Seller Handbook

The following is a transcript of a podcast episode released in August 2019. 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.

Isabella: Hi, I'm Isabella and I'm a shop specialist on the Community team at Etsy. I'm here with our trend expert, Dayna. Welcome to the show, Dayna! I'm excited to be sitting here talking with you.

Dayna: Thanks for having me! Happy to be here.

Isabella: There are so many great trends on the horizon. And as a seller myself, it's always interesting to hear about them and start thinking about how and where I can implement them into my product line. I've had a sneak peek at some of the trends we'll be calling out in our Marketplace Insights report, and I'm hoping you can break things down a bit for us. Specifically, I saw that sustainability is still a big one. What's the latest on that trend?

Dayna: We've had a heavy, heavy focus on sustainability this year, both as a company and as an overarching trend. As a company at Etsy, we've committed to offsetting the transport emissions for every single purchase made on Etsy.com, which I'm so proud of. I'm happy that we've really made this big change for our earth. And now more than ever, customers are caring more about their purchases as well. I really want you to consider items that can help make them feel even better. Items that make them feel like they're doing their part and doing something better for the world. Think about how items can be eco-friendly. Think about how you can potentially use recycled materials, make items that could be compostable, or items that have any other green component.

Isabella: I love this. I'm so glad it's still getting lots of attention. I'm wondering if you can offer any suggestions specific to sellers who are looking to incorporate this trend into their product line, but maybe doing so isn't super obvious. Do they go for a look? Maybe it's more about the materials they're working with. Can you elaborate on that?

Dayna: Sure, I feel like there are a lot of different options that you can try. Since we're focusing on Christmas right now, this is a really gift-able moment. One thing that I’ve continued to see grow is the movement of compostable straws that are made of paper, glass, or metal. This is a great option for millennials. You can pop them in their stocking, it has a cool case, and it's something that they can use to participate in making the world better. But then also there are ways that you can contribute as well. Think about how you can repurpose items and make something new again. One thing that I've seen that's been really cool in the last few months is those old school 1950s TV sets. I know my grandparents had them. I've seen some of you guys turn those into cat beds, which is really cool, very different, and unique.

Isabella: Only on Etsy.

Dayna: Only on Etsy! Our incredible community comes up with these wild ideas. Or even thinking about how you can use wood in your local area. Maybe there's a business that's closed or an old lumber mill, or something like that. Can you turn that wood into a new lamp or make that reclaimed wood into something beautiful?

Isabella: I love this idea of making something old new again. I feel like it can be applied to both our handmade sellers who are upcycling things, as well as our vintage sellers.

Dayna: Absolutely.

Isabella: What about packaging? You mentioned Christmas is right around the corner. I think that's really when people start to step up their packaging game.

Dayna: Yes, and I think one thing to keep in mind as well is that shoppers come to Etsy because they want that personalised experience. And unlike anywhere else, when people come to Etsy, they can get that personalised note that comes along with that special piece. So that's already one thing that's stepping up your packaging game.

When it breaks down into specific trends, one of the most popular themes that I've been seeing for the Christmas season is cabin scenery. All of those old school scenes of log cabins, or a forest, or anything that's really evoking quality time spent with family and being tucked away.

Another great one that I've seen is anything dealing with Southwestern vibes. So images of agave, desert scenery, and all of those rich earth tones have been very popular. And again, this is the time that you can also consider that earth-friendly, sustainable message. Is your packaging something that’s been reused? Do you use twine that's recycled? Anything that you can breathe new life into.

Isabella: I recently purchased a large Afghan blanket on Etsy, and the way it was packaged was so cool because it was very beautiful packaging but also very obvious that she used recycled materials. The seller actually wrapped the entire blanket in French newspapers, which I thought was really interesting. And then she used all different types of twine, wire, and string to wrap it all up. It was eco-friendly, but also just really cute and fun to open.

Dayna: I love that it's almost like that seller was making the gift wrap a present as well. It was like a present within a present. So delightful.

