Seller Handbook

The following is a transcript of a podcast episode released in May 2021. 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.

Tess: Dayna Isom Johnson is our resident trend expert and today she’s here to talk about what’s coming up this summer. So, Dayna, with temperatures rising in a lot of places and the vaccine rollout underway, do you have a sense of how people will be shopping as things begin to open up a bit more?

Dayna: Yes, it feels like we’re doing a slow return to normal so there’s going to be a huge focus on the outdoors. Dressing up more. We’re going to have a more positive attitude. We’re excited. It’s time to get refreshed and energized. One of the biggest trends that I spoke about when we last chatted is a Norwegian concept called friluftsliv. It’s all about spending as much time outside as possible but also keeping the comforts of the indoors with you.

Tess: And on that note, let’s start with the outdoors. Tell me more about this focus on outside spaces and being outside.

Dayna: It’s all about creating a beautiful outdoor oasis because we’re starting to feel a little bit more comfortable with socializing right now. Everyone is going to want to make the most of their outdoor space, whether you have a patio, a stoop, a backyard—anything that’s going to help people savor that fresh air and sunshine. And, if you feel comfortable, potentially entertaining some guests as well.

This next one is about inviting bird life in. On Etsy, I’ve started to see these really cool DIY birdfeeders and bird houses because DIY kits are still on fire right now and people are still wanting to be very creative.

The other thing that I’m really loving is pallet furniture. For this one, I want you to imagine those big shipping platforms at major retailers or farm companies, where big box shipments come in. A lot of people are actually taking inspiration from those forms or creating a version of that themselves and turning it into beautiful furniture. So coffee tables, a platform for couches to put really comfy cushions on, garden loungers. I’m starting to see that bubble up.

Fire pits are also continuing to be on the rise. We talked about this a little bit at the end of last year. Patio umbrellas are continuing to rise in popularity because this is an item that can help shoppers really add their own personality to their outdoor space. In fact, I’m seeing a 324% increase in searches on Etsy for “outdoor umbrellas,” and that’s between July 2020 and December 2020 compared to the same time last year. So people are really wanting to make their backyard space or their outdoor space their own.

The other thing that I’m really liking is mud kitchens for kids. We saw last year that more than ever families are doing creative activities together and spending that time outdoors. So a mud kitchen is a separate space for a kid, kind of like those old school kitchen sets—I remember I used to have one as a kid—but this is a station for kids to express their creativity. Parents are really encouraging their children to create more and kind of take things back to how it was when we grew up, pre-technology.

Tess: The summer months are typically popular for weddings. What do you predict summer 2021 weddings will look like?

Dayna: I’m starting to see more and more articles about couples getting married or celebrating one-year anniversaries. So for anyone who did a small Zoom celebration last year, they’re looking to have that major celebration this year. Then there are those people who took their time and want to plan the wedding that they always dreamed about. As more people are getting vaccinated, the weather is getting warmer, and the restrictions are being eased in some areas, there will be more outdoor weddings. This is really sparking excitement for the return of weddings.

What’s different about this year is the size of the celebration. It’s going to be scaled down. But that means that the couple is able to put more attention on things like the favors. They’re going to want their guests to be more engaged. So you’re going to see items that are centered around safety. They’re going to want to look for items that are personalized because everyone is going to have that extra attention to detail with the smaller guest list.

Think about items like personalized hand sanitizers, coordinating masks that have a special hashtag. Something that’s really going to bring everything together and encourage excitement around having everyone all in one place, but of course, keeping safety top of mind. Some couples may even be looking for Mr. and Mrs. coordinating masks.

Now when I talked about that smaller guest list. We can title it a “micro-mony” because again, they’re scaling down and it’s a much smaller invite list. Instead, they’re blowing out the experience for this smaller list that’s just their friends and family. So because they’re having smaller celebrations, it’s a smaller guest list, and people want to be as safe as possible, a lot of couples are considering using their home as the venue. This is allowing them to have a very sentimental backdrop—their home—and to spend more time and attention to those special details throughout the ceremony.

So last year, at the height of the pandemic, we talked about “change-the-date” cards. Now that people are actually celebrating and having weddings, I’m starting to see “worth-the-wait” merchandise. This is really sweet because it’s allowing these couples to be happy and celebrate and say, you know what? This was worth the wait. They want to express that very special sentiment and their excitement to have their closest friends and family there.

The last trend for weddings is statement displays. So as I’m talking about scaling down in terms of the guest list and maybe even having this celebration at home, this opens the door for couples to spend more on things like a statement display. They’re wanting to blow out that backdrop whether it’s a neon sign or an over-the-top balloon arch. They’re really wanting to find something personalized, super-detailed, and an over-the-top experience for themselves and for their guests.

Tess: I imagine that as people are getting outside more, like you mentioned, they might be looking to refresh their out-of-the-house looks?

