What Makes a Product “Gift Guide Worthy”

What Makes a Product “Gift Guide Worthy”

Every year, as the holiday season approaches or a high-traffic occasion like Mother’s Day or Graduation Day looms, brands scramble to land their products in coveted gift guides. From The New York Times to niche bloggers, everyone publishes their version of “The Ultimate Gift List.” But what makes an editor, influencer, or curator choose your product over thousands of others?

In 2025, the answer lies in a mix of presentation, positioning, and—surprisingly—purpose. Here’s what brands need to understand to get noticed, featured, and gifted.

Gift Guides Are Not Ads—They’re Editorial

First and foremost: gift guides are not product catalogs. They are curated editorial content. That means your pitch—and your product—must align with the editor’s voice, the audience’s lifestyle, and the context of the guide.

Editors don’t just look for “great gifts.” They look for stories. That story could be:

• A small business that created a cult-favorite product against all odds
• An eco-friendly alternative to a mass-market staple
• A design-forward item solving a common annoyance
• A luxurious indulgence that feels justified in a specific life moment

If you want to land in a guide, ask yourself: what is giftable about your product—and how does it fit the editor’s editorial lens?

The 2025 Checklist for “Gift Guide Worthy” Products

Here are the traits media professionals say they’re looking for this year:

• Visually Appealing: Editors need great photos—ideally lifestyle and product-only shots on clean backgrounds. If your product doesn’t photograph well, it won’t make the cut.
• Price Point Sweet Spot: For mass-market guides, the golden range is often $25–$75. Luxury guides can push above $150. Know your lane.
• Easy to Buy: Your product should be available online with a smooth purchase flow. Bonus if it’s on major platforms (Amazon, Target, etc.).
• Ships Fast & Reliably: Products with shipping delays or spotty fulfillment rarely make guides—editors want to avoid angry readers.
• Unique, But Familiar: Think: “Why didn’t I think of that?” rather than “What even is this?”

Pitching Tip: Think Like a Gifter

When you’re pitching a product, don’t focus on its features. Focus on who it’s for—and what moment it fits. Editors need ideas for:

• “For the friend who has everything”
• “For new moms who just need five minutes”
• “For the boss you actually like”
• “For your minimalist partner”

When you craft your pitch, offer these personas to help the editor envision where your product belongs in the guide. Don’t make them do the mental work.

Packaging Still Matters

In 2025, unboxing is part of the gift experience—even if the gift is virtual. If your product’s packaging is premium, reusable, or Instagrammable, highlight that. Include unboxing photos in your media kit.

Some guides now include packaging as part of their “editor’s pick” criteria. Wrappable items that feel finished straight from the box score higher.

Social Proof Helps (But Doesn’t Replace a Story)

Media loves buzz, but not hype. If your product has great reviews, influencer endorsements, or UGC, that’s worth noting in your pitch. But it won’t make up for a lack of relevance to the guide’s theme.

Use social proof as a supporting pillar, not the main pitch. Editors care about what’s new, different, and useful—not just popular.

Don’t Forget Non-Holiday Guides

Most brands obsess over Q4 gift guides—but there are hundreds of “gift guide moments” throughout the year:

• Valentine’s Day
• Mother’s Day & Father’s Day
• Graduation Season
• Back-to-School
• Hostess Gifts, Pet Lover Gifts, Wellness Gifts, and more

Pitch these smaller opportunities with the same energy. Often, they’re less competitive—and still generate major visibility and sales.

Final Thought: Curated Means Considered

To be “gift guide worthy” in 2025 is to be considered. Thoughtfully presented. Clearly positioned. Aligned with a moment in someone’s life.

So before you pitch your product, ask yourself: would someone be proud to give this? If the answer is yes—chances are, an editor might just agree.