Isabella: I've heard that this year people are a little bit over the “less is more” look and moving towards this maximalism trend. Can you explain to us what maximalism is?

Dayna: This is so near and dear to my heart, first of all. I love this maximalism movement, but that's because I love that maximalism is all about incorporating brighter colours and lots of textures. It's a nod to the over-the-top texture and colour movement. It's not necessarily about consuming more items, but it's about that one item having more interesting features than just a singular thing. And to translate that into the Christmas scene, think about those over-the-top wreaths that have lots of ornaments, and trees that have lots of tinsel, ribbon, and dangling baubles. And that goes for fashion accessories and home decor as well. Look for those super eye-catching and bold textures like velvet and fringe, and anything that's going to add colour and texture.

Isabella: So you're telling me that at Christmas parties this year, I can wear all of those things? I don't have to pick just one?

Dayna: Girl, pile it on. A ring on every finger, earrings, bracelets. Put it all on. I love it.

Isabella: This is really good news. Next up, woodland wonder is one of our trends this year. Can you tell us more about that one?

Dayna: So with woodland wonder, I want you to think classic, nostalgic scenery. Think about how families can really come together for quality time, like through old school games. All of you makers out there who are woodworkers and can create tic-tac-toe or tumble games, or anything that's really bringing the family together and removing technology. Think crackling fire, log cabins, cosy scenes, and all of those warm and fuzzy things.

Isabella: I love this whole idea of unplugging and celebrating what's nostalgic. That feels really special. Can we talk about how a seller might incorporate this into their product line?

Dayna: Totally. Think about those quilted textures, especially for vintage sellers. I think back to these incredible quilts that my grandmother used to have around the house. Anything that makes you feel cosy. This is also great for plaid patterns, so maybe you’re creating a plaid tree skirt or stockings. Or if you’re a clothing maker, maybe you're creating a fabulous plaid dress. And if you're an illustrator, this is a great opportunity for you to create Christmas cards that have this type of illustration on there. Cosy, crackling fire scenes, tall trees in the forest, or woodland animals.

And I love all of you sellers who create those really funny lines and phrases on Christmas cards. People I've talked to come to Etsy because they don't want to buy that pack of boring cards in the traditional store that really don't have any type of warmth to them. But for all of you out there who create those special one-of-a-kind Christmas cards, this is the time for you to incorporate something like this. And also, I spoke about this earlier, but those of you who can create DIY packages or games, that's great as well. Anything cosy.

Isabella: OK, this next trend I'm super excited about: starry nights. What can you tell us there?

Dayna: Starry nights is a combination of celestial themes and holographic prints. Anything that has that cool, iridescent shimmer. Think pastels and moody tones, especially within woodland animals. When you think about a woodland animal, you think about an owl, a fox, or any of those types of creatures. But how can you make them more unique? Make them shimmer and shine in a pastel colour. It's cool, it's refreshing, it's something new for this Christmas season.

Isabella: This is a great excuse to lean into my love for astrology. I also just love anything that shimmers, and Christmas is a perfect time to start incorporating that into your product line. It's a good time to experiment with holograms, shimmers, and glitter. Can't wait.

Dayna: It’s also reminiscent of the ‘90s a little bit. That's when I was a young one, but the ‘90s was that time where you saw all those iridescent-y, shimmery moments, and body glitter was a thing. But all of those things are coming back and I love what I'm seeing so far from you guys and what you're creating. It's a nod to these decades, but you’re really modernising it and turning it into something new.

Isabella: Did you know you can buy vegan body glitter on Etsy?

Dayna: Yes I did! [Laughs]

Isabella: Love that. OK, what kind of products come to mind specifically when thinking about starry nights?

Dayna: When you think about that shimmer and shine for starry nights, you also think of metallics. And let's face it, metallics are always in during the Christmas season. It's your time to shine. It's the end of the year. You're doing something fresh and sparkly. It's time to be sparkly. So when you think about this iridescent craze within this celestial theme, think metallic everything, from jewellery to accessories to dresses. And then for home decor, table runners and ceramics are great. You can do constellations on vases and on mugs. Anything where you can add that touch of sparkle and shine.

