Seller Handbook

The following is a transcript of a podcast episode released in April 2022. 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.

Isabella: Hi Dayna! Welcome back to the podcast. Always great to have you share the latest and greatest trends with the Etsy seller community directly.

Dayna: Thanks, Isabella. You know I always love talking with you.

Isabella: For anyone tuning in for the first time, I’m the community education manager here at Etsy. You may have seen me before, maybe in the Forums or working on programs for Etsy Teams. I also work with our partners across product and marketing to create educational content, making sure sellers have the tools they need to be successful on Etsy.

Dayna: And in my role at Etsy, I’m responsible for unearthing the latest, coolest designs that the incredible creative community of Etsy sellers creates. I work with the analytics and merchandising teams to see what shoppers are searching for in real-time, and then I share that information with media outlets.

Isabella: So spring has sprung and sellers are transitioning their shops from that post-holiday moment and getting ready for the spring and summer selling season. I’m super excited to hear about the big themes coming up and how sellers might incorporate these trends into their shops.

Dayna: Yes, I’m so excited to go there. We’re also doing a cool new thing in this episode: a trend critique segment!

Isabella: Right! Sellers submitted their shops for the opportunity to get a trend critique on today’s episode. But first, let’s talk about some cross-category trends.

Dayna: All right, the first one is biophilia. And what that means is that you’re seeking a connection to nature. I’ve talked about this before for the last couple of seasons but it continues to gain momentum. It’s about bringing the outdoors in and the comforts of the indoors outside, so bringing nature into every aspect of design.

The next one is elevated basics, so it’s all about leveling up the basics. Shoppers want items with personalities. As creatives, how can you all create items with even more personality? For example, can a basic salt and pepper shaker be leveled up with hand painted artwork? Or for jewelry, can you add several colors or shapes that make a pair of earrings pop? If you make dog beds, can you source fun fabrics in different colorways? Really putting personality at the forefront.

Next, let’s talk about florals and garden parties. Florals are a mainstay for spring, especially this season because shoppers are craving color. Which brings me to the next trend, which is color, color, and more color! Pour it on in every category, from home to fashion to weddings. Don’t be afraid to incorporate bold colors in what you’re making.

The next trend is over-the-top textures. This is actually one of my favorites because we haven’t been able to touch almost anything in the last three years. Now the time is calling for home decor with added texture to encourage touch. Again, this applies across all categories. For fashion, maybe think about tassels, or for art, think about embroidery. Consider 3D art. 3D art is actually starting to pick up a lot of steam, as well as tufted wall art and boucle chairs. I’m talking about fuzzy, poofy, round chairs, with all the extra texture.

Isabella: Yes, I love the idea of mixing textures together. And if you don’t have the ability to mix up the textures within your actual inventory, playing with textures in your product photography can give your photos a more interesting, more editorial look. Try not to go overboard with it but just a little idea for someone who maybe isn’t able to incorporate that trend directly into their inventory.

Dayna: Such a good point. OK, the next trend is grown-up gradients. In the past, you’ve heard us talk a lot about tie-dye. As trends always evolve, I believe that this is an evolution of tie-dye. I’m thinking that gradients and ombre colorways are like tie-dye’s more sophisticated and grown-up sisters. This is a great example of how trends can re-emerge and take on a new look, because now when we’re seeing ombre come back, we’re seeing it in pastel or jewel tones. I think this is a great trend for sellers in every category.

Next I want to talk about statement mirrors. This is where fashion meets function. Whether it’s a floor-length mirror, a tabletop mirror, or even within jewelry, I would love for sellers to embrace those unique shapes, and those curves that we’ve talked about before.

Isabella: Sounds like there are a lot of opportunities for sellers in terms of exploring these trends. Can you talk a little bit about the trends specific to some of the occasions that are on the horizon?

Dayna: Yes! First, we have Mother’s Day coming up in the US. We already saw it in the UK in March, but for sellers focused on Mother’s Day in the US: clasped hands. Again, we’re craving touch, especially with the motherly figures in our life. This is a great representation of the love that you share with those special maternal people in your life, and it’s what shoppers are looking for.

Isabella: I love that. So you’re thinking sellers can put that look of clasped hands into their art or their jewelry or clothing?

Dayna: Sure, all of the above! I think a few examples would be, like you said, the clasped hands imagery. It could also be shown in necklace pendants or perhaps two hands coming together to form a ring.

