Gift Guides
A practical guide to earning spots on best-of lists and gift guides: how editors build them, when to pitch, what to send, how to follow up and which paid awards to avoid.
Getting your company onto a “best of” list or a holiday gift guide comes down to three things: pitching the right editor at the right point in their calendar, making the decision easy with a tight pitch and ready-to-use assets, and following the etiquette that keeps editors coming back to you. This guide covers how these lists actually get made, realistic timelines for local and national outlets, a pitch template, a follow-up schedule, and how to spot the paid “awards” that are not worth your money.
Key Takeaways
- “Best of” coverage comes in four types: reader-voted local awards, editor-picked local lists, national product roundups and seasonal gift guides. Each has a different path in.
- Timing is everything. Print magazines and big national gift guides often plan months ahead, while local newspapers, TV segments and blogs work on shorter timelines.
- A good pitch fits on one screen: what it is, who it is for, price, where to buy, one reason it stands out, and an offer of photos or samples.
- Follow up once or twice, politely, then stop. Never pay for an “award” you did not apply for.
- Free products sent with an expectation of coverage can trigger FTC disclosure rules for creators. Keep it transparent.
How “best of” lists and gift guides actually get made
Before you pitch, understand what the person on the other end is doing. A shopping editor building “15 Gifts for Coffee Lovers” needs a mix of price points, at least one surprising pick, good photos, accurate prices and links that will work when the story runs. A local reporter compiling “Best Bakeries in Town” needs places that are open, consistent and interesting to write about. A reader-voted awards program needs nominations and votes.
Your job is to be the easiest good option. Editors are not looking for the “best” product in some absolute sense. They are looking for strong picks they can verify quickly and describe in two sentences.
| Type of list | Who decides | How you get in | Typical lead time |
|---|---|---|---|
| Reader-voted local awards (“Best of [City]”) | Readers, via nominations and ballots run by a local paper or magazine | Get nominated, then encourage genuine customers to vote within the rules | Follow the published nomination and voting windows |
| Editor-picked local lists | Local reporters and editors | Build a relationship; pitch a specific, timely angle | Days to a few weeks |
| National product roundups | Shopping and commerce editors, product reviewers | Pitch with samples, specs and price; often tested before inclusion | Weeks to months |
| Seasonal gift guides | Shopping editors, lifestyle writers, creators, local TV producers | Pitch early with a clear gift angle and price | Print and big national guides often plan months out; online and local closer to the season |
| Trade and industry lists | Trade publication editors, sometimes judging panels | Formal applications or nominations | Set by the publication’s application deadlines |
Timelines: when to pitch for the holiday season and beyond
The single biggest mistake is pitching a holiday gift guide in December. By then most national guides are already published. Here is a practical calendar. Treat these as general patterns, not fixed rules, and always ask or check an outlet’s own deadlines.
Long-lead (print magazines, big national guides)
Monthly print magazines often finalize content several months before the issue hits newsstands. That is why many brands start holiday outreach in summer. If you missed that window for 2026, put it on your 2027 calendar now and focus this year on online and local outlets.
Mid-lead (major websites, newsletters, national online guides)
Online shopping editors often update gift guides through the fall and keep refreshing them into December. Pitching in September and October gives you the best chance. A short, relevant pitch in early November can still land, particularly for “last-minute” or “under $50” roundups.
Short-lead (local newspapers, TV segments, bloggers, creators)
Local outlets and creators often work a few days to a few weeks ahead. Local TV morning shows commonly run holiday gift segments in November and December. Pitch these from late October onward.
Reader-voted local awards
These run on fixed calendars that vary by publication. Find your local paper’s or city magazine’s “Best of” program page, note when nominations open and close, and set reminders. Missing the nomination window usually means waiting a year.
| Month (for a holiday push) | What to do |
|---|---|
| June to August | Research long-lead outlets; prepare photos, samples and a one-page product sheet; pitch print and major national guides |
| September | Pitch national online guides and newsletters |
| October | Pitch remaining online guides; start local TV and newspaper outreach |
| November | Pitch last-minute and price-based roundups; local segments; creators |
| December | Thank editors who featured you; note what worked for next year |
Find the right editor, not just the right outlet
A pitch to a general newsroom inbox rarely lands on a gift guide. Do the research.