Isabella: My ceramics studio that I go to just got new glazes and one of them is a shimmery, iridescent glaze so I'll be incorporating this trend into my pottery.

Dayna: Oh yes, I can't wait to see that!

Isabella: Let's switch gears a little bit. What can you tell me about wedding trends this year?

Dayna: Weddings are probably my favourite category of all time. I think what's very important for our seller community to know is that the most popular time of year for people to get engaged is between Christmas and Valentine's Day. I always read that this number continues to grow and grow and grow. This is a key time for our sellers out there who make incredibly unique ring boxes or the engagement ring itself. I'm talking to you too, vintage sellers. This is the time to discover those really beautiful and interesting engagement rings.

And then there's now this craze of the “Will you be my bridesmaid?” everything. From cards to unique baskets that you can put together to little labels that you can put on their favourite wine bottles, the options are endless. I can't spill the beans quite yet on wedding trends, because my trend guide will be coming out within the next few months and that's going to give you the lowdown on all of that. But in the meantime, just know that this time is popping for engagements so start thinking about that.

Isabella: OK, so weddings are happening and engagement season is here. What about the people who are going to weddings? A lot of people have autumn and winter weddings and it's a great time to shop for wedding gifts. I know we see an increase in searches for gifts for the couple or gifts for the newlyweds, and wedding gift in general has always been a popular search term. What can you tell us about gifts specifically?

Dayna: Not only in conversations with my own friends and family, but also when I go out and ask people about their feelings about Etsy, I hear that the reason shoppers come to our sellers is because they want to find a special gift that can't be found anywhere else and that is really going to make a mark in the couple's life.

Probably one of the most requested things that always comes our way from different media partners is the illustrations – the custom illustrations are just always a winner. Think about it and take a step back as a creator. Sometimes we get so caught up in the things that we create, but think about yourself as a shopper. What would you like to receive if you were getting married? What would you like to receive if you just got engaged? What would excite you?

Isabella: OK, we're going to move on to the lightning round. We put out a call for questions in the Forums. Thank you to everyone who submitted. Now I'm going to go through some of the questions we got for you, Dayna. Our first question comes from Mayday Labels. They ask, "What trends are you seeing in Christmas packaging, both gift wrap and product packaging?"

Dayna: For Christmas packaging, DIY wrapping paper is really great. So how can the shopper put their spin on it? Maybe it's a colour-in process, maybe it's a stampable page. However you can potentially make it DIY. The next thing is, again, those prints that are inspired by log cabin scenery and those camping and nature motifs. Poppy prints that are bold and really represent maximalism. All of the colours, textures, and boldness. Last, but not least, anything that's sustainable. Seed paper has been very popular, or something that's recyclable, or made from recycled paper.

Isabella: I've actually been experimenting with this myself. I make flower crowns and I've been saving the leftover greenery pieces that get clipped off in the end. I've been attaching scraps of paper to them, writing my little thank-you note on them, and throwing them in. It seems to be going over really well. Don't underestimate those scraps in supplies.

Dayna: That's what I'm talking about! That's such a nice touch. It's so pretty and you’re using every single thing. I love it.

Isabella: Our next question comes from Creations of True Fairy. They asked, "What information do you use to analyse trends?"

Dayna: It's a lot of information that's combined. I not only look for data that's provided by our internal teams here at Etsy – what our customers are searching for, what they're engaging with – but I also look to forward-thinking forecasting services like WGSN and Trend Bible, and that really helps guide me on what's popular globally. And then I also spend a lot of time chatting with our seller community about what's been performing well in their shops. I put all of those things together and serve it up on a pretty platter just for you guys.

