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Mon Nov 1 2021 14:34:37

Etsy Kicks Off Holiday TV Commercials - Anyone Else?

By: Ina Steiner

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With Halloween now officially in the rearview mirror, Etsy is running three TV commercials in the US to inspire holiday shoppers. This year, the focus is on relationships.

The campaign is titled "Give More Than a Gift," a feeling that is inherent to who Etsy is as a brand, according to a company spokesperson. 

"This year we wanted our ads to focus on relationships - expected and unexpected - that make an impact on our lives and the powerful way a gift can say something truly meaningful," she told us. "Our goal was to tell intimate, authentic, and human stories that often go untold."
 
Etsy is also running 2 TV ads in the UK and 2 in Germany. The themes of the 3 U.S.-only spots are as follows:
 
Bus Stop tells the timely and relevant story of an unlikely bond between two people and a gift that shows gratitude.

The Recipe is about how a mother can connect with her daughter through the gift of a recipe but also how that gift connects them to their culture and family.

Our Santa (which runs in the US and the UK)  is an often untold story about feeling represented and the way a son can recognize his Father’s desire to feel seen through a meaningful gift.

The ads will run across over 50 cable channels and broadcast networks, streaming/OTT/VOD (such as Hulu, Roku, Sky, ITV Hub), and digital video. In addition, Etsy said, "our channel mