It’s crunch time! With the holiday season front and center, it’s crucial that tech and lifestyle content creators know about your products. Hopefully, you’re already reaping the rewards of early outreach to long-lead editors, but it’s not too late to connect with bloggers, online writers, on-air experts, podcasters, radio personalities and TV anchors who are still pulling their various gift guides together.


If you’re looking for some new names to add to your outreach list, take some time to scroll through social media, searching for hashtags relevant to your specialty, as well as hashtags like #giftguide, #holidaygifts, and the like. Use Help a Reporter and similar platforms to find requests for gift guide submissions and conduct online searches for TV shows that aired gift segments last year, as it’s likely they will do the same this year.


Your prospects are probably being approached left and right these days, so how do you stand out from the competition? Make sure your outreach materials are buttoned up, be open to sending samples, and make your recipients aware of any exciting initiatives you have planned, like promotions, deals or charitable partnerships. Once a prospect has expressed interest, ask if there are things you could offer that would be helpful to them, like product giveaways, exclusive coupon codes, affiliate links or other collabs. You could reference these offerings in your introductory materials, of course, but be subtle. You don’t want to appear over eager.


I touched on this in my last post, but offering deals during the holiday season is particularly important. And I don’t only say this because I write about sales and savings for a living. We’re a promotional culture, and this craving for savings reaches a boiling point around the holidays. I spent a large part of my career on the brand side of the fence and I understand that it can be difficult to find wiggle room in your pricing after you’ve lost a huge chunk of your margin to your retailers and spent a fortune on your marketing efforts. So, maybe you pick and choose, offering a discount to one retailer who you know will give you more visibility in exchange and then offer a discount on your own site, where the margin is more in your favor. Do what works for you and your brand and you’ll be well on your way to a successful holiday season!


Trae Bodge is an accomplished lifestyle journalist and TV commentator who specializes in smart shopping, personal finance, lifestyle, parenting and retail.


In addition to monthly “Best Buys” segments on local network stations in New York City and Washington, DC, she has appeared on dozens of TV shows, including Rachael Ray, Inside Edition, CNBC and network affiliates nationwide.


Trae has been named a Top Voice in Retail by LinkedIn and a top personal finance expert by GoBankingRates and FlexJobs. She is a contributing editor at Woman’s Day magazine and her writing and expert commentary have appeared in Forbes,, Kiplinger, Marketwatch, MSN, Yahoo Finance and numerous others.


Trae is co-founder of the media coaching firm, One Take, and the cult cosmetic brand, Three Custom Color Specialists. She is also a frequent speaker at conferences such as FinCon, Alt Summit and Mom 2.0 Summit.