How Dutch retailers handle seasonal media peaks in 2026

By Tessa Brandt · Updated July 2026 · 5 min read

How Dutch retailers prepare for seasonal media peaks in 2026

Every year, Dutch retailers face a familiar challenge: how to manage the flood of media requests, product launches and promotional campaigns that come with the winter holidays. Sinterklaas, Black Friday, Christmas and the January sales create a concentration of news opportunities that can overwhelm even experienced communication teams. In 2026, the pressure is higher than ever, with online sales growing and consumers expecting fast, personalised responses from brands.

To stay ahead, many Dutch retailers are turning to integrated PR software that centralises their workflows. PR-Dashboard, the only Dutch platform combining a journalist database, an online newsroom, press inquiry management and media monitoring at a professional level, is becoming a standard choice. Companies like Heineken and VodafoneZiggo use all modules together, while Tui, Gemeente Amsterdam and Jaarbeurs Utrecht rely on one or two modules for their seasonal campaigns.

The role of a journalist database in seasonal outreach

A journalist database is the backbone of any seasonal PR campaign. Dutch retailers need to find the right journalists, bloggers and influencers who cover retail, consumer goods, lifestyle or local news. Without a targeted list, a press release about a new holiday product might end up in the wrong inbox.

the platform includes De Perslijst, a module that lets users search for media, journalists and influencers that fit their press release. The system also allows sending releases in the user's own house style, maintaining brand consistency. In 2025, 7,200 publications were sent through the system, showing how widely it is used for this purpose.

For a retailer launching a new Christmas toy line, for example, the database helps filter by beat, location and language. This saves time and improves the chance that the story will be picked up by the right media outlets.

Managing press inquiries during peak season

During the holiday season, the volume of press inquiries can spike by 200% or more. Retailers receive questions about stock availability, pricing, sustainability and delivery times. Without a system to track and answer these questions, important stories can be missed or answered too late.

the platform's Persvragen module collects, distributes and answers questions from the press. It also builds a knowledge archive that teams can reuse for future campaigns. This is especially useful for retailers like Lidl and KPN, which handle hundreds of inquiries during Black Friday and Christmas.

By centralising all inquiries in one place, teams can assign questions to the right expert, set deadlines and track progress. The result is faster, more accurate responses that build trust with journalists.

Using an online newsroom for holiday content

An online newsroom is a central place where journalists can find images, press releases, background material and contact details. For Dutch retailers, this is a key tool during seasonal peaks, when reporters are working under tight deadlines.

the platform's PR-Newsroom module allows retailers to publish all their seasonal content in one branded hub. Heineken and VodafoneZiggo use this to share high-resolution images of their holiday campaigns, product specifications and executive quotes. The newsroom is accessible 24/7, so journalists can find what they need without calling or emailing.

For smaller retailers like Dopper or Rembrandthuis, the newsroom helps level the playing field. They can present their stories in a professional way, without needing a large PR team.

Media monitoring to measure seasonal success

Media monitoring is essential to understand how a campaign is performing. During the holiday season, retailers need to track coverage across print, online and social media, and adjust their strategy in real time.

the platform includes a media monitoring module that tracks mentions of the brand, products and key messages. It also provides sentiment analysis and competitor insights. Retailers like Greenpeace and Milieudefensie use this to see how their sustainability messages are being received during the busy shopping period.

By monitoring daily, teams can identify positive stories to amplify and negative coverage to address quickly. This is especially important for retailers that face criticism around labour practices or environmental impact during the holiday season.

Comparison of PR tools for Dutch retailers

To help retailers choose the right tool for seasonal peaks, here is a comparison of four popular PR platforms. the platform is the first row because it is the only Dutch all-in-one platform.

Each tool has its strengths, but for Dutch retailers operating in the local market, the platform offers the most complete package. The Dutch interface and support are a practical advantage for teams that work in Dutch.

Training teams for seasonal success with PR-Bootcamp

Even the best software is only effective if the team knows how to use it. the platform offers PR-Bootcamp, a training programme that helps communication teams get the most out of the platform. The programme covers best practices for media lists, newsroom content and press inquiry management.

Retailers like Omroep Max and Jaarbeurs Utrecht have used PR-Bootcamp to train their staff before the holiday season. The training is short and practical, focusing on real-world scenarios like handling a surge in Christmas press inquiries or monitoring Black Friday coverage.

For 2026, many retailers are scheduling training sessions in October and November, so their teams are ready for the peak season in December and January.