The best PR strategies to boost your Q4 sales in 2024
Q4 is the biggest opportunity of the year for most eCommerce brands.
Black Friday. Christmas. End-of-year gifting.
But here’s the truth: if you want to see real results, you can’t rely on last-minute promotions or hope that ads alone will save you.
You need a clear PR strategy that builds trust, drives awareness, and puts your brand in front of customers before they start their holiday shopping.
Today, we’re walking through the best PR strategies you can use to maximise your Q4 sales, and how to start putting them into action right now.
Let’s get into it.
1. Secure Christmas gift guide coverage early
Gift guides are one of the most powerful ways to drive Q4 sales - and they don’t cost you anything other than preparation and smart pitching.
Long-lead magazines like House Beautiful, Red, and Elle Decoration UK finalise their Christmas issues by September. Meanwhile, online publications and short-lead media like The Guardian and The Independent tend to work on Christmas gift guides closer to October and November (though this can vary slightly each year).
Key action:
Start pitching for Christmas gift guides in July for long-lead print publications
Begin pitching to online outlets and newspapers from September onwards.
Make sure you have high-quality cut-out images, product descriptions, price points, and easy-to-access links ready before pitching.
Bonus tip: Tailor your pitch to specific categories like “Gifts Under £50,” “Gifts for Interiors Lovers,” or “Sustainable Christmas Gifts” — editors are building their guides around these themes. Through our Pro plan, you’ll get press contacts, themes/categories and details so you can send the right suggestions at the right time
2. Pitch seasonal features that solve a problem
Gift guides aren’t the only PR opportunity in Q4. Editors are also looking for:
Expert advice on hosting Christmas and New Year's events
Tips for preparing homes for winter
Sustainable and budget-friendly decorating ideas
End-of-year wellbeing, organisation, and goal-setting tips
Example:
If you sell home textiles, pitch an article idea around “How to create a cosy guest bedroom for holiday visitors.”
If you sell skincare, pitch “5 Ways to Protect Your Skin from Winter Weather.”
Key action:
Create 2–3 seasonal story angles that naturally tie your product into topics people are searching for during Q4, and pitch them alongside your product suggestions.
3. Build your “As Seen In” credibility before peak sales weeks
Press coverage isn’t just about raising awareness — it’s about building trust quickly.
When consumers are shopping during Black Friday, Cyber Monday, and Christmas week, they’re bombarded with choices.
Seeing 'As Seen In Red Magazine' or 'Featured by The Independent' can be the deciding factor that convinces someone to buy from you instead of a competitor.
But here’s the catch: if you want that credibility in time for peak sales periods, you can’t leave PR to the last minute.
Year-round pitching and consistent PR efforts are key to having media coverage ready when it matters most.
PR builds momentum over time. The features you land in spring or summer accumulate to create a brand image that feels established, trusted, and desirable by the time Q4 arrives.
Press coverage isn’t just about awareness — it’s about building trust fast.
Key action:
As soon as you secure PR features, share them on your homepage, product pages, social media, and email newsletters.
Build a “Press Mentions” or “In the Press” section on your website.
Repurpose your features consistently so new audiences see your credibility at every touchpoint.
Even if a feature came out weeks - or even months-before peak sales, it still boosts your authority and increases conversions when customer buying intent is highest.
Get your brand Christmas press-ready, with image specs, hook prompts, and pitch template to land festive PR coverage.
4. React to short-lead and last-minute media opportunities
Not every PR opportunity is locked in months ahead.
National newspapers, online publications, and TV shows often pull together “last-minute gift ideas” guides in November and December.
Stay ready by:
Checking journalist requests on platforms like PR Dispatch
Keeping a “ready-to-go” media kit with images, product info, and sample availability
Responding fast - editors often fill these features within hours
Key action:
Log in to PR Dispatch regularly during Q4 to monitor live journalist requests.
Have your product information, images, and samples easily accessible so you can respond to opportunities immediately and maximise your chances of securing last-minute festive coverage.
Final thoughts
PR isn’t just a visibility tool - it’s a powerful sales driver when used strategically.
In Q4, the brands that win are the ones that build trust early, show up in the right media, and stay ready for every opportunity.
✅ Start pitching for gift guides early.
✅ Position your products inside seasonal, problem-solving stories.
✅ Shout about every press feature across your channels.
At PR Dispatch, we help eCommerce brands like yours get the press coverage they deserve—without spending thousands on agencies.
From Christmas pitching templates to live journalist feedback calls and a constantly updated press contact database, we make PR accessible, affordable, and achievable.
Ready to supercharge your Q4 sales through PR?
Join PR Dispatch and get started today.