Why we're cancelling Christmas (and why it’s good news)
We’re taking the biggest risk in PR Dispatch history: as of 2025, we will no longer offer the Christmas Gift Guide Access as a one-off service or add-on package. Instead, access to our gift guide information will be available exclusively to Pro plan members. This isn’t just a business decision—it’s a bold move to reshape how our members approach PR, shifting the focus from seasonal wins to year-round success.
Since 2017, the Christmas Gift Guide Access has been a key offering at PR Dispatch. Available as an add-on for members or a one-off purchase for non-members, the results speak for themselves. And the results? Incredible. From features in The Guardian, The Independent, Stylist, and Grazia to 11 PR Dispatch members making it into The Guardian gift guide alone in 2023—it’s been a powerful tool for eCommerce brands.
So, why cancel something that works so well?
The landscape has changed
PR isn’t what it was in 2017. While brands pitching exclusively to Christmas gift guides often achieve strong results, those who approach PR as a long-term strategy—combining product pitching with profile-building year-round—secure more consistent, meaningful coverage.
Why? Because these brands are familiar to the press. They’re no longer a name in an inbox but a brand with a story that resonates. They’ve built relationships with journalists by showing up all year, not just when they’re after festive coverage.
Take Good Tuesday, for example. This ethical gifting brand has been featured in countless publications—not just at Christmas—because they’ve nailed the art of ongoing PR. They’ve become known.
The future of PR: Long-term strategy
We’ve always believed that PR should be about building long-term awareness, not scrambling for seasonal wins. The Christmas gift guide approach—while effective—can encourage a “one-off” mindset. And we know from experience that’s not what leads to sustained success.
So, starting now, the only way to access our Christmas gift guide information will be through our Pro plan.
The biggest risk we’ve ever taken
Let’s be honest—this is a huge risk for us. A third of our annual revenue comes from Christmas gift guide sales. But we’re confident it’s the right move.
We’re here to set our members up for ongoing success, not just a December feature. And that means leaning into a model that supports year-round PR efforts.
What you can do now
If you want to be in the running for Christmas 2025 coverage, the best thing you can do is sign up—or upgrade—to our Pro Plan. It’s your ticket to Christmas gift guide success and year-round PR support.
This isn’t about cancelling Christmas; it’s about reimagining it. We’re doubling down on what PR Dispatch does best: empowering you to secure better, ongoing coverage and build a brand that journalists love to write about.
Here’s to a new chapter in PR.
Rosie
Founder of PR Dispatch
PR isn’t just for Christmas—it’s the key to staying visible and competitive long-term.
At PR Dispatch, we empower you to take PR in-house—streamlining your efforts, reducing costs, and giving you full control over your messaging. See how it works in our 3-minute demo here.
Ready to make the most of year-round press opportunities? Sign up to our Pro plan today.