Next up for Mother’s Day is youthful designs. This is about capturing those loving moments from children, so taking drawings that kids have made and turning it into jewelry or pillows or even framed in a beautiful way to create eye-catching wall art. So how can the seller community express to shoppers, “Hey look, I can transform your children’s art into something amazing!”?

After Mother’s Day, we have Father’s Day. For Father’s Day, think about new hobbies that are done together because togetherness is top of mind right now. Consider offering experiences that people can do together, where the emphasis is on learning and making together. And when you’re building that out, consider natural materials. This links back to that biophilia trend that I spoke about earlier. Bring nature in with natural materials.

Next, we have weddings. So for wedding gifting, it’s about ultra-personalized items. Think about custom illustrations or cutting boards that can be passed down for generations. People are wanting to gift things that matter, that carry thoughtfulness.

When considering the planning aspect of weddings, get playful with loads of color. Explosions of color. That’s what shoppers are searching for. And then the last trend for weddings right now: Regencycore. This is about embracing opulence, feminine details, and being very regal. This is all thanks to several recent TV shows inspired by the 19th century. This trend is taking over in weddings and in fashion: Lace gloves, corset tops, pearl headbands, candelabras, pastel colors. Opulent, opulent, opulent.

Isabella: OK, now the moment we’ve all been waiting for: It’s time to get into our trend critiques. We’ll link to all of the shops that we’re talking about in the episode description so folks can follow along. And one quick note: Keep in mind that these critiques are meant to be a resource for you to consider when building out your own business strategies and thinking about trends.

Our first shop is Zeyn NY. They make leather and waxed canvas bags. They also have planters and a few other accessories. What do you think, Dayna?

Dayna: I love that they’re offering sustainable materials like canvas because, as I’ve spoken about before, sustainability is top of mind for a lot of shoppers right now. I’ve been talking about how popular prints and textures are right now, so I think it’s a great opportunity for this seller to incorporate other prints. They have one item that has a super cute print, but can they potentially add more prints or textures to be a little bit more unique and stand out for the maximalist shoppers?

Isabella: I love their marble backgrounds too. Marble is a trending material and pattern for 2022 so I think it’s nice that they’re thinking, not just about their items, but also about the way they’re presenting items.

Our next shop is Painting the Sky Kingdm and they make watercolor paintings. With their submission, they shared a little background that I’ll read just so everyone has the full picture. They say, “I have indeed researched the Danish pastel trend and the use of periwinkle and emerald (and using tags with those colors when they’re a large part of the painting). Spring is the perfect time for pastels. I have made quite a few paintings with softer pastels and aesthetics and I’ve been working on simplifying some of my paintings and being more minimal in some.”

It sounds like they’re well on their way in terms of trends. I love the mix of realism and surrealism in their paintings. That’s so fun and unique, especially when it comes to color. There are subjects with pink hair, and blue hair too. Really makes me want to dye my hair blue again. These more non-traditional looks are very trendy right now so I love that they’re incorporating them into these realistic landscapes and portrait paintings.

Dayna: I think this shop is absolutely gorgeous. Kudos to this seller for diving straight in and doing your homework in terms of what works best for you and your style. I think you do an incredible job of expressing personality so that many different potential shoppers can see themselves in your work.

To me, these pastels link back to the Regencycore trend. So many people are wanting to transform their homes to have a little slice of that opulence of Regencycore. The only other thing I did notice was that the seller is listing out words a bit in the item listing titles. What do you think, Isabella? This is more in your wheelhouse.

Isabella: That’s a good point. With keywords, you want your titles to be concise and include the most important phrases when it comes to your item. Your tags are a great spot for those additional keywords that may be relevant or helpful as someone is searching. For example, tags are a good spot to add in a trending color that may be relevant like emerald green.

Next up is The Root Folks which is a shop that sells ceramic kitchen and home goods. When I take a look at this shop, my first thought is that this feels like a really great opportunity for bundles. We know that sets are doing really well right now. Dayna, you’ve talked about how popular bundles are with shoppers right now too.

I also like that they’re experimenting with prints and textures, going back to what you were saying about maximalism. Maybe leaning into that a bit more could be helpful. What do you think?

Dayna: First off, well done. What a beautiful shop. I agree with you, Isabella, about adding more texture and playing with color. And to your point about bundles, this is a great takeaway. As people start getting more comfortable with entertaining and wanting to show off their homes, bundles would be a good opportunity for a shopper to get everything they need for entertaining, all in one set.

Isabella: And I see in recent reviews and sales that some of what’s selling are the items that have prints or florals or different spring themes and motifs. You mentioned before how florals are having a big moment, so maybe leaning into that more too.