Dayna: Oh, yeah. Let’s start with accessories and jewelry. I love this first one because it’s so glamorous: Head scarves have been popping up. It’s also been very hot on social media. This is allowing shoppers to feel a little more glamorous and fashionable during this time. I think this is a wonderful opportunity for our vintage sellers to showcase a curation of beautiful silk scarves. Take yourself back in time. Think about those old Hollywood films where the convertible top is down, the scarf is blowing in the wind, and you’ve got those cat eye sunglasses on. I think shoppers are wanting to feel like they’re able to make a statement and just feel a little more jazzed up than they have for the past year.

The next thing is statement earrings. You know, we are progressing, and this is wonderful, but many of us are still learning and working from home. Above-the-keyboard looks are still relevant as we continue to progress so consider this: Squiggle shapes. Drop earrings, so think teardrop or long, linear shapes. Sizable studs for those who are not into being a maximalist with the full-size earrings. So that just means studs that are taking up a little more real estate on your ear.

And then this one is exciting: two-in-one earrings. So imagine if when you remove the post of an earrings, you’re actually removing the longer pieces of the earrings and allowing yourself to just wear a stud. This is really great for shoppers who want more versatility and I think that function and fashion are having a huge presence right now.

And then as we go outside and want to make more of a statement with our fashion, statement rings are really having a moment. One that is semi-new is the fidget ring. This is allowing people to have a meditative moment with their jewelry. For our sellers, you might do a double band ring and one of the rings spins over top of the second layer, or you might make something that you’re able to kind of move something back and forth. It’s allowing shoppers to have more fun with their jewelry.

The other ones that I love are statement rings that are over-the-top and taking up almost a full finger. Shoppers are embracing these maximalist rings right now as the newest statement-making pieces. We’ve seen searches for “chunky rings” are up 474%. Shoppers are really interested in this new style and very excited to get back into the world and show off their personal style.

And then the ‘90s and the early 2000s is back in a major way. And the focus is really on Y2K jewelry, so it’s an early 2000s resurgence. There’s been a 1,360% increase in searches for “smiley face jewelry.” That is a big alert for both vintage and handmade sellers. If that works for your shop, consider adding in smiley face jewelry because shoppers are loving it. And then when you think about other popular styles from that moment in time, daisy jewelry, mood jewelry, and butterfly jewelry are all rising in popularity.

Another thing that I’m loving that also comes from a little before the early 2000s is beaded jewelry. Camp jewelry started to rise last year and it’s still going strong. I think the summer months are really making it come back in a major way because it’s so colorful and fun.

Another one that’s been popping up is openwork bags. Think crocheted bags, knitted bags, anything that has open real estate for you to see through. I think what makes these bags super popular is that they’re multi-functional. Whether shoppers want to wear them as their purse or if they want to do quick grocery store runs or errand runs and they can use this and be sustainable with this reusable bag. We’ve seen a 33% increase in searches on Etsy for “crocheted bags.” So again, it’s starting to creep up. And that time frame is between July 2020 and December 2020 compared to the same time the previous years.

As we’re talking about how much of an influence the early 2000s, Y2K bags are having, this is proof in the pudding: There’s been a 1,970% increase in searches on Etsy for “Y2K bags” between July 2020 and December 2020. And, of course, every number that I share with you and our listeners, it's always compared to the same time the previous year.

So what does a Y2K bag even mean? How can I visualize that? One of the shapes that has consistently been rising are baguette bags. If you’re not familiar with a baguette bag, I want you to imagine either a long tote or a classic hobo bag, one of those bags that kind of dips down. Like if it was a shirt, it would look like a cowl neck and then a little longer. A baguette bag is basically if those two bags were shrunken down in half with a shorter strap. We’ve seen a 394% increase in searches on Etsy for these baguette bags. Again, that time frame is July 2020 to December 2020 compared to the same time last year. So that is specifically a shape that matches back to this return of the early 2000s and Y2K bags.

Tess: Ok, what about clothes? What’s been on the rise there?

Dayna: For clothes, it’s all about sunny shades and cheerful patterns because we’ve all been through such a tumultuous year. I think shoppers are looking for hues that bring happiness and cheer into their wardrobe and into their spaces. I think more than ever this is a huge crossover year for home and fashion and we’ll get to that later. But still going on fashion, smiley faces. Those smiley faces that we talked about in jewelry, you’ll also see it in fashion. Same for daisy prints. You’ll see the carryover.

Another thing that’s continuing to gain momentum is checkered print. What I like about this trend is that it’s not just one colorway. It’s pastels, it’s neons, it’s all different shades. And it’s allowing people to embrace the trend in whatever way works best for their personal style. So not only are we seeing these checkered prints but we’re also seeing other retro patterns like mushroom prints. This is another crossover between fashion and the home, which we'll get into a little more later.

