Gift guides can be one of the best PR tools for product brands. They put you in front of shoppers who are looking for ideas and ready to buy, and they build trust fast.

Every year around this time, I get the same call from founders seeking whether a gift guide placement is possible. Usually, the answer is no. And that’s the first lesson. Gift guide season starts months before the holidays, when most brands are still thinking about summer. Editors are building their lists while you’re at the beach.

But the real question behind that call is bigger: are gift guides even worth the effort? Or are they just a fancy way of buying ad space? I’ve seen both sides, so my take is simple. Gift guides are one of the most useful PR tools a product brand has, but only when you use them for the right reason. Let’s get into it.

Start with the obvious. People are in buying mode. Someone reading a gift guide isn’t casually scrolling. They have a person to shop for and a budget in mind. Some are really looking for what to gift. They’re looking for ideas or to be pointed toward something they didn’t know existed. Then there’s trust. When a respected outlet puts your product on a list, it’s a recommendation, not a sales pitch. Readers know the difference, even if they can’t explain it. Here’s what that can look like in practice: • Direct sales. A strong placement can send traffic and orders within hours of publishing • Third-party credibility.

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