Isabella: The next question comes from Black Sheep Dyeworks. They've asked, "As a supply seller, I often find it hard to take advantage of or respond to trends, except for colours. What are your tips for other ways I might be able to align with the Christmas trends this season?"

Dayna: I totally get this, because supplies can definitely be difficult to portray in trends. But you're right. You can absolutely take advantage of colours in this moment of heavy maximalism. I want you to consider the fact that customers are wanting more of those bold colours, and this is also how people who are using your supplies can add texture. How can you include other types of beads or other things with different adornments to help them add more texture?

I also want you to think about microtrends, which are things that fall underneath these bigger ideas. For example, safari and tropical themes are very popular right now. You heard me talk about this sustainable movement and how popular metal and glass straws are right now. Is there a way for you to incorporate a paper flamingo on the top of your paper straw? Or any other type of adornment that's still a supply, but gives you that extra nod of excitement?

Isabella: Earlier you were talking about how DIY in general is a big trend this year, and going back to the wrapping paper, maybe there's room to make sure you're using words like DIY, create it yourself, and things like that in your titles and tags. In that case, supplies are kind of always trending, right?

Dayna: Exactly.

Isabella: Our next question comes from Pink Cottage Studio. They asked, "Are you seeing custom and one-of-a-kind items as a continued Christmas trend?"

Dayna: Absolutely. This is a trend that will forever be popular, because again, shoppers are coming to us because they want something custom and they want something personalised. And they can get that like no other place in the world like they can on Etsy.

Isabella: Our next question comes from Cheshire Cat Mad: "What are the age and gender demographics for the trends you’re highlighting?"

Dayna: The beauty of Etsy is that we have a wide range of customers from around the world. And the trend information that I pull is super high level, and I think it can be incorporated or tailored to any age group. In general, our buyers are 25 to 54 and mostly female.

Now, let's break down how a trend can be adapted or changed to fit who your customer is, meaning who's shopping in your independent shop. Let's talk about plaid, because we talked about plaid a little earlier. When you think about a younger millennial, maybe their inspiration for this plaid movement is not coming from the same inspiration as someone who's a baby boomer. The ‘90s, like I said before, is a huge decade right now that's making a resurgence. But that ‘90s plaid is more grungy, whereas when you think of a ‘60s plaid, it's a little more mod. But this is a popular type of print that can be incorporated and adapted to many different age groups. I think as a seller, you have to think about the person who's shopping with you and who you want to provide for.

Another great example is tie-dye. Tie-dye is huge right now and it’s everywhere. But again, tie-dye means two totally different things for many different age groups. For my parents, tie-dye was all about being a flower child in the ‘60s. Whereas for me, tie-dye was popping when I was 10 years old in the ‘90s. I encourage you guys to think about how this trend, or how any trend for that matter, can be adapted to the things that you make.

Isabella: That's so funny. For me, tie-dye is like a verb. It's something that you do with your friends. So, supplies sellers, maybe that's another note to take.

Dayna: That's such a good idea. I've had two of my friends in the last two months tell me that they've had tie-dye parties. It's such a fun thing to do. Everyone's piece comes out differently. It's a very unique experience. So to those supply sellers out there or the sellers who are creating these DIY kits, that's something that's so much fun.

Isabella: We got a lot of questions about colour schemes, and whether or not burnt orange is still in. Can you give us an update on that?

Dayna: Burnt orange is still in. I think what's really exciting about this burnt orange idea is that there are more options than ever before for decorating your home. You can choose to go traditional, or there are other ways that you can be fresh and creative when you’re creating decor or any type of Christmas baubles. Whether you want to try your hand at neon tones, which is always fun and different, or you want to go an earth tone route. I think some other things that have been pretty exciting when it comes to Christmas themes are safari prints. Thinking about toucans, giraffes, flamingos, or other types of tropical, hot weather themes that are not typically associated with the Christmas season.

Isabella: Yeah, a Christmas in July sort of thing.