And this one is my favorite: sunny sets. So matching sets. They’re so easy to toss on. It gives an instant boost of style to shoppers who are easing their way back into real clothes. Vintage sellers, I’m especially talking to you for this because there are so many incredible matching sets from past decades. I recently purchased a few myself.

The other thing making a major return from the '90s are those relaxed silhouettes. I don’t know if any of our listeners have been seeing this in the news but it is true: Skinny jeans are making an exit and we’re now seeing relaxed denim really making a breakthrough along with other more roomy styles and silhouettes. I think that it’s thanks to all of our time spent at home. Everyone just wants to ease back into “real” clothes.

This one is very interesting and functional: peek-a-boo details. And I think that these peek-a-boo details are because people are looking for vaccine-friendly clothing. It’s funny how things work out because cut-out, peek-a-boo details are also something that I wore when I was 15. It’s interesting that this is now coming back and also aligns with being functional for people to get their vaccine and not have to fully disrobe because they already have their shoulder exposed.

Tess: Moving on to the home, let’s talk about decor. What’s the latest there?

Dayna: I'm excited about this year's home decor because it's a lot of fresh and new things that we haven't seen before. The one thing that I'm loving are the new shapes and lines because for so long we've loved that mid-century modern look with those straight edges. But now these curved edges are entering, so a much more relaxed feel and I think that's because we're spending so much time at home that we want our spaces to feel relaxed and plush. I'm loving what I'm calling these "wiggly squiggly" lines. You'll see them in mirrors and ceramics. It's a really wonderful way to add a pop of personality to the home decor.

The other influences that I think are very strong this year are coming in from the 1970s. A lot of influences from nature, especially the mushroom lamp. When I say a mushroom lamp, I want you to literally picture a lamp that is in the shape of a mushroom. Now it may not go as far as having the dots painted on the top of the cap or anything like that but it's just taking inspiration from the organic shape. I've seen them so far, whether they're vintage or handmade, both in metal and ceramics. This is a great opportunity for vintage sellers to source these items from decades past.

The thing that I want you to keep in mind is, whether you're incorporating the wiggly squiggly lines, the curved lines, the mushroom lamp, influences from nature, or the '70s, more than ever shoppers are wanting to infuse their home decor with items that align with their personality and their personal style. It's much in the same way that people are thinking about their wardrobes. You want to accessorize to make your outfit pop and let it speak to who you are and how your personal style is reflected, and people want the same thing for their homes.

Tess: The next category is paper and party supplies. What trends are you noticing in that space?

Dayna: As social distancing continues to stay in place and we’ve seen some travel restrictions still top of mind for many of us, shoppers are looking for greeting cards to send their love from afar. It’s still a really wonderful, personal way to express your love. We’ve seen a 77% increase in searches on Etsy for greeting cards and that time frame again is July 2020 to December 2020 compared to the same time the previous year.

For people who are starting to feel a little more comfortable with celebrating outdoors, I think this is a really great opportunity for paper goods sellers to bring back invitations but with a focus on the outdoors. How can you incorporate outdoor themes into your design? I think this is another great opportunity for our party supply sellers to get in on single-use serving items. Also any type of backdrops. Everyone is excited to get back outside and have a safe return to celebrations.

Tess: Now it’s time for our lightning round. This is the segment where we collect questions from our listeners in the Forums and on the Etsy Success social channels. The first question is from RosemaryAbby: “What colors and themes are buyers interested in for summer?”

Dayna: Our Etsy color of the year, sky blue, continues to be a fan favorite. As I mentioned before, mushrooms have entered as a very popular theme for home decor and fashion. And I want to point out that I think that this stems from cottagecore which was a previous trend that I had started talking about a little bit last year. It’s all based around shoppers wanting to incorporate hints of nature into every aspect of their life.

Tess: The next question is from TreeCorpseInk: “I make paper notebooks, staple and wire bound. I’ve heard a lot of people are intimidated by blank journals. If guided journals are in, what are the hot topics that people are wanting right now?”

Dayna: Gratitude journals are a really wonderful option for you to consider because as people have reflections of this past year, this is a great moment to give guidance and allow people to express themselves through gratitude journals. It’s all a part of the self-care movement that’s just blowing up. Celestial themes like moon phases are also very popular. And then, of course, personalized journals. It’s one of the reasons that so many people come to us. They want that personalization.

Tess: Next up is DesDesVintage, who says, “Can you say something about the sort of vintage antiques and collectibles that sell on Etsy more broadly? Are the vintage trends worldwide and/or the same everywhere?”

Dayna: What’s very interesting about this particular time in shopping is that we’re faced with several decades rising in popularity right now. There are influences from the ‘60s, the ‘70s, and, of course, you heard me talk about the ‘90s and the early 2000s. I think it’s important to remember that all of the data that I ever share whether it’s here with Tess or in other places that I’m sharing this information like in trend guides, it’s all global data and it’s all captured in real time. So everything that you’re seeing is based on what shoppers are engaging with across the world.

