Etsy Success: Stocking Up for the Holidays

marymary

Story by marymary

Published on Sept 15, 2011 in Seller Handbook

Photo by namolio

It’s September, which means the busy (read: crazy) holiday season will soon be upon us. We’ve put together some tips to help you stock your shop for the holidays. We’ll let you know the items that shoppers are looking for and how to merchandise your existing products to make them appealing to holiday shoppers. We’ll also share a timeline with important dates to target.

Stocking up early and optimizing your item listings for the holidays will not only help shoppers find what they are looking for, but will help Etsy staff and media outlets find your items for holiday gift stories. Okay, let’s get started!

1. Tweak your existing listings to appeal to holiday shoppers.
Think about marketing the products you currently offer as gifts in a way that offers solutions for busy shoppers. Generally speaking, shoppers are looking for gifts by type, price, and recipient (and combinations of the three). Now, what do we mean by solutions? Simply put, shoppers are looking for gifts, and it’s your job to demonstrate how this item is the perfect gift for their recipient.

Other solutions that shoppers may be interested in are those that help them save money (Can they save on shipping by buying a few of your items? Will this decor item look great even after the holidays?) and time (Does the item come gift wrapped and can you send it directly to their recipient?). Put important keywords that target recipients in your titles and tags, and make sure your description and photos highlight gifting ideas.

Be sure to read the merchandising articles each month for a heads-up on trends and promotions that you can be a part of!

Gifts by Type: Help shoppers understand how your line of products fits into their gift list by describing the types of categories they’re looking for. Major shopping categories typically fit into one of the groupings below:

  • Decor & Entertaining: The holidays are prime-time for entertaining, and decor and entertaining-related purchases are a popular choice for gifts. Make sure to get these in your shop early, as decor shopping will begin soon! Would your item make a great hostess gift for holiday parties or contribution for the office Secret Santa pool? Highlight this in your description.
  • Gadgets & Games: This is an important and popular category that we’d love to see more Etsy sellers get into. Don’t forget those cases and accessories for gadgets; they make a great accompaniment to the tech gifts which many will receive.
  • Useful & Utilitarian: With the state of the current economy, gifts that are useful are always welcome. If you sell bath soaps, what about adding laundry or cleaning soap in nice fragrances?
  • Personalization: Personalized gifts are a perennial holiday favorite. Are you able to add an embroidered, stamped, or printed initial or name to your existing items? Providing a font or color chart makes it easy for your buyer to choose from the options you offer. Be sure to use keywords like “personalized,” “custom,” “name,” and “initial” where appropriate!
  • Keepsakes: Is this a well-made item that’s likely to be passed down from generation to generation? Mention that!
  • Novelty & Stocking Stuffers
  • Favors & Thank Yous: If you have small, inexpensive items, consider selling them as a bundle for a slightly reduced price as party favors, or as an idea for unexpected gift recipients.

Gifts by Price: Shoppers usually have price buckets in mind when shopping for holiday gifts. Having a range of prices in your shop will help you reach several targets. Help them meet their budgeting goals by grouping your products into popular buckets:

  • Under $25
  • Under $50
  • Under $75
  • Under $100
  • Noteworthy & Luxury Gifts

Gifts by Recipient: Help shoppers check off everyone on their list by describing the type of person (or groups of people) your item would make a great gift for and why. The majority of gift recipients fit into one of the categories below:

  • Men: Don’t forget about the men! Men’s gifts are always in high demand. If you have products that could be for men, or could be made to be for men, consider marketing to this underserved segment. Be sure to use keywords like “men,” “man,” and “guys.”
  • Women
  • Parents
  • Grandparents
  • Teens: Many items geared toward young adults would also be great for teens. Use “teen” and “teenager” as keywords, when appropriate.
  • Children: Many shoppers have noted that there are lots of great toys and clothes on Etsy for babies and toddlers, but fewer things for older children. If have a few great ideas for older kids, go for it! And don’t forget about the boys! Shoppers tell us that they have a hard time finding great gifts for boys on Etsy. We just conducted a highly scientific survey (um, searching for “girl” and “boy” on Etsy) and found about three times as many girls’ items! Since boys make up about half of the kiddie population, that means there is a need for boys’ items. Will you answer the call?
  • Babies: Once more, say it with me now: Don’t forget the boys!
  • Hostesses, Coworkers & Bosses
  • Extended Family, Friends & Acquaintances
  • Workforce: If your items would make great gifts for teachers, postal workers, babysitters and others, be sure to let shoppers know!
21" upcycled book page wreath - hand rolled paper roses

HelloMrsBrown

21" upcycled book page wreath - hand rolled paper roses

2. Holiday Product Trends: Take advantage of holiday gift trends by putting your creative lens and unique spin on ideas that resonate with your line or collection.