Dayna: All my Floridians out there will probably know what I'm talking about. I lived in Florida for seven months and I remember during the Christmas season there were palm trees wrapped in Christmas lights, you saw flamingos in Santa hats, and it was a whole thing. But now I think these types of ideas can be incorporated beyond just Florida.

Isabella: Our next question comes from Desert Coastal Studios: "I'd like to know if there are any upcoming trends for winter and Christmas weddings."

Dayna: Some of the most popular ideas right now that are extending into weddings is the concept of weekend-long activities. All of these reports I've been reading are really about more than just one day of celebration. Think about how your item may not necessarily fit directly into what is considered a traditional wedding gift or favour. Consider how it could be used as a part of a welcome gift or another part of a weekend-long celebration, because more and more people are doing games on one day, dinners on another day, or short trips to somewhere nearby. How can you twist that idea to make your item fit into that? And how can you use tags as an advantage to you to get found in all of those searches by the couples?

Isabella: The next question comes from the Old Barn Door: "I'd like to know a bit more about what types of vintage items you see trending for incorporation into today's Christmas home decor."

Dayna: Two of the most popular decades right now are the ‘70s and the ‘90s. I think any item that is relatable to those decades is going to be a big hit. And keep in mind, maximalism is reigning supreme right now. All of those over-the-top wreaths, baubles, and ornaments that have that added colour and texture are going to be really great. Also for the ‘70s, think about rattan. How can rattan vintage items be incorporated into the Christmas season as well? That also ties back to this tropical theme. All of these things are related in some way.

Isabella: Our next question comes from Botanically Me. She says, "I make botanical perfumes, and I’m wondering if people purchase perfumes for gifts at Christmas and other occasions. It's such a personal choice. I'd like to get a better idea of whether people give perfume or other fragrance items as gifts, and ways I can market this online when you can't actually smell it."

Dayna: Absolutely, people purchase perfumes. But you've got it right - someone can't walk into your shop and smell it. But that's OK, because here's where I think you can still have a hit item for the Christmas season. The first thing is to make sure that you're heavily descriptive in your item description. What type of picture can you paint for this person who can't physically smell it?

The second idea is to consider selling sample packs for all of your fragrances. Maybe you have a trio of roller ball sets that's just a hint of what they can expect in a larger bottle. And you can tag something like this as a stocking stuffer. Maybe you can include a bounce-back in that package so that someone can come back to purchase the larger size once they’ve purchased your sample set. So there's different ways of accomplishing this, you just have to make sure that your enticement for them to come is through your words and through your visuals. And again, making it an option for them to buy smaller sets so they don't have to fully commit to a large bottle.

Isabella: Going back to what you said about your words and your visuals, I think in this case it's also really important to make sure you have strong product photography. Make sure you're doing everything you can in terms of customer service to get those five-star reviews. It's almost like having your buyers describing the scent to your other potential buyers.

Dayna: Absolutely, and you can include the ingredients that you're using to create that beautiful scent in the photo.

Isabella: Yeah, maybe it's a sprig of rosemary or lavender next to it. Anything you can do to curate the photography and make it maybe a little more on the editorial side. That's going to help sell it.

Dayna: And also it's great for me when I’m looking for great product photos that I want to include in my trend guides.

Isabella: Oh yeah. OK, Ivan and Lucy have our next question. They asked, "My 23-year-old daughter and her friends all buy used and vintage everything." That's awesome! "This trend and the Marie Kondo effect, I believe, are affecting buyers’ choices. They want items that have long-lasting beauty and utility. Will this play into any forecasting?"

Dayna: Absolutely because everything that you just said ties in to two ideas. The first one is people wanting to be more sustainable. Reducing the additional items that really don't serve a purpose, and that ties along with the Marie Kondo effect. And second, nowadays people want to purchase things that have more quality over quantity. This is exactly why more and more shoppers are coming to Etsy, because they know that our seller community is creating incredible items that have incredible quality. These are items that will last for ages and also can often be considered heirloom pieces that are being passed down.