I think the other really interesting thing about vintage is that more than ever, shoppers are very interested in vintage for several reasons. The first is, of course, because they want to find that sometimes one-of-a-kind, truly unique item. The other portion of it is that so many people are wanting to be conscious shoppers right now. When you shop vintage, you’re choosing a more sustainable option because you’re not adding more waste into the planet.

So I think that’s why we’re starting to see even more shoppers dig into vintage shopping. And I think as we continue to see weddings ramp up again as we ease back into what we remember as normalcy, this is sparking interest in vintage jewelry for engagements because people are wanting to take that step.

Tess: MulberryLoom says, “I’d like to know what kind of blanket color or prints people will love to buy this year. What about tie-dye and pastel?”

Dayna: I’m going to plug sky blue one more time because people, like I said, are continuing to love that color and here’s why. Because again, people are wanting to incorporate snippets of nature and snippets of positivity and colors that bring that happiness and some type of serenity and joy. And sky blue is a great example of that.

The other thing that I’d love for you to keep in mind, MulberryLoom, is checkered print. Checkered print blankets specifically, in all different types of tones whether pastel or bright and bold, they’re on the rise. We saw a 182% increase in searches for “checkered blankets” so keep that in mind.

Another one that I want you to think about is natural dyes because this also continues to be popular. Dyes like turmeric, indigo, pomegranate, avocado seeds. All of these ingredients that are now being used for natural dying people are loving because they know the exact source of the dye. And as for your question about tie-dye: It’s not over yet. It’s still going strong.

Tess: RullaPulla asks, “Are there any COVID-related trends that may continue into the summer?

Dayna: Yes, especially for weddings because people are wanting to, of course, put safety first. Like I said before, those items like personalized hand sanitizers and personalized masks are definitely going to continue through as we start ramping celebrations back up.

The other thing that was extremely popular last year that still continues to be popular right now are DIY kits, like baking kits, embroidery kits, and paint-by-numbers kits. All those things that kids can work in their little mud kitchen spaces that we talked about before. Creativity is still top of mind and people are still wanting to learn new skills.

Tess: ValinMalin asks, “I’d like to learn more about Etsy trends in digital items, like clip art and digital paper.”

Dayna: As some people continue to work from home or remote learn, these are great options because you know, you still want to jazz up your background. The other thing to consider is that we’re in the middle of spring cleaning and refreshes. Especially right now, as we’ve been inside for so long in our same spaces so we want to refresh. This is a great opportunity for you to do printable art. Digital art that can easily be printed at home.

Greeting cards are great because, like I was just telling you, those are still very popular right now. So turn that into something printable. Also printable calendars or schedules. All of these things that can be printed at home that are used for ease and functionality with where we are right now.

Tess: HasenNasen asks, “What are some children’s birthday celebration trends?”

Dayna: As the weather gets warmer, shoppers are getting more comfortable with celebrating outdoors. We’re back again to that term that I was talking about earlier: friluftsliv. Consider trying these things out in your shop: Balloon arches, pom-pom garlands, and, of course, creative Zoom backdrops for those people who aren’t ready to celebrate just yet and want to continue celebrating virtually. Consider focusing on how you can embrace outdoors celebrations within your shop.

Tess: GingerUnicornArtByKirsten says, “I’d like to know what the forecast is for trends in wall decoration, and especially if handmade paintings are part of that and in what style.”

Dayna: More than ever, shoppers really want to find artwork that expresses their personal style. I’d suggest that you hone in on your specific artistic eye. And then if you want to channel in those popular colors and themes, here’s what I would suggest that’s been on the rise. Sky blue, of course. Whimsical prints that nod to nature, because shoppers want to make sure that the outdoors are also reflected inside because we’ve spent so much time indoors. And then poppy colors that excite someone in their space.

Again, I think the thing to keep in mind here is that shoppers are really wanting to make sure that their home, first, is an expression of their personal style, second, that it’s a happy and joyful place, and third, that they want to spend time in there. It’s time to amp up this space and fill it with joy and happiness.

Tess: The last question is from GazelleEmbroidery, who wants to know about trends with machine embroidery. What can you tell us about that?

Dayna: Embroidery is having such a moment right now. We’ve especially seen this in kits. So remember I was talking about kits earlier? I think this is a great opportunity for vintage sellers to shine because there are so many incredible embroidery kits from past decades.

And even think about how you can turn embroidery into wall art, how you can personalize it, or how you could put it on clothing. It’s funny that this question came up because I’m actually refreshing my space right now and I was just looking on Etsy because I want to find an embroidered tapestry that I can hang in my living room. So I think it’s an opportunity for people to really let their unique style shine through.