Let’s move on to our next shop. We have Ebe Co, which is a shop that offers wooden home goods. It seems like there’s an opportunity here to take photos and styling to the next level.

Dayna: Yes, I agree about the styling. I’ve chatted about color and color and more color. I think this is an opportunity for this seller to test colors here and merchandise their shop in a way that shows off items by color and is a bit more visually pleasing. So perhaps that means less cut-out photos and more styled imagery.

Isabella: Yeah, home decor is having such a moment right now. I think showing off your pieces in a way that highlights the fact that they are pieces of decor versus the solid white backgrounds could be a nice opportunity.

Our next shop is Louise Fulton Studio. This is a shop that sells ceramic sculptures and artwork. With Louise’s submission, they said, “Would love to know if wall decor items are selling in periwinkle and emerald this year. Do people use them first as wall paint colors, furnishings, etcetera, and then buy objects in those colors?”

I love that this seller is trying to think about the order of operations. What do you think, Dayna?

Dayna: Wall decor items are absolutely beginning to spike because shoppers are looking to update their home decor. We know that emerald green searches continue to rise. Emerald green items are up 64% in searches on Etsy in the last three months, and emerald green decor is up 60% in the last three months compared to the previous year.

In terms of the order in which folks choose wall paint and furnishings versus objects in that color, it’s totally a personal preference. What I can say is that, in general, color infusion into the home is becoming increasingly popular and we see by the data that people are interested specifically in emerald green items.

Isabella: That’s a great stat. Let’s get into a critique of Louise’s shop now.

Dayna: You got it. What I really love is the creativity and the uniqueness of your shop, Louise. I would say you can perhaps add more diverse groups of skin tones and play with shapes here. Because people are wanting to identify with the products that they are purchasing, and we know that curves are here to stay for a while.

The size of your pieces remind me of light switch covers, which could fall into another huge trend right now: functional art. Is there a way for you to incorporate that into the design and make it so that fashion meets function?

Isabella: Wow, I love the idea of doing light switch covers. And yes, back to what you were saying about shapes: I see a lot of squares and rectangles, so maybe think about incorporating some blobs, curves, or rounder shapes because we know that style resonates with buyers right now. All things abstract are having a moment so it could be worth experimenting with.

Our next shop is B’s Cozy Cottage Crafts. This seller makes home goods and decor, as well as crochet items. I think this seller is doing a great job. It might be a thing where styling the photos differently could help the shop align with trends a little bit more. Because these products are great, but I think framing them a little differently could attract a different group of buyers. For example, folks who are really into setting the scene or creating a mood.

Dayna: Yes, tablescaping is so huge right now. Use this to your benefit, especially when styling your photos. Try building out a full scene, and maybe including a charcuterie board.

And there’s a new word that’s popping up all over the media waves: trayscaping. It’s a new trend on the rise that focuses on building out trays with beautiful snacks. This is your opportunity, B’s Cozy Cottage Crafts, to build out that scene and allow your trivets and table runners to be the star of the show.

Isabella: Our next shop is Oz Glass Art which is a stained glass art shop. I see blueberry and mushroom imagery in their items. What about experimenting with other food items? I know there are a couple that are on the horizon right now as far as trending food motifs go. Can you fill us in there, Dayna?

Dayna: Yes, there are a few food-related trends that are popping up. We’re continuing to see interest in mushrooms, and now there’s also growing interest in strawberries and fried egg motifs. So not only could you try those, but I also suggest specific prints and floral prints like daisy designs because those are very popular right now for the ‘90s and the Y2K trends that are re-emerging. Or even prints like checkerboard, which still remains popular. Also the beauty of stained glass to me is when the light captures the colors, so I would suggest that this seller include photos that show off the product in the window.

Isabella: Pink Nose Vintage Ltd is our last critique for today, and they offer vintage home decor and clothing. What are your thoughts here, Dayna?

Dayna: For this shop, I would suggest pushing the fancy tableware up front because, again, tablescaping is huge right now. Try to set the scene with the tableware. Allow customers to envision how they can bring this to life for their entertainment purposes. Especially for your vintage pieces of dinnerware that feature floral prints, geometric designs, and the brightly-colored pieces. These items are heavily coveted right now. Bring them to the front.

Isabella: Maybe you can also try sourcing more Y2K and ‘90s pieces. And then when photographing them, consider styling the outfits and images in a way that really celebrates these decades.

That’s it for our trends talk today. Thank you so much for being here, Dayna. I’m excited that we got to do this new segment together.

Dayna: Me too. Thanks again for having me!