Retail visibility isn’t just about ads or social media, it’s about being recommended and discovered in the right places. And one of the most underutilized ways to do this? Gift guides.
I had the absolute pleasure of sitting down with Gloria Chou, a PR expert who helps small, scrappy brands get seen, heard, and valued without spending thousands on an agency. Gloria’s perspective is gold because she knows how the media works, how AI shopping is changing, and how small businesses can compete with the big brands. Together, we dug into how to strategically get your products featured in gift guides, the AI tools that make it simple, and why right now is the perfect time to take action.
Why Gift Guides Aren’t Just for Christmas
Gloria reminded me that gift guides are year-round opportunities. Mother’s Day, summer guides, back-to-school, hostess gifts, even quirky niches like “Gifts for the Newly Divorced Parent” there’s a space for every product. And these features aren’t just nice to have, they signal credibility to AI-driven shopping platforms, helping your products get discovered by the next generation of shoppers.
Think of it like the early days of blogging or TikTok: early action leads to visibility, and small brands have a rare chance to compete with big budgets because you can’t buy your way to the top of AI recommendations yet. The algorithm favors trusted, credible brands, and gift guide features are the fastest way to show it you’re ready to be discovered.
Gloria’s 3-Step Strategy for Gift Guide Success
Here’s how to get started, even if you’ve never pitched before:
- Research the Right Angles with Perplexity.ai.
Perplexity is a free tool that helps you discover trending products, editorial angles, and real-time data on what consumers and journalists are searching for. For example:- Candles trending for Mother’s Day?
- Self-care bundles for summer?
- Budget-friendly items under $50 for back-to-school?
Just type in your product URL and see suggestions for gift guide positioning. It’s simple, fast, and eliminates guesswork.
- Pitch Using the CPR Method.
CPR = Credibility, Point of View, Relevance. Start with relevance: why your product matters this season. Include a few bullets with price, shipping info, and heartwarming stories like a mother-daughter team creating sustainable goods or a founder overcoming challenges. Editors want all the info they need to feature your product without chasing you. - Send to the Right Person.
Target shopping or commerce editors, not the editor-in-chief. Tools like HARO (Help a Reporter Out) or Google News Alerts help you identify journalists actively writing about your niche. Include 1–2 product photos in your email body, no attachments and make your pitch easy to read, visually appealing, and ready to publish.
Why Small Businesses Win Right Now
The combination of PR and AI is a game-changer for small brands. By following Gloria’s method, you’re creating credibility signals that editors and AI shopping algorithms notice. You can compete with bigger brands without spending thousands, all while building long-term visibility and trust.
This is especially exciting because AI is shifting the way people shop. Shoppers are increasingly asking AI assistants and chat-based search engines for product recommendations instead of searching Google. Being featured in gift guides is the quickest way to get your products ranked and recommended to the next generation of buyers.
Watch the Full Episode in YouTube:
Your Millie Moment
PR isn’t about talking about yourself, it’s about getting other people to talk about you. Every feature you earn compounds your visibility, strengthens your credibility, and drives discovery. Here’s what you can do today:
- Audit your products and see which ones fit upcoming gift guide themes.
- Highlight stories behind your brand, sustainability, limited edition, or heartwarming moments.
- Bundle products in ways that make sense for the season (like a self-care kit for Mom’s Day).
- Make your pitch simple and actionable, giving editors all the info they need.
Even small, intentional actions now can snowball into massive visibility over time. Start small, take one action today, and watch your brand grow.
Resources and Links:
- If today’s conversation with Gloria lit a spark for you, she’s hosting a FREE PR Secrets Masterclass where she’ll walk you through exactly how to get featured in the media without needing a big budget or fancy connections. Grab your spot now! And put CATHY code to get a discount!
- Visit her Instagram account
- Read the episode “Media That Moves Merch: PR Tactics for Store Owners with Gloria Chou” to learn more about these powerful PR strategies.
- And if you’re ready to dive deeper into her proven PR strategies, check out her full program here.
- Need an expert guide for your store? Apply for your free Gameplan Call, where we’ll identify your growth opportunities and map out the most profitable next steps to elevate your visibility, attract the right customers, and scale with confidence.
- Want a behind-the-scenes look at how our top clients grow profit without burning out? Our free training, Beyond Busy: 3 Shifts to Reclaim Your Time and Boost Store Income, walks you through the exact method we use in our Profit Club, focusing on your role as CEO, CIO, and CFO to grow a business that’s both profitable and sustainable.
- Follow us on social media for more updates! Facebook / Instagram
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💚 Remember: Visibility doesn’t happen overnight. It’s the small, intentional actions pitching, sharing, testing that build momentum over time. Start now, take action, and watch your brand shine in gift guides all year round. Start with one product, one pitch, one step, don’t wait until “everything is perfect.” Momentum comes from action, and your brand deserves to be discovered.
