Every December, "gift list" is one of the most powerful phrases in publishing. If your book lands on the right one, it can put your story in front of readers who are shopping for someone special. That kind of recommendation goes a long way, because someone else is already helping make the case for your book.
The good news is, you don’t need a big publisher or a marketing degree to make it happen. You just need a solid plan, and this is one you can start using today.
What Is a "Holiday Gift List," Exactly?
A holiday gift list (sometimes called a gift guide) is a roundup of book recommendations. You've seen them before:
-
"10 Books to Give the Reader in Your Life"
-
"Best Reads for Book Clubs This Winter"
-
"Cozy Mysteries for Cold Nights"
Bloggers, local news sites, indie bookstores, podcasters, and Instagram accounts make these lists every year. They're always looking for good books to add to their lists…including yours. So how do you even begin pitching your book for some of these lists? Here are six steps to help you get started.
Step 1: Start Now, Not in December
Gift guides get written much earlier than most authors expect. Many bloggers, editors, and content creators start putting their holiday lists together in October and November, and some magazines and larger outlets begin planning even sooner. That means holiday pitching is really a fall project, and in some cases, even a late-summer one.
Don't wait until December to reach out. That's far too late.
Aim to start your outreach by early October. If you're reading this later than that, don't worry, smaller blogs and some local media often move faster and take pitches later in the season.
Step 2: Make a Simple List of Places to Pitch
You don’t need hundreds of contacts to make this work. A shorter, more thoughtful list is often far more effective than a massive one you’re unlikely to pitch well. Ten or 20 strong, relevant contacts can go a lot farther than a list of 200 random names, especially when each one actually reaches the kind of reader who might buy your book.
Start by looking for a mix of outlets and creators that make sense for your genre, audience, and goals:
-
- Book bloggers who put together holiday gift guides each year. A simple search like "best books gift guide" along with your genre can help you find people already covering books like yours.
- Local newspapers or news websites, especially if they tend to highlight local authors, seasonal shopping guides, or holiday culture pieces.
- Independent bookstores, particularly ones near you or ones known for supporting your genre. Many of them create staff-pick lists, gift guides, and social posts during the holidays.
- Podcasters who talk about books, reading life, or topics connected to your book. Even if they don't publish a formal gift guide, they may still be open to seasonal recommendations.
- Bookstagram and BookTok accounts with real engagement and an audience that aligns with your readers. You don't need the biggest accounts, you just need ones whose followers genuinely trust their recommendations.
As you build your list, think less about reach and more about fit. A smaller blog that loves your genre can be much more valuable than a huge outlet that rarely features books like yours.
The goal is not just to be seen, but to be seen by the right readers.
Keep everything in one simple spreadsheet or in a notebook so it’s easy to track. Include the outlet name, contact person, email address, what they usually cover, and whether you’ve reached out yet. You may also want to add a notes column for things like submission guidelines, preferred format, or whether they focus on print books, ebooks, or both. A simple system will save you time and help you follow up without losing track of who’s who.
Step 3: Write a Short, Friendly Pitch
You're not writing a sales pitch, so don't overthink it. You're simply writing a helpful note to someone who needs good book ideas. Keeping that in mind takes some of the pressure off and can help the whole process feel more manageable.
Instead of trying to "sell" your book, you're simply letting someone know why your book might be a good fit for their audience and making it easy for them to take a look if they're interested. Think of it less like a promotion and more like matchmaking: your goal is to show why your book and their readers would make a great match.
A simple pitch includes:
-
- A short, warm opening: You don't need fancy language or a dramatic backstory, just give them a reason to keep reading. Mention their blog or list by name so they know it's not just a form letter.
- One sentence about your book: Let them know what is is and who it's perfect for as a gift.
- Why it fits their audience: Make the connection clear immediately to let them know why their audience would be interested in your book.
- An offer, not a demand: Offer a free digital or physical copy of your book or a few sample chapters.
- A thank-you: Thank them for their time and consideration, but remember to keep it short. Busy people very much appreciate short.
Here's a simple template you can follow when pitching your book:
Hi [Name],
I love your holiday gift guide every year; it's how I found my last few favorite reads! I wanted to share my book, [Title], in case it's a fit for your list this year.
It's a [genre] about [one-sentence, gift-friendly description] that I think would appeal to readers who enjoyed [comparable book or author].
I'd be happy to send an advance copy for your consideration, along with cover art, an author phto, and anything else that would be helpful.
Thank you for considering it, and thanks for all the great recommendations you share!
[Your Name]
[Your Contact Information]
Step 4: Make Their Job Easy
The easier you make it for someone to say yes, the better. Have these materials ready to go the moment someone says, "Sure, send it over":
-
A high-resolution book cover image
- A short, gift-friendly book description (2–3 sentences)
- A one-line "why this makes a great gift" sentence
- A direct buy link (don't just tell them where it's available, send the actual link to buy)
- A clear, thoughtful author photo, in case they want to use it
Put all of this in one simple folder on your computer labeled "Gift List Pitch Kit" so you're never scrambling.
Step 5: Follow Up Once
If you don’t hear back in a week or two, it’s perfectly okay to send one short, polite follow-up. People are busy, inboxes fill up quickly, and your original note may have simply gotten buried. A gentle check-in can bring your pitch back to the top of their inbox without feeling pushy. The key is to keep it friendly, brief, and low-pressure.
Something like:
Hi [Name], just wanted to gently bump this up in your inbox in case it got buried. Happy to answer any questions or send a copy your way!
TIP: Only follow up once. If they don't respond, that's okay. Move on to the next person on your list.
Step 6: Say Yes to Every Small Win
Not every gift list is a huge, famous website. A local library newsletter, a small blog, or a bookstore's Instagram post all count. Small mentions add up, and they often lead to bigger ones. A blogger who features you this year may keep you on their radar for next year, too.
Final Thoughts
You don't need to be an expert—just prepared!
Getting on a holiday gift list isn't about being famous or having a big marketing budget. It's about being organized, being early, and being easy to say yes to. Start your list this week, send a few friendly pitches, and give your book the best shot at becoming someone's favorite gift this year.
