23 November 2021 | 4-minute read

Etsy Shopper Stats: November 2021

There's a lot happening that'll make your season bright.

Avatar image for Etsy Staff by Etsy Staff
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With the festive season on the way, shoppers are coming to Etsy looking for ways to give more than a gift. That’s why there’s no better time to take a closer look at what our buyers have been up to and what we're doing to reach new shoppers right now. Some of the info may come in handy as you prepare for the gift giving season. So pull up a chair, pour yourself a mug of something cosy, and take a moment to check out these highlights:

  • Etsy had 89.4 million active buyers as of 30th September 2021. That's an increase of 102% compared to the same date in 2019!
  • As of September 2021, **Etsy buyers averaged 3.1 purchases per year.***
  • Seven million new buyers joined Etsy between July and September 2021. These new buyers have a 25% higher repeat purchase rate** than new buyers in 2019.

*As of September 2021, on a trailing twelve month basis
**30-day repeat purchase, as of 30 Sept. 2021

Stats

Here’s a fun fact: During October, searches on Etsy with festive terms (like “hanukkah”, “christmas”, “gift”, and “ornament”) increased 100% compared to this time last year. Gift giving is definitely top of mind for buyers. And on that note, here are just a few of our favourite numbers from this festive season***:

  • Etsy is a Christmas destination of choice: 62% of US Etsy buyers surveyed say they’ll likely shop at Etsy this season, and 68% would recommend Etsy to others as a Christmas shopping destination.
  • Another heavy year for online shopping: 65% of US Etsy buyers surveyed plan to shop mostly or all online this year, while another 30% will shop online and in stores equally.
  • Many buyers plan to shop earlier this year, especially US buyers (61% of US Etsy buyers surveyed vs. 43% of UK buyers, 31% of German buyers, and 43% of French buyers).
  • Buyers getting an early start this year are doing so to avoid delivery delays (82% of US buyers who plan to shop earlier) and items being out of stock (73%).
  • One in 5 Etsy buyers surveyed in the US say they’ll spend more on Christmas shopping this year compared to last year.
  • The top festive item of interest for US Etsy buyers surveyed this year is women's clothing and shoes (64% of US buyers). Runners-up include accessories (60%), home decor (56%), men's clothing and shoes (55%), beauty & personal care (49%), and toys & games (48%).
  • On average, Etsy buyers surveyed in the US plan to spend a whopping $875 on gifts for others this Christmas season, $118 on Christmas decorations, and $84 on Christmas items for themselves.- 76% of those planning to buy items for themselves this festive season will mostly do so by taking advantage of Christmas sales.
  • Many also admit they’ll “self-gift” by making an impulse purchase when shopping for others (55% of US Etsy buyers surveyed who are planning to self-gift).

  • For the end-of-year celebrations, most Etsy buyers surveyed in the US shop for family members (82%), significant others (62%), friends (64%) and children (55%). However, many also shop for a parent (47%) or themselves (34%).

***From an internal Etsy study, fielded October/November 2021. Survey among Etsy Buyers: n=251 US Buyers, n=167 UK Buyers, n=296 German Buyers, n=159 French Buyers.

Bringing more shoppers to Etsy

We’re also continuing to invest in new and exciting ways to broaden the reach of Etsy’s brand and draw new shoppers to the marketplace. Check out our new TV campaign “Give more than a gift” in the US, UK, and Germany, which showcases intimate, emotional, authentic, and human stories that often go untold.

We recently debuted the Etsy House. It’s our first-ever interactive, augmented-reality experience that allows shoppers to “walk through” and shop a digital home filled with high-quality, curated Etsy items. Take a step inside here.

Lastly, there’s been a lot of excitement around the latest Creator Collaboration. This time House of Harlow 1960 founder Nicole Richie teamed up with 18 sellers, including California-based shops and Black-owned businesses to imagine a cornucopia of dreamy gifts for capturing the festive spirit. Take a closer look at the collaboration here.

HouseofHarlow
Avatar image for Etsy Staff Words by Etsy Staff

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