- Read last year’s list. Search the outlet for “gift guide 2025” or “best [category]” and note who wrote it. Those bylines are your targets.
- Check fit. If last year’s guide featured nothing under $100, your $18 candle may not fit. If it featured only big brands, a small-maker angle may stand out, or may not fit at all.
- Find the right contact method. Many outlets publish a tips or submissions address, and some shopping teams have a dedicated product-submission form. Use it.
- Build a short list. Ten well-matched editors beat two hundred random addresses.
- Look local first. City magazines, local newspapers, neighborhood newsletters, local TV and regional creators are often more reachable and send customers who can actually visit.
The pitch: what to send and a template
A gift guide pitch is shorter than a news pitch. You are not announcing something; you are making a recommendation easy. Include:
- Product name and a one-line description
- Who it is for (the gift angle)
- Price and where to buy, with a working link
- One concrete reason it stands out (made locally, solves a specific problem, unusual material)
- High-resolution photos available (link to a folder, don’t attach large files)
- Offer of a sample, if appropriate
- Your name, role and phone number
Template: national gift guide pitch
Subject: Gift idea for your [category] guide: [product], $[price]
Hi [First name],
I enjoyed your [specific list] last year, especially [specific pick]. For this year’s guide, I’d like to suggest [Product], a [one-line description] for [recipient type].
Why it might fit: [one concrete reason]. It’s $[price] at [link], ships within the U.S. and is in stock through December.
High-resolution photos are here: [link]. I’m happy to send a sample to you or anyone on your team.
Thanks for considering it,
[Name], [Title], [Company] | [Phone]
Template: local “best of” or roundup pitch
Subject: For your holiday shopping roundup: locally made [product] in [neighborhood]
Hi [First name],
I own [Business] on [Street] in [Neighborhood]. Since you cover local shopping, I thought this might fit a holiday roundup: we make [product] in-house, prices start at $[x], and on Small Business Saturday (November 28) we’re hosting [event].
You’re welcome to stop by, and I can send photos today. Thanks!
[Name] | [Phone]
If you are announcing actual news at the same time, such as an expansion or a new product line, that is a separate pitch. Our guides on how to write a press release and writing a press release headline cover that format.
Assets that make inclusion easier
Editors often choose between two similar products based on which one has better assets ready. Prepare these before you pitch.
| Asset | Why it matters | Tip |
|---|---|---|
| Product photo on a plain white background | Fits most gift guide layouts | High resolution; no text or watermark on the image |
| Lifestyle photo | Shows the product in use | Avoid identifiable people unless you have signed releases |
| One-page product sheet | Price, sizes, materials, shipping, contact | Keep a shared link updated if prices change |
| Stable product link | Editors need a link that won’t break | Don’t change URLs during the season |
| Stock and shipping info | Editors don’t want to feature sold-out items | Tell them honestly if quantities are limited |
| Affiliate program details (if any) | Some commerce teams prefer products they can link through affiliate networks | Mention briefly; never make inclusion conditional on it |
Etiquette: follow-ups, samples and thank-yous
Following up
Send one follow-up about five to seven business days after the first email, replying in the same thread with one new detail (a restock date, a new photo, a local event). If there’s no reply after a second short nudge, stop. Silence is an answer, and a third or fourth message can get you filtered for good.
Samples
- Ask before sending. Unsolicited packages create work and storage problems for editors.
- Do not ask for samples back, and do not attach strings (“we’ll send it if you guarantee coverage”).
- Include a short card with the product name, price, link and your contact.
Accepting a “no” or silence
Do not argue with an editor’s choice or ask why you were left out. Instead, note what was included and refine next year’s pitch.
After you are featured
- Send a short thank-you. No gift required, and many outlets restrict gifts anyway.
