How Press Releases Drive Massive Holiday Sales: What Most Brands Overlook

by Arun Dev - 12/11/2025 53 Views

Unlocking the Hidden Power of Press Releases in Holiday Marketing

A woman holding holiday shopping bags reads a printed press release in a decorated mall with Christmas lights, representing how press releases boost credibility and holiday sales

The holiday shopping season drives a level of consumer activity that many brands spend months preparing for. Paid ads usually get the spotlight, followed by email campaigns, social promotions, and influencer partnerships. Yet one tool continues to deliver consistent results without getting nearly the attention it deserves: the press release.

Many brands still treat press releases as routine announcements or tools for corporate communication. In practice, a well-timed release can generate awareness, trust, and demand in ways that amplify every other channel. The value becomes even clearer during the holiday period, when customers are actively searching for credible information before deciding what to buy.

A digital marketing expert sees this shift each year. Brands that treat press releases as strategic assets—not formal niceties—often see higher traffic, stronger engagement, and faster sales momentum.

Holiday Buyers Pay Attention to Credibility
Press Releases Amplify Every Other Marketing Channel
Holiday Deadlines Spur Faster Action
SEO Gains Often Go Unnoticed but Matter Long After the Holidays
Press Releases Reach Audiences Ads Often Miss
Brands Often Overlook the Storytelling Angle
Consistency Separates High-Performing Brands from the Rest
Final Thoughts
FAQs

Holiday Buyers Pay Attention to Credibility

Holiday shoppers may act fast, but they rarely purchase blindly. They look for cues that validate a brand’s reliability, especially when gifting. Press releases help fill that gap because journalists, bloggers, and industry publications take them seriously. When a reputable outlet picks up a brand’s announcement, the exposure instantly boosts perceived trust.

This matters more during the holidays, because the competition for consumer attention becomes intense. A featured story or widely syndicated release serves as social proof at a time when buyers are sorting through countless options. Brands that rely solely on ads often struggle to stand out, while those with timely announcements frequently enter the season with a stronger reputation.

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Press Releases Amplify Every Other Marketing Channel

A press release is often seen as a standalone asset, but its strongest impact appears when it supports larger campaigns. When a marketing team sends out a release tied to a product launch, seasonal promotion, or holiday partnership, the announcement adds credibility to everything else happening across paid, owned, and earned media.

For example, if a brand launches a new product line in November, pairing the release with targeted ads and email sequences tends to lift performance across the board. Traffic from press pickups also leads to a more diverse customer base—people who may not respond to ads but rely on editorial coverage to inform their decisions.

The halo effect is real: multiple channels reinforce each other, and the press release serves as a stabilizing anchor.

Holiday Deadlines Spur Faster Action

During most of the year, people often move slowly through the buying cycle. The holidays change that rhythm. Customers face deadlines, limited-time offers, and shipping cutoffs, so they respond more quickly to messages that feel timely and authoritative.

Press releases fit this mindset because they create a natural sense of timeliness. Outlets that publish the information help position the announcement as newsworthy—not just another promotional message. In many cases, releases tied to holiday bundles, charity initiatives, or exclusive collaborations outperform traditional ads because they feel more informative and less sales-driven.

A brand doesn’t have to push urgency when the context already supplies it.

SEO Gains Often Go Unnoticed but Matter Long After the Holidays

Holiday sales usually focus on short-term wins, but press releases also contribute to long-term visibility. When distributed through reputable platforms, releases can generate backlinks from news sites and niche publications. These links often strengthen a domain’s authority, improving rankings for seasonal and evergreen keywords.

Many smaller brands underestimate this advantage. Even a modest improvement in search visibility can influence January and February performance, especially when shoppers use gift cards, look for post-holiday deals, or research brands they discovered in December.

A well-written release with strong keyword placement can remain valuable long after the rush is over.

Press Releases Reach Audiences Ads Often Miss

Paid ads provide reach but also limitations. Costs surge during peak holiday periods, and targeting overlaps heavily across competing brands. Press releases, on the other hand, land in front of audiences who consume industry news, trend reports, and editorial lists.

