THE PR AGENCY GIFT THAT’S TWIXMAS
In PR agency circles, there are three days that consumer PR folks either completely ignore or quietly love. To be precise it’s the 27th to 31st December, otherwise known as “Twixmas”. These days, between Christmas Day and New Year’s Eve are when calendars soften, inboxes slow, and most of the country is running on leftovers and chocolate.
And that’s exactly why it can be brilliant for PR.
While lots of brands go dark until January, the media still needs stories. Print pages still need filling. Homepages still need updating. If you stay switched on, Twixmas gives you a rare thing: breathing room, and a clearer chance of being heard.
What Twixmas really looks like for the media
Twixmas is quieter, but it is not dead. Some journalists are off, but plenty are working reduced shifts, covering for colleagues or prepping the run into January. The news agenda often lightens, and that creates opportunity. Editors lean into features, explainers, opinion, “what’s next” pieces and anything that feels useful, interesting and easy to run.
At the same time, the pitch pile shrinks. Fewer launches, fewer announcements, fewer people chasing coverage. For PR teams, that means less noise and more chance of cut through.
Why this period is so good for PR related coverage
The secret is simple: competition drops, attention rises.
Audiences are still very much online, just in a different mood. They have time to read properly. They are scrolling while travelling, sitting on the sofa, or avoiding another game of Monopoly. Twixmas content often performs well because it matches how people feel: relaxed, curious, and ready for something new.
And journalists? They are looking for stories that fill gaps without feeling like filler. That is where smart PR comes in.
The stories that land best in Twixmas
This is not the moment for a heavy corporate announcement (unless it is genuinely newsworthy). Twixmas is about relevance, timing and tone. Think stories that feel light but still valuable, like:
Predictions and trends for the year ahead, with a confident expert voice;
“What we learned this year” commentary from founders or spokespeople;
Consumer insights that match seasonal behaviour and habits;
Quick, helpful explainers tied to culture, industry or a practical problem.
If you can give a journalist a clear angle, a punchy quote and a ready to go asset, you make their life easier. And easier stories get picked up.
Where a boutique agency approach really shines
At Cherish PR, we treat Twixmas like a strategic window, not an afterthought. This is where being a boutique PR agency is a real advantage. We can move quickly, keep things sharp and pitch with precision rather than volume.
Because we work closely with our clients, we know what we can take to make a journalist pause mid scroll. Twixmas rewards quality over noise, and relationships over mass outreach. A thoughtful, well-timed pitch can go a long way when inboxes are calmer.
How to make Twixmas work for you
The best Twixmas results come from a little planning. If you leave it until the 23rd of December to think about it, you will be scrambling. If you build it into your calendar early, it becomes easy.
If you haven’t already prepared a plan, then work now to have a few strong angles ready. Make sure spokespeople are available. Line up simple assets. And keep your outreach clear, friendly and concise. You are not trying to shout. You are trying to land something useful at the right moment.
Twixmas is not downtime, it is prime time
It is tempting to treat the period between Christmas and New Year as a full stop. But for brands who want visibility, it is often a gift. This “in between” week can deliver real coverage and set you up perfectly for a flying start in January.