February 11, 2020 | 18 minute read

Podcast Transcript: A Look Ahead at 2020 Trends with Dayna Isom Johnson

Our trend expert gives the inside scoop on what’s heating up across categories this year and shares her pro tips on how to get featured.

Avatar image for Etsy Staff by Etsy Staff
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The following is a transcript of a podcast episode released in February 2020. The transcript has been edited slightly for this format. You can listen to the episode on Apple Podcasts, SoundCloud, Spotify, or wherever you get your podcasts. Or stream it via the Spotify player above.

Jed: Thanks for being here, Dayna.

Dayna: Happy to be here.

Jed: You've been on the show before but for our newer listeners, could you give me a quick description of what you do?

Dayna: Here at Etsy, I'm the trend expert. That means I'm combing the site day-in and day-out to find what's new, what's fresh, what's hot. I also work very closely with our Data Analytics team to see what our customers are clicking on or engaging with. Then I serve those trends up on a pretty platter with a bow and share them with all of our shoppers across the world.

Jed: Before we get into the upcoming trends for this year, I want to talk about something that a lot of sellers ask us about, and that's how to get featured. I hear you have some “do’s and don'ts” for shop owners.

Dayna: It’s really five things that I'm looking at. First, focus on your photography. The reason that's so important is because we don't have physical stores, so it's incredibly important to see a bright representation that really clearly shows your product. Your shop is your storefront. I need to make sure that I can clearly see exactly what your product is in a bright and inviting way.

Do be original. I'm always trying to find the latest and the greatest that isn’t already on the shelves. I want to find those things that stand out. Shoppers come to us because they know they're going to find that cool thing that can't be found anywhere else. I want something truly stand-out.

Do use hashtags. We are in an Instagram world right now. We spend so much time on our phones. There are so many times that I will just scroll through Instagram and look at hashtags, like #trend, #handmade, #original, #vintage. I’m trying to discover things that I haven't seen before and hashtags are a great way to do that.

Do be inclusive. This one is very important because as a marketplace, we have over two million shops from around the globe. I always like to make sure that I’m showing a representation of that global market. All of our photos should reflect that global audience. I'm talking about models of all ethnicities, all genders, all body types, all ages. I want to make sure that I am representing the global community that we're all a part of.

The last one is the one singular don't: Don't violate the policies. No IP infringements, no copying of other sellers, no medical claims. You can brush up on all of these things in our Seller Policy. I want to make sure that I'm representing our community the best way that I can.

Jed: Now let's talk about trends. Something I'm always excited to learn about is the color of the year, so lay it on me. What is 2020's color?

Dayna: The 2020 color of the year is chartreuse. So if green and yellow had a pretty little baby, that baby would be named chartreuse.

Jed: OK, so somewhere between green and yellow. I can see it now. It's beautiful. It’s vivacious.

Dayna: It is. It's a bold color that enhances energy. It evokes feelings of growth and harmony. And then, let me break it down number-wise because all of the trend work that I do is based off of data. We looked at the colors and in the last three months, there's been a 12% increase in searches for green already, and a 55% increase in neon green. We're seeing the interest continuing to spike in all of these different shades of green. So do you remember 2019's color of the year?

Jed: Burnt orange!

Dayna: Yes! Burnt orange performed so well. By the end of the year, the searches were up over 300% for the color burnt orange. So let's hope that shoppers engage with chartreuse in the same way, or maybe even more.

Jed: Yeah, I'm shooting for more. So does 2020 itself have any other overarching themes, something that's going to last throughout the whole year? Other than the brilliant and beautiful color chartreuse?

Dayna: Yes. It's the year of purpose.

Jed: The year of porpoise. Wait, did you say "purpose" or "porpoise"?

Dayna: Purpose.

Jed: Purpose. OK, also good.

Dayna: [Laughs] I titled this “the year of purpose” because shoppers are really making more and more purchases based on what's important to them. The thought of sustainability will remain true throughout the entire year. It's not about just buying a thing anymore. It's about buying a thing that has a purpose, that has a function, and that also makes people feel good about that purchase. And that means supporting our community of incredible sellers from around the globe.

Jed: I love that. How about some more immediate trends? What's hot right now, or rather what's going to be hot very soon, or both?

Dayna: Let's talk about one of my favorite categories to kick it off: Weddings. Here are the trends for weddings. One of the main trends is groovy gatherings. It's an ode to the '70s. Last year the '70s made an entrance back into home decor, back into fashion, and now we're here in weddings. I want you to think disco balls, pastel tones, fringe.

The other thing to keep in mind is the Instagram details. We were just talking about Instagram a little while ago in terms of using hashtags to be found. When it comes to making your item, how can it be an Instagrammable part of that couple's day and a part of a guest experience? One of the things I really love is matching couples' jackets. I actually just found one that has an internal light switch. It’s a denim jacket and the back of it says, "Just hitched," with these incredible lights. You can turn it on and off. Imagine seeing that in an Instagram post.

The other thing that I really love are creative bridesmaid proposals. So creating some type of basket that has any type of personalized detail for your squad, whether that be a custom illustration, a pop-up card, a customized wine bottle, whatever it may be. Anything that has those special details.