Isabella: The next question is from Oh Honey Child Co. Oh, I feel like I can answer this one. "As a new shop that opened this year, what should I look out for and expect for the Christmas season? When should I begin preparing for Christmas?"

Congrats on your first Christmas season! I think in this case we'd certainly encourage you to take a look at our trend guides and the Marketplace Insights reports to get to know the trends, get a feel for them, and learn about popular search terms. Think about how you might best appeal to Christmas shoppers from there. And then, how things go will really depend on what you're selling, the market you're in, and all of your marketing efforts. Feel free to reach out to other sellers about this in the Community Forums for tips. There are a lot of experienced sellers there who give really great advice.

The next question comes from Dearest Mine. That's a sweet shop name. They say, "Since I specialise in photo and art lockets, I'm always trying to brainstorm the newest trend and how I can incorporate that into my existing line without having to branch out into unknown territory."

Dayna: What I would say to you is to make sure that you're incorporating colours that are currently on trend. And then other ways that you can update this winning style that you have is to think about how something can potentially be personalised. Can you add a feature where someone can send in an old note or a concert ticket that can be cut into the size of the locket? Or is there any other way they can add a personalised touch?

And I want to say to all of you out there who are listening, don't allow trends to dictate how your shop runs. Rather, incorporate trends that can potentially enhance your item. I don't want you to chase trends just to chase them. Incorporate what works for you, what works for your shop, what works for the person you want to bring to your shop. And if it makes sense, then incorporate these things, but make sure that you're not chasing the trend.

Isabella: Right. Always think about who your target market is and how you can work it towards them.

Dayna: Exactly. Like I said, especially for this locket seller, colour is an easy way. And personalisation is an easy fix because it sounds like your product is already popular. So it's just a small addition and not completely revamping.

Isabella: I love the idea, like you said, of concert tickets or something like that. That’s very nostalgic. Our last question comes from Three Bred Ewes. "I'm wondering what’s trending in the dog world?"

Dayna: Oh, the dog world. Shout out to my little Paco at home. As you can tell just from my own personal tone, there are so many of us out there like that. Now more than ever, people are treating their fur babies like true members of their family. I know I feel that way about my dog at home, and this really comes to life during the Christmas season. I can tell you guys that I create a document that I send out only to our press contacts, and I have an entire section dedicated to this that I called, "Happy Pawlidays." And it is filled with items that can be personalised for your dog, your cat, your rabbit, whatever your fur baby at home may be.

In terms of trends for the dog world, anything goes. Anything creative and anything that’s going to bring a smile to the pet owner’s face. Yesterday I came across a shop that makes custom mid-century modern dog houses and it was just mind-blowing. And I was like, "OK. Yes, yes, yes, yes. I need to figure out what the dimensions are. I need to get this for Paco." I'm not the only person who thinks like that. So whatever you guys can dream up in your imagination as a great gift for a fur baby, I'm sure people will love.

Isabella: Oh, yeah, my pups all get stockings every year. They're spoiled.

Dayna: I make Paco special Christmas cookies. Why not?

Isabella: Those are all the questions we have for today. Thanks again to everyone who submitted in our Community Forums. Dayna, thank you so much for sitting down and talking with me.

Dayna: Absolutely. Thanks to everyone out there for listening and thanks again for the questions. I really appreciate it. I always love interacting with you guys and hearing your stories, and hopefully my trends are helping you develop some cool things.

Isabella: Before we sign off, is there anything else you want to promote, Dayna?

Dayna: Yes, lots of fun things. First thing is the Marketplace Insights report that you guys can check out at etsy.me/holidaytrends. My trend guides will continue to come out on the Etsy blog that you guys can check out if you want to see some of the things that I personally discover. Feel free to follow me on Instagram at @DaynaIsomJohnson. And oh yeah, you know that little TV show Making It? It's coming to you very soon. I can't give you exact dates just yet on Season 2, but it will come to you by the end of the year.

Learn more about Christmas 2019 trends in our latest Marketplace Insights report.