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Etsy Counts on Mother’s Day for Sales Boost

Etsy Counts on Mother's Day for Sales Boost

Mother’s Day may be the “mother of all mail days,” according to fictional postal carrier Newman of tv sitcom Seinfeld, but it’s also arguably the “mother of all shopping holidays” for online marketplace Etsy.

Executives have openly discussed the fact that many shoppers think of Etsy only for special occasions, and it’s trying to get them to think of its marketplace for more “purchase occasions.” But that doesn’t stop the company from taking advantage of traditional gifting occasions when they come along.

Etsy has been promoting its marketplace as a source of Mother’s Day gifts in marketing emails and social media posts. It didn’t share details of its Mother’s Day marketing campaign, but its strategy includes engaging sellers to help.

This week, Etsy encouraged sellers to march over to their social networking accounts and promote their Etsy store to attract Mother’s Day shoppers.

As it did for Valentine’s Day, Etsy created hashtags and graphics sellers could use when posting on social media, and it opened a thread on its discussion board where sellers could publish a link from Instagram, Facebook, Pinterest, or TikTok where they promoted an Etsy Mother’s Day gift.

Etsy also asked sellers to update their social media profiles to include a link to their Etsy Shop – “It’s a quick and easy way for people who discover your items on social media to find your shop.”

This year, Etsy got kudos on social media for giving customers a chance to opt out of receiving Mother’s Day marketing emails. In mid-March, Etsy sent the following message to customers:

“We understand that Mother’s Day can be a difficult time for some. If you’d rather not receive emails from us about Mother’s Day this year, let us know by clicking on the button below. We’ll still keep you in the loop about one-of-a-kind finds we think you’ll love, just without the Mother’s Day messages.”

Note that some sellers believe there is a risk in sending traffic to Etsy from social media, check out this article from February.

Ina Steiner on EmailIna Steiner on LinkedinIna Steiner on Twitter
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). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.

2 thoughts on “Etsy Counts on Mother’s Day for Sales Boost”

  1. “Etsy Asked….”
    The NERVE !
    Under NO CIRCUMSTANCES should you promote “Etsy”.

  2. Wasn’t there an update to the Etsy offsite ad program this year for traffic coming from Instagram or other social media platforms; that you could be charged the ad fee if the customer purchases through those links? If so that is jacked up, you are promoting your shop using your own creative thought/process, driving your own traffic, then BAM, Etsy ad fee from Instagram…

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