How to increase sales during the holiday season

The holiday season can be a major revenue boost for many businesses, especially after months of slow sales and low visibility. It is also the time when companies spend lots on advertising, trying to get in front of as many buyers as possible.

Many small business owners feel pressured to pour every last dollar into ads simply because that’s what the big brands are doing. Business owners have been told that digital marketing is the only path, so they throw money into social media ads, Google ads, or boosted posts, hoping for some magical surge in sales.

The truth: if your website traffic is low, sales are sporadic, social media isn’t converting, and your marketing budget is slim, advertising might actually hurt more than help. You are competing against businesses with massive ad budgets that can afford to lose money. Holiday ad costs skyrocket, which means you could spend a lot and still see little to no return.

Save your money. There is a better, smarter, more affordable strategy.

Let’s shift the focus to getting press features and being included in holiday gift guides so more people discover your products or services. These gift guides are curated by journalists, bloggers, and media outlets who are known for staying on top of trends. When they highlight your brand, they introduce you to new customers, boost your credibility, and build trust in your offerings.

Surprisingly, many small business owners overlook this; press coverage is one of the strongest ways to position your brand as a top choice in your category. Holiday gift guides exist because consumers want help discovering new products and giftable services. Being featured puts you in front of warm buyers who are actively shopping.

Let’s walk through how to use this strategy to grow your holiday sales. Like any strategy, consistency is key. Test it, refine it, and build it into your annual marketing plan.

Pitch for Press Features

Pitching regularly for press features is just as important as the rest of your marketing. You need to reach people outside of your existing audience and get more eyes on your brand. Media mentions build credibility and trust in a way that paid ads simply can’t. Customers love supporting businesses that others are talking about.

You can pitch through two main methods:

1. PR platforms
2. Cold pitching directly to media contacts (media outreach)

PR platforms connect experts, brands, and editorial teams to help them create stories and publish content. Below are my favorite free platforms where you can apply for media opportunities and pitch your products or expertise at no cost.

Using Qwoted https://www.qwoted.com/

• Go to the Solutions tab and select the category that fits your business.
• Service providers, personal brands, authors, speakers: click “Experts”
• Product-based or e-commerce brands: click “Product Marketers”
• Sign up for a free account.
• Complete your profile, add relevant tags, and business details.
• Check email notifications or log in daily to search queries like “Holiday Gift Guide” or “Product Guide.”
• Follow the query instructions and submit your pitch.

Qwoted alerts you when your pitch has been viewed, which is a nice bonus.

Using Featured.com https://featured.com/

• Create a free account.
• Fill out your profile and include any past media mentions.
• Check emails or log in to view posted journalist questions and media opportunities.
• Follow the instructions and submit your submission.

Using HARO https://www.helpareporter.com/

• Click “Sources” and sign up to receive daily queries.
• Check your inbox daily.
• Respond directly to the journalist with your pitch via email. No platform login is needed.

Cold Pitching / Media Outreach

• Research the publications, blogs, and media outlets your customers read or trust.
• Collect contact info for editors or relevant writers.

Send a brief email with:

• A two-paragraph pitch about your offer or story
• Contact details
• Links to your business
• Follow up after two weeks.

Don’t take it personally if you don’t hear back. Most pitches won’t get a response. It truly is a numbers game. The more you pitch, the more chances you have to get featured.

If you’re new to business, have low traffic, or have a tight marketing budget, press pitching is one of the best ways to grow. Building a business takes time. Many people say they understand that, although their actions suggest otherwise. Consistency is everything.

Ignore the online “gurus” selling fairytales about running a few social media ads and magically hitting six figures in 30 days. That isn’t how real businesses are built.

Stay patient and keep pitching. Each submission strengthens your confidence, sharpens your presentation, and improves your overall strategy. It only takes a few wins to make a meaningful impact.

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Download the Media Pitch Tracking Worksheet to stay organized, focused, and consistent with your press outreach. This worksheet helps you keep track of every pitch you submit, monitor progress, and pinpoint which outlets and angles perform best for your business. It is a simple way to improve your visibility while making sure no opportunity slips through the cracks.

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