This next one is probably my favorite of the wedding trends. We're going to toss out all of those traditional thoughts when it comes to bridal parties. When you think of a bridal party, what are the words that we typically use?

Jed: Like maid of honor and best man and all of that?

Dayna: I have some new terms for you: the best woman and bride's man. You don't have to stay super traditional with those typical names. And let's also not forget our fur babies, so the best fur pals. Because they’re a part of our family too.

Next: the power suit. So that’s a bride who’s rocking a jumpsuit, pantsuit, shorts suit, whatever. What I love about this is that they can choose to wear it down the aisle, for the rehearsal dinner, when you're leaving the ceremony, whatever’s best for your personal style.

Then the last trend I have for weddings is sustainable style. Think about how you can use any type of reused or recycled material. Because of that year of purpose, people are wanting to see how they can get their guest involved in the movement as well. I've seen some sellers create dried flowers to use as confetti, which is really pretty and biodegradable. There are lots of different ways that this can be translated, but I think any way that you can be sustainable in your shop would be wonderful.

Jed: I've been going to a lot of weddings lately, so I’ll keep an eye out for those. But you know what? When I'm not going to a million weddings, I spend a lot of time in my apartment, which I love. Probably my favorite thing to do is just be in my space. So what have you been seeing in the home and living space?

Dayna: I love that you're spending so much time at home because I think a lot of us are, which means we need to create more of an oasis feeling in our home. The one trend that I'm really loving is color-blocking. It's inspired by '80s pastels, paired with bold tones. Think about the chartreuse baby that we were just talking about. Chartreuse is paired so nicely with those tonal colors, like navy blues. Or if you put it with a darker orange, that’s another color that feeds very nicely off of it.

The next thing is—again, we're at the top of the year—let's talk about storage, especially jewelry storage. Shoppers want to get ahead of organizing and get their life together.

Jed: We've got people making resolutions about getting more organized and spring cleaning is right around the corner.

Dayna: Exactly. Now is the time to take advantage of that because most shoppers are in that mindset. People are really searching for statement shelving right now as well. This is a time that not only do people want to get into that clean-house mentality, but it's also a time when they want to start thinking about how they can add new flavor to their spaces. They want something that's cute and fashionable, but also functional for their home.

Jed: Excellent. What’s next?

Dayna: Pet wellness! I think that last year was the first year that we really started focusing on our own well-being and self-care. And now that that's become a part of our daily routine, it's time to pass it on to the others who are in our lives.

Jed: Bring our little fur babies into the circle.

Dayna: That's right. Bring them into it. Again, I like to back it up with the numbers. There's been an 11% increase in searches for custom treats in the last few months and a 15% increase in searches for pet food. People are really wanting to put that customization into the love for their pets.

Jed: OK, we've covered weddings, the home, pets. We're going from big to small, so what's smaller than a pet?

Dayna: Jewelry!

Jed: I knew you'd know.

Dayna: In jewelry, there are nods to the '80s everywhere. Shoppers want to make those big, bold statements, whether that means layering lots of pieces or gigantic statement pieces. Think pearls and bows but in a modernized way.

Jed: Great. What about trends in clothing?

Dayna: The first thing I'm going to talk about is a seasonal piece, but it's going to be the spring before we know it. Linen separates and one-pieces, like jumpsuits, are something to really look out for this spring and summer.

And then back to the ‘80s: I'm talking high-volume pieces. High-volume meaning items that really pump up the volume, so big sleeves, wide-leg pants, anything that really takes the silhouette over the top. And as a matter of fact, Isabella and I just did a video that really brings to life what these high-volume pieces look like up close and personal. And with all of these references to past decades, that means this is an opportunity for our vintage sellers to really go out there, curate, and find these items that people are trying to discover.

Jed: That is an excellent variety of trends. Thank you for those. What tips do you have for sellers about ways to put those trends to work in their shops?

Dayna: A few tips: Update your photos with on-trend styling, so make sure the lights are bright and make sure you incorporate any props that make that item stand out. Update your shop banner with seasonal details because, we're kicking off a new year and a new decade. Make sure it's nice and fresh. And finally, include those relevant seasonal search terms in your tags, titles, and descriptions. So do a once-over and if you can add some fresh tags or titles or descriptions, go ahead and pop them in there for this new year.

Jed: And to recap your advice from earlier about being featured, which is also just great advice in general: Do focus on your photography, do be original, do use hashtags, do be inclusive, and don't violate our policies.

Dayna: That's it!

Jed: OK, it’s time for the lightning round. Question number one is from Family Wishes Dreams. They want to know which animal will be the one for 2020.

Dayna: This year there hasn't been a singular animal that's as strong as we've seen in the past. I'm sure you guys were on board with llamas, sloths, and mermaids for the last few years. And last year at the tail end, tropical-themed animals were starting to gain momentum. Tigers and toucans were really having a moment. Tigers are still continuing to be strong so far in 2020. But a brand new one that has just started to pick up some speed, which I actually am really excited about, is the bee. When I looked at the searches, there's been a 40% increase in searches for bees in the last year.