These audiences tend to be more discerning, more brand-loyal, and more likely to purchase based on trust rather than constant discounts. Earning their attention during the holidays can lead to repeat customers who return beyond the peak season.

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Brands Often Overlook the Storytelling Angle

One of the most overlooked elements of holiday press releases is the story itself. Many announcements stick to dry product details and corporate language. Yet journalists want narratives—they want to know why the release matters, not just what the brand is selling.

Seasonal angles open the door to richer stories:
• A brand releasing limited-edition products
• A retailer partnering with a local charity
• A company supporting sustainability through responsible sourcing
• A startup introducing a new shopping experience or faster fulfillment model

These angles resonate because they add substance to the message. They turn a standard announcement into something publications want to cover—and something customers enjoy reading.

Consistency Separates High-Performing Brands from the Rest

A single release can generate attention, but the brands that benefit most treat press distribution as a structured part of their seasonal strategy. They plan announcements around launches, partnerships, milestones, and initiatives rather than waiting until the last minute. This steady cadence builds recognition that paid ads alone rarely create.

The holiday season magnifies that impact. With the right timing, message, and distribution network, a brand can transform a simple press announcement into broad visibility and measurable revenue gains.

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Final Thoughts

Press releases remain one of the most underrated tools in holiday marketing. They shape credibility, improve SEO, drive referral traffic, and expand reach in ways that paid channels cannot achieve alone. Brands willing to treat them as strategic assets often see the kind of holiday sales lift that others miss.

As competition grows each year, relying solely on ads is no longer enough. Consistent, news-driven communication puts brands on the radar of both consumers and the media at a time when attention is limited and buying intent is high.

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FAQs

Do press releases help increase holiday sales directly?

Yes. A well-timed release can drive traffic to a brand’s website, support ongoing campaigns, and generate media coverage that leads to higher visibility. These combined effects often translate into higher sales during the holiday rush.

How often should brands publish press releases during the holidays?

Most brands benefit from releasing at least two or three announcements tied to product launches, promotions, or seasonal updates. Consistent visibility helps keep the brand in front of potential buyers throughout the busy season.

Can press releases improve SEO for holiday campaigns?

They can. Press releases distributed through reputable sources often generate backlinks from news and industry websites. These links strengthen a brand’s domain authority and help holiday-related pages rank better in search results.

What type of holiday press release gets the most attention?

Releases tied to limited-edition products, charity partnerships, seasonal bundles, customer stories, or major milestones tend to attract more media interest. Strong storytelling and a clear reason for the announcement help increase coverage.

Are press releases still valuable for small businesses during holiday promotions?

Absolutely. Smaller brands often see strong results because press releases introduce them to audiences they may not reach through ads alone. Media coverage also builds trust, which is especially helpful when customers are comparing many options.

Should a press release focus on discounts during the holidays?

Discounts can be mentioned, but the release should highlight the reason behind the announcement—such as a launch, collaboration, or seasonal line. A story-driven angle tends to perform better than discount-heavy copy.

How soon before the holidays should brands send out press releases?

Publishing a release between late October and early December usually offers the best results. This timing gives media outlets enough space to publish coverage while aligning with the peak interest of holiday shoppers.

Do press releases work better than paid ads for holiday marketing?

They serve different purposes. Paid ads help with reach, while press releases build credibility. When used together, they often create stronger results than either channel on its own.

What mistakes should brands avoid in holiday press releases?

Common mistakes include using overly promotional language, lacking a clear news angle, or sending releases too late in the season. Focusing on relevance, timing, and storytelling will make the announcement more appealing to journalists and readers.

Why are press releases effective during the holiday season?

Press releases work well during the holidays because consumers look for trustworthy information before making fast, time-sensitive purchases. Announcements picked up by news outlets add credibility, which influences buying decisions during peak shopping periods.

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SEO News

Tags :

holiday press release marketing, press releases for holiday sales, holiday PR strategy

About Arun Dev

I love exploring and sharing emerging technologies. Being a part of SubmitINme, I got ample of opportunities to learn new technologies that are going to shape the future. Now, I am exploring a multitude of areas including SEO, Mobile Apps & .... more info about the author