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Etsy Announces Plans for Sitewide Holiday Promotion


Etsy logoEtsy will run a big site-wide sale to attract holiday shoppers, CEO Josh Silverman announced on Monday during a call with Wall Street analysts. This will be the second site-wide sale after introducing new tools that let sellers opt-in to such promotions.

UPDATE 11/8/17: Etsy announced the sale will kick off on November 20th.

The first such sale kicked off in late August to coincide with the Labor Day holiday. Silverman shared a slide that showed a significant boost in sales for participating sellers – and it showed even sellers who did not participate saw a bump in sales thanks to incremental traffic attributable to the sale.

The Labor Day sale let sellers opt in to the sale, and shoppers were able to search and filter items on a special Labor Day Sale landing page that was available for 5 days. Etsy drove traffic to the page through marketing emails, site banners, social media, and through the Etsy homepage. Silverman didn’t indicate when the holiday shopping event would take place or its duration.

The CEO is clearly pinning his hopes on sellers offering discounted prices and free shipping, and it seems Etsy will do everything it can to promote such listings. He said holiday shoppers believe they are overpaying if items aren’t on sale. And Etsy’s Chief Financial Office noted, “we can curate items with free shipping.”

Silverman revealed that Etsy had also run a subsequent 3-day email promotion designed to build retention. It rewarded buyers with gift cards after they made a qualifying purchase. The promotion runs for 90 days, and as of last Friday (November 3), over 50% of participating buyers have returned to the site and bought another item thanks to the promotion.

“Sales and promotions are a time-tested way to drive customer engagement, retention, and overall excitement,” the CEO said.

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Ina Steiner
Ina Steiner
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). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.

3 thoughts on “Etsy Announces Plans for Sitewide Holiday Promotion”

  1. HOGWASH!!!!! CEO Says:”He said holiday shoppers believe they are overpaying if items aren’t on sale.”
    I have been selling for over 5+ years and have never, ever once had a buyer complain my price on my items were to high and on top of that, asked for Free Shipping. BS!!!!!!! – “CEO JOSH”, thinks he knows everything and this is the way to go and now your gonna promote sellers that offer it, BS!!!!!!! He needs to learn a few things, he thinks he knows it all.
    #1, Sellers want Quality Items, Hand made Items and Antiques, if they find those items on Etsy they WILL pay for the item and Shipping!!, #2, ETSY is cutting corners so their is more profit in their pockets, point blank,, end of story!!! This makes me so mad!!!!!!! He is a typical, Money Hungry Ass. Etsy has become another EBAY and it makes me sick, How much money is enough for these “Big” Companies, Seriously!!! Come on, YOU NEED TO PROMOTE EVERYONE, WE ALL WORK HARD AND DESERVE THE SAME EQUAL PERKS, YOU FREAKIN IDIOT!!!!!!! If Sellers know how to charge reasonable rates for shipping, then they wouldnt need to give it free shipping, cut it in half is an option so you are not cutting your profit, to give free shipping, educate themselves on all the options USPS offers in boxes. Just because “JOSH” bought belt that the seller charged $10.00 to ship several months back, does not mean we all are stupid., clearly that seller did not know what they were doing, I could of shipped that belt for $3.00 and change……………..go after those sellers, do not put ME or anyone else in the “Stupid” category. AND START PROMOTING US BACK ON GOGGLE, Cheapstakes, use some of that money were making for you, to promote us. I think ETSY forgets “WE” the sellers made them Rich, no one else, but us sellers………if it weren’t for us, the sellers, their would be not Etsy.

  2. ALSO, “Big, Huge Companies, that make Huge profits can offer Free Shipping, most of us are stay at home moms and pops, trying to live the dream. We can’t off Free Shipping, like Macys, Walmart, etc. cac….what is wrong with you???

  3. Total Crap. Etsy isn’t promoting the sellers, they’re asking sellers to once again take the financial burden of diving to the bottom of the price barrel. Works great for resellers, not so great for sellers who still honor the handmade ethos that Etsy continues to use as a promotional point but ignores when it comes to flooding the site with manufactured garbage.

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