Jed: Cait's Charity Cards asks, "What are your suggestions for connecting with your customers in 2020? I've heard about handwriting letters to include in your shipping, and would like to hear about other ways you can make that personal connection."

Dayna: Absolutely. Keep up the handwritten notes. It's what sets us apart from any other site, shop, store, whatever. Our customers love it. It really helps you build that relationship with your customers. The second idea I have is to connect with them on social media. How can you strike up conversations with your personal community on social media? Perhaps you can ask for their feedback on new items that you're creating. Post Instagram Stories and ask, "Hey, guys, what color should I paint this? What materials should I use? What do you guys think?" To really drum up that conversation and engagement with your customers.

Jed: We got a couple of questions around paper crafts and birthday trends. What can you tell us about those?

Dayna: I actually just did an interview with Refinery29 on this exact thing. And it's a very exciting thing because while the sentiment of cards is evolving, people still want it and they're coming to us, specifically Etsy, unlike any other time. They're going to be looking for that chartreuse, that bold color, but also digital cards because of convenience. It’s so easy for shoppers to find a truly unique card but easily print it at home. There’s no shipping.

Also, anything personalized with custom illustrations because that can't be purchased off the shelf. That’s something that can actually be turned into artwork after having that special moment of celebration. The other thing is unique materials. I'm starting to see a lot of cards that are made from wood, vellum, acrylic, things that are truly unique. Again, it's something that you're not going to find on a traditional shelf, something that really sets it apart. Another thing is scratch-off cards, so cards that have a game element to them.

And I can't say this enough: the sustainability movement. I've seen a lot of you out there create seed paper elements in a card, or use recycled paper. Anything that's eco-friendly is always a win.

Jed: Westin Lynn asks, "It would be nice to know the specifications of what Etsy is classifying as a trend. How is the trend being identified?"

Dayna: There are a lot of different factors that I look at when calling out trends. I look to the retail community and forecasting services like WGSN and Trend Bible, who make these predictions based on past trends and past customer engagement. Then I'll look at what I'm discovering on my own. And this last one is really the most important: I look at the data that our Data Analytics team pulls for me. That's really showing me what our shoppers are engaging with on Etsy.

I take those three things, put them together, and present them to you all. I do want to point out that while it's my job to call out these trends, and hopefully you guys can interact with them in a way that best works for your shop, this is in no way a guidance for you to live your creativity through. This is just an idea. People are coming to Etsy, coming to your shop specifically for your creativity, specifically for the handmade touch that you put into your item. So I'm just hoping to give you a bit of an idea as to what shoppers are engaging with.

Jed: Right. You're not expecting anyone to use every trend.

Dayna: No. Do what works best for you and your brand

Jed: Milady's Sewing Basket has a few questions. First, they're curious about niche trends, like wooden lapel pins. Second, they want to know how to think about Pantone’s color of the year as a small business owner. And third, they're interested in hearing about trends in packaging.

Dayna: OK so the first thing about wooden lapel pins: Last year I started talking about the momentum of men's accessories starting to rise. There were lots of different ways that that could be translated and wood was actually one of the materials that was doing really well because it was a modernized take to traditional lapel pins. So while I haven't done any specific research on that, I can say that men's accessories are continuing to be popular. I would encourage you to continue with your creativity and see how shoppers engage with that specific item.

Jed: The great thing about a niche is that the people who are into it are very passionate about it, so you'll always have customers.

Dayna: My husband is one of them. He loves lapel pins. I think another thing to consider is that there's also the wedding market. A lot of wedding parties forego the traditional boutonniere and just do a lapel pin. So perhaps that's something you can start looking into with your tags and opening yourself up to a new category that maybe you hadn't thought about before.

For the Pantone color question: Pantone is just one of many companies that puts out a color of the year. Pantone releases one, Etsy releases one, and so do many paint companies like Sherwin-Williams and Benjamin Moore. What's interesting about this is that we don't go to a color of the year conference when we release our colors, but somehow they do all relate to each other. They may not be the exact same shade but they all work together. I think it's because we are all working around the same data and working around the same climate in the world.

When it comes to looking at the Pantone color, the Etsy color, or whatever it may be, choose a color that works best for your palette. And if that means creating an item in each one of those shades and seeing which one tests best with your customer, then you can do that. I think our advantage is that it's a low barrier to entry. If you make just one item in those different shades and see which one your customer responds to best, then you can figure out how to move forward.

And then for the third question about packaging trends: Be eco-friendly and include some type of personalization. I think those are the top two.

Jed: The last question is from Top Dogs Gear who says, "I'd love to know what's potentially going to be trending around the globe in various countries."

Dayna: Here's the kicker: All of the trend information that I pull is global information. Everything in my trend reports is based on the entire globe in all of our communities and their engagement.

Read Dayna’s wedding trend guide and our early 2020 Marketplace Insights report to find out more about what to expect this year.

See '80s fashion trends come to life in our video on YouTube, starring Dayna Isom Johnson and Isabella Diaz.

Avatar image for Etsy Staff Words by Etsy Staff

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