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EcommerceBytes-NewsFlash, Number 2938 - November 19, 2012 - ISSN 1539-5065    4 of 5

Etsy Optimistic as It Opens Real-Life Holiday Shop

By Ina Steiner
November 19, 2012

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Etsy is launching its first-ever Etsy Holiday Shop in New York City to raise awareness of the online marketplace in the offline retail environment. The shop is designed to introduce holiday shoppers to hundreds of Etsy sellers, showcase gift selections from well-known curators, and raise awareness of the one-of-a-kind treasures to be found on Etsy.

The Etsy Holiday Shop will be located in SoHo - "next door to Dior, down the street from the Apple Store, with furniture boutiques and coffee shops nearby" - and will be open from November 29 through December 8, 2012.

Etsy's CEO Chad Dickerson told users about the shop and other holiday marketing initiatives, which include a multi-million-dollar online advertising campaign that includes search, display, and video advertising.

"Whether it's the Etsy Holiday Shop in SoHo or Etsy-sponsored ads online, we want shoppers to know that they don't have to buy the same old gifts this year," Dickerson wrote. "Etsy sellers offer a better choice. And with Etsy Gift Cards, we are expecting more people to learn about Etsy from their friends and family, creating new Etsy fans in 2013."

He also said he was optimistic that the marketplace was entering what would surely be the most successful holiday season in Etsy history. "Last year, the Etsy community blew away all past records, with Cyber Monday sales increasing by more than 80 percent over the prior year and growth rates for the entire month of December exceeding the prior year's for the first time in Etsy's history."

Etsy rival eBay has opened pop-up stores in New York in the past, and eBay is featuring toy inventory from Toys R Us in this year's pop-up store.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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