- Share the piece on your channels and tag the outlet and writer.
- Do not ask for edits unless there is a factual error, such as a wrong price or broken link. Then correct it politely and quickly.
- Keep stock available. Selling out the day a guide runs is a nice problem, but it frustrates readers and the editor.
Reader-voted local awards: how to compete fairly
Many city papers and magazines run annual “Best of” contests where readers nominate and vote. These can bring real foot traffic and a badge you can display for a year.
- Read the rules. Some contests limit one vote per person per day; others allow one per category. Some disqualify businesses that use bots or bulk accounts.
- Ask genuine customers. A sign at the register, a mention in your newsletter and a social post are normal. Offering discounts in exchange for votes may break contest rules, so check first.
- Choose the right category. “Best Breakfast Burrito” may be more winnable and more meaningful than “Best Restaurant.”
- Use the win honestly. Display the award with the year and the publication’s name. Do not imply a broader endorsement than you received.
Red flags: paid “awards” and pay-to-play lists
Not every list is editorial. Some are advertising products, and some are scams. Better Business Bureau offices have repeatedly warned about “vanity awards,” unsolicited messages announcing that your business has won or been nominated, followed by a fee to accept or claim a plaque. A 2024 BBB warning reported by WSIU lists the red flags: unsolicited emails, requests for payment, unknown award organizations and awards with few qualifications. BBB St. Louis’s CEO noted that most legitimate awards don’t require a fee.
| Legitimate | Red flag |
|---|---|
| You applied, were nominated through a public process, or an editor contacted you for information | You “won” something you never entered |
| Clear selection criteria and a known organization | Vague criteria; can’t explain how you were chosen |
| Entry fees disclosed upfront for formal competitions | Fee required to “accept” or “claim” an award |
| Sponsored placements clearly labeled as advertising | “Editorial” placement that turns out to require payment |
If something looks off, check the organization’s BBB profile, ask exactly how you were selected, and report suspected scams to BBB Scam Tracker. Paying for a labeled sponsored placement is a legitimate marketing choice. Paying for a fake “award” is not.
Creators and influencers: the disclosure rules
Gift guides are no longer only in newspapers and magazines. Creators on YouTube, Instagram, TikTok and blogs publish them too. If you send free products to a creator expecting promotion, U.S. disclosure rules apply. The FTC’s Endorsement Guides FAQ explains that receiving free products or perks with the expectation of promotion is a material connection that should be disclosed, and that advertisers need reasonable programs to train and monitor the people promoting them. In practice: tell creators in writing that they should disclose the free product clearly, and never ask them to hide it.
Frequently Asked Questions
When should I pitch holiday gift guides?
For print magazines and major national guides, often in summer. For national websites, September and October. For local outlets, TV segments and creators, late October through November. Always check an outlet’s own deadlines when they publish them.
Do I have to pay to be in a gift guide?
Editorial gift guides do not charge for inclusion. Some outlets sell clearly labeled sponsored placements, which are advertising. Be wary of any “award” or “feature” that asks for payment after the fact.
Should I send samples without asking?
No. Ask first, then ship promptly to the address the editor gives you, with a card showing price, link and contact information.
How many times should I follow up?
Once, perhaps twice, spaced about a week apart, with a new detail each time. After that, move on.
Can a small local business get into national gift guides?
Yes, if the product has a clear gift angle, good photos, reliable stock and shipping, and an editor who covers that category. Start with local and regional outlets to build credibility and coverage you can point to.
What if a “best of” list asks me to buy an ad?
Ask whether inclusion depends on the ad. If it does, the list is advertising. Decide on it as you would any ad, on reach and cost, not as earned recognition.
Build the list before you need it
The businesses that show up in gift guides year after year are rarely luckier. They keep a simple spreadsheet of editors, deadlines and past coverage, keep photos and product sheets ready, and pitch a little earlier each year. Start that spreadsheet this week, add ten well-matched names, and send your first pitch while there is still time in the 2026 season. For a broader look at how small companies earn coverage, see our guide to press release distribution for startups.
