11 August 2020 | 15-minute read

Podcast Transcript: An Early Look at Christmas 2020 Trends

From sunny citrus to DIY decor, Etsy’s trend expert Dayna Isom Johnson talks about top trends for Halloween, Thanksgiving, and beyond.

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The following is a transcript of a podcast episode released in August 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.

Tess: Etsy Trend Expert Dayna Isom Johnson is on the line from her home in Brooklyn. Dayna, can you start by talking a bit about how Christmas is going to look different this year, generally speaking?

Dayna: This Christmas season looks and feels a little different from what we’re used to. We know that shoppers will want to make this one of the most memorable and special seasons yet. We’re all taking a moment to sit back and be grateful for what we have and celebrate those who we love and are in our lives.

As shop owners, you can do your part through offering as many personalised and standout details as possible. And because we’ve all been indoors, shopping is happening earlier than ever before. We’re all behind a computer screen and tablets all day, which is really sparking us to look forward to what we hope will be the most wonderful time of the year.

Tess: Before we get into the Christmas shopping trends, I want to talk about two other celebrations that are coming up first: Halloween and Thanksgiving. Let’s start with Halloween. What are shoppers going to be doing differently?

Dayna: For Halloween, shoppers are going to be into making their own costumes, creating a fun and engaging trick-or-treating experience for kids at home, and baking more yummy treats. Baking has been such a surprising uptrend for us so I really think that baking treats will continue throughout Halloween celebrations. People will be incorporating masks into their costumes, and then, of course, we'll see above-the-keyboard costumes.

Tess: You talked about above-the-keyboard weddings during our last trends podcast episode. What does that mean for Halloween costumes?

Dayna: Again, we’ll be spending more time at home but everyone still wants to celebrate Halloween. This is about how you can be super creative because people are only seeing you from the waist up, or from your keyboard up. So really putting the emphasis on the part of the costume that people will see from the keyboard up.

Another thing to continue to think about, too, is backdrops. With these celebrations happening at home, you want to have that cool above-the-keyboard costume, and then also have the greatest backdrop behind you to really “wow” all of your fellow virtual party attendees.

Tess: Plus, that’s great for social media.

Dayna: Exactly. Photos matter the most right now. Not only do shoppers want to share the beautiful pictures and the creative pictures, but they also want to show off how creative they’ve been and all the DIYs that they’ve done. I encourage our sellers to think about how your items can be broken down as kits. Because it gives shoppers the opportunity to let their creativity shine, but be guided by our experts, AKA our incredible community of shop owners.

Another thing that I do believe is going to be spiking for Halloween specifically, is scavenger hunts for shoppers. Think about how things can be deconstructed in a way that allows shoppers to put their own personal flair on it. How can you create themed scavenger hunts for parents to set up within their home for the kids? Is there an adult version of scavenger hunts for shoppers? We’ll talk about more ideas for the end of year celebrations later on but, as a sneak peek, one of the leading themes for this Christmas season is games. And this scavenger hunt idea really leans into the popularity of games.

Tess: Next is Thanksgiving. How are buyers going to be approaching that celebration this year?

Dayna: With more people staying put, we’re going to see more Friendsgivings. We’re probably going to see fancier dinners because there are going to be smaller gatherings. You’ll also see gratitude gifts because we’re in this moment of thinking about what we’re grateful for and showing appreciation. Not only to your friends and family who are so close to you, but also showing gratitude to those essential workers. I’ve already started to see Etsy sellers creating gratitude gifts that you can give to your postal worker, your local shopkeeper, or your grocery shop worker who’s been there for you and your family during this time.

Then you also think about how you can bring the outside in. Because the temperatures are going to start to plummet soon and we won't be able to do all of those outdoor activities, like we’ve been doing over the summer. So when it comes to bringing the outside in for your beautiful Thanksgiving or Friendsgiving dinner, how can you incorporate elements like pine cones, greenery, bamboo, or other natural elements that shoppers can bring into their home? How does that translate to the items that you can create?