Classic Holiday Trends:

  • Cards & Calendars: These are continually at the top of shopping lists. Items that incorporate popular themes sell especially well.
  • Gadget Cases & Accessories: Many will get computers and smartphones as gifts this year, and cases for these are popular gifts.
  • Winter Fashion Accessories
  • Stocking Stuffers
  • Jewelry
  • Edibles: Everyone appreciates an edible gift. Be sure to list all ingredients in case of allergies. Consider a bundled gift package of, say, 5 or 10 of your top seller, individually wrapped, so your buyer can have beautiful gifts on hand for the aforementioned teachers, coworkers, babysitters and postal workers.
  • DIY Kits: Kits that are meant to be purchased as a gift are popular, as well as patterns and other tutorials that the buyer can use to make gifts for those on their list.
  • Gift Wrap: Offering gift wrap and having beautiful, gift-ready packaging is a great way to draw in shoppers. If your item comes with pretty packaging, consider showing the packaging in the first photo to attract shoppers. Be sure to read the Etsy rules about selling gift wrap and see the Seller Handbook for holiday packaging ideas.
  • Gag Gifts

2011 Holiday Trend Forecast:

  • DIY kits
  • Feathers
  • Personalization
  • Chalkboard surfaces
  • Local & DIY edibles
  • Classic cocktails, kits, home brewing systems
  • Wine carriers, cases, and accessories
  • Gadget cases & accessories
  • Vintage & Polaroid cameras
  • Typography & industrial signage
  • Woodland Imagery: animals, nature, colors
  • Bike Accessories: baskets, caddies, creative add-ons
  • Parent/child matching sets (clothing & accessories like aprons, ties, dresses, etc.)
  • Cards: Holiday greetings, personalized stationery, and thank you sets
  • Calendars: Wall, desk, advent
2012 Calendar Tea Towel DIY Embroidery Kit

curiousdoodles

2012 Calendar Tea Towel DIY Embroidery Kit

3. Dates & Strategy
Once you have your line of products well stocked and marketed in a way that resonates with shoppers, it’s time to get a game plan for targeting each of the key shopping holidays. Find a list of the major shopping and sale holiday dates below, broken down with prep plans by month.

Key Holiday Target Dates:
October 31: Halloween
November 24: Thanksgiving
November 25: Black Friday (Sales)
November 28: Cyber Monday (Sales)
December 20-28: Hanukkah
December 25: Christmas
December 26: Boxing Day (Sales)
December 26 – January 1: Kwanzaa
December 31: New Year’s Eve

Advent Calendar, Ticking Stripe Drawstring Bags

thewashroom

Advent Calendar, Ticking Stripe Drawstring Bags

September

  • Holiday Plan: Halloween & Thanksgiving
  • Popular Themes: Entertaining & decor, costuming, fall fashion, early holiday shopping and sales.

October

  • October 10: Thanksgiving Day, Canada
  • Holiday Plan: Halloween & Thanksgiving
  • Popular Themes: Entertaining & decor, costuming, early holiday shopping and sales.

November

  • November 24: Thanksgiving
  • November 25: Black Friday
  • November 28: Cyber Monday
  • Black Friday and Cyber Monday are recognized shopping holidays for the best sales and promotions of the year. They typically “officially” kick off the holiday shopping rush through the first three weeks of December.
  • Holiday Plan: Thanksgiving, Black Friday, Cyber Monday, Hanukkah, Christmas
  • Popular Themes: Entertaining & decor, personalized options, heavy holiday shopping and sales.
  • Extend Shipping Deadlines: Offer priority and expedited options for Thanksgiving arrivals.

December

  • December 20-28: Hanukkah
  • December 25: Christmas Day
  • December 26: Boxing Day
  • December 26 – January 1: Kwanzaa
  • December 31: New Year’s Eve
  • Holiday Plan: Hanukkah, Christmas, Kwanzaa, New Year’s Eve
  • Popular Themes: Heavy holiday shopping, last minute shopping, sales.
  • Extend Shipping Deadlines: Offer priority and expedited options for Hanukkah gifts and Christmas gifts.

January

  • Take a deep breath, then refocus to optimize for the new year and Valentine’s themes.
  • Holiday Plan: New Year’s resolutions, Valentine’s Day
  • Popular Themes: Calendars, new beginnings, valentines.
  • Extend Shipping Deadlines: Offer priority and expedited options for Valentine’s gifts.

Now that you’re thinking in terms of marketing your shop towards holiday shoppers and keeping key deadlines in mind, you’re well on your way to a successful holiday season. We’d love to hear what strategies you already have in place for the holiday season and your tips on what worked well for you last holiday season.

More Holiday Tips | Seller Handbook

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