The flip side of that is if you’re in a warmer climate. If weather permits, people are going to have their celebration outside to be safer and perhaps allow more people to attend. For our sellers, think about how you can up your outdoor-safe fabrics for throw cushions, mats, and rugs to make a special, standout outdoor celebration.

I also think this is a really great opportunity for our vintage sellers who curate incredible outdoor furniture and cocktail sets. The celebrations won’t be as large this year, but that doesn't mean that you can’t have those special elements incorporated into the dinner.

Tess: Now let’s get into the trends for the gifting occasions in December. What motifs or patterns are going to be big?

Dayna: This is very exciting because we’ve got some standout trends that are quite different from what we’re used to seeing, which is exciting. The first one that I want to talk about is citrus motifs. And when I say citrus, I’m talking lemons, oranges, clementines, grapefruits, any and every type of citrus fruit that you can think of. This is another way for shoppers to bring the outdoors in. What I really like about this is that it’s refreshing, it’s bright, it’s happy, and it’s a new addition to decor from those traditional themes that we know and love for the Christmas season. You’ll see the citrus prints in wrapping paper and ornaments. When it comes to products, I’ve seen beautiful dried citrus wreaths and hand-painted elements on ornaments.

Another one that I love is an indigo-dyed motif, which is called Shibori. It’s a Japanese dyeing technique that uses blue dye. It’s very similar to tie-dyeing, but you’re not using a variety of colours. It’s just that deep indigo tone. What I love about this is that it’s really coming off the heels of one of the most popular trends of the summer, tie-dye. Tie-dye was such an incredible explosion this summer, and it continues to be very popular. So this Shibori trend is an extension of tie-dye and it’s creeping into the Christmas season. It’s a little bit more sophisticated.

What I think would be really great for our sellers to consider are things like Shibori stockings or tree skirts, and wrapping paper is always a good one. Get creative and see how you can add this interesting touch to some of the traditional themes that we typically see for the festive season.

Tess: Tie-dye has been so huge. In our last episode, Brie of Breezy Tee mentioned that your tip about tie-dye in the summer trends episode inspired her to make tie-dye hair accessories and that they started selling immediately.

Dayna: That’s amazing.

Tess: What about gifting trends? What can we expect to see there this Christmas season?

Dayna: This year, Christmas cards are going to be bigger than ever because it’s such an easy and personal way to share a note with your family and friends. If you want to take the cards up a notch, one of the major trends that I’m starting to see is something I’m calling, “lasting greetings”. These are like your traditional Christmas cards with festive sayings on them, but they’re made in either acrylic, wood, or bamboo. Really long-lasting materials that can preserve the Christmas sentiment beyond just this year. This item could be framed or put on the mantel, and also saved to be reintroduced into the home decor the following year.

Tess: I love how it can double as a piece of artwork. I’ve heard that some sellers are doing a similar thing with board games, making them aesthetically beautiful and interesting. Can you talk about that?

Dayna: Yeah so just like I mentioned earlier when I teased you a little bit about games making a big entrance, family game nights are going to be huge. We’re spending more time at home, and spending quality time together. I think that’s a positive thing to think about during this unique time that we’re in. But how great is it that traditional family nights are making a comeback? So chequerboards, chess boards, match games – anything that you can think of in terms of games.

The most important thing for our sellers to consider is the design. Because, while the game is fun and engaging for the family, what makes this set of games interesting is the design aspect. Can this item sit in a shopper’s home and look like a beautiful piece of artwork and be a game at the same time? Is there any way that you could level this up even more and offer personalisation to add the family’s name, a special date, a picture?

Tess: Speaking of personalisation, I know that shoppers typically see Etsy as a destination for personalisation, surprise, and delight. Do you think that will still be the case this Christmas?

Dayna: Absolutely. I think this is going to be one of the biggest years for Etsy in terms of personalisation. People this festive season want to purchase gifts that have purpose and that are mindful. We’re in a new headspace. The world is in a very interesting state right now, but what I will say is that it’s a time for reflection. So when we’re buying items for our loved ones, it’s extremely important to have a real purpose and a great deal of love poured into those items.

Some of the items that I love that I’ve already seen and that I’m sure will continue to do well are those personalised recipe cutting boards and the DIY candle kits. Again, it’s all about having an activity to do with your family and friends. I want sellers to think about the fact that even if families aren’t together in the same room, they can still do these DIYs virtually. Maybe they’re making the candles together over a video call, so they’re still being creative and having a good time together.

Speaking of being together, I think that community and togetherness is going to be a huge factor to consider when creating items for the Christmas season. Some of the most popular items that have been really spiking in the last couple of months that I think will continue to live on through the festive season are gardening essentials for family, especially in warmer climate areas.

And then, I haven't really seen this, but as we continue to talk about how our sellers can deconstruct items and turn them into a kit, I think that scrapbook essentials are a great way to get your family and friends involved in something that’s super personalised and help make long-lasting memories. If you create scrapbooks, is there a way that you can add a personal touch? Can we create something like “the travelling scrapbook” where the family adds their own personal touches? I know I would be into that for the Christmas season. Just something for our community to think about.

Tess: I love that idea. Mailing the scrapbook to each other so everyone can add their own little piece and then pass it on? Love it. OK so last time you were on the podcast, you talked about summer loungewear and I know winter is also big for comfy clothes. What are you seeing in that space?

Dayna: Comfort isn’t going anywhere. We're going to be lounging around and I’m kind of loving it. Consider adding oversized knit blankets. I love watching those process videos of sellers using their arms to knit the blankets. They look so comfy and cosy. Throw cushions, because this is a time that shoppers are adding new touches to their home decor and throw cushions are such an easy switch out. This is an opportunity for shoppers to incorporate comfort in every aspect of their home decor. It’s the thought of cosiness to the max.

In terms of clothing, matching sets have been super popular. Are there ways that fashion or vintage sellers can step up their cosy athleisure game? Help customers feel stylish but comfortable at the same time.

And then, of course, personalisation is our bread and butter. It’s a no-brainer. If it makes sense for your shop to offer this, by all means, give it a go.

Tess: Since people might not be going out as much this season, it seems like shoppers might want to deck out their homes even more than usual. What trends are you seeing in Christmas-themed home decor?

Dayna: Oh yes. Shoppers will be creating the most magical Christmas experiences for their family because if you’re going to be spending this much time at home, you want to make sure you feel joyful, comfortable, and happy. In terms of DIY decor, decorating is a source of joy. People are learning new skills and they’re getting more crafty. As we continue to spend more time at home, shoppers are discovering new talents and trying new things.

For our sellers, how can you deconstruct an item that will help shoppers turn their home into the most magical Christmas experience? Do you want to offer ornaments? Can you personalise them? Are there wreaths that can come as a kit? All these things that are going to spark the most joy and the most magical Christmas experience for shoppers and their families.

Tess: Shoppers often come to Etsy for the special items, but this year it’s been interesting to see how now we’re becoming known as this destination for everyday items as well.

Dayna: That’s right. We are now a destination for practical and everyday items. Because we have a new normal and that new normal is spending a lot of time at home. Shoppers want to keep their home comfortable, functional, and they want it to reflect their personal style. They’re coming to us for quick updates to turn their space into the oasis they’ve always wanted.

Now they’re coming to Etsy for that personalised mug that they use every day. Maybe it used to be at their office and now it’s in their living room. Or they want to find handcrafted organisational supplies for their kids because now school is at home. Or, like I mentioned before, baking kits have been incredibly popular. I think bread baking kits have been one of the most popular ones. We offer so many options and I’m just so happy that shoppers are coming to us for those items.

Tess: Yeah, it’s been amazing to watch that progression over this year. OK, I think that's everything. Dayna, where can sellers find more information about Christmas trends?

Dayna: Sellers can check out our trend report on the Seller Handbook. And we know that the trends are changing very quickly this year, so we’ll be bringing you fresh updates throughout the season. Keep an eye on the Seller Handbook, Etsy seller emails, and your Shop Manager dashboard for the latest.

Avatar image for Etsy Staff Words by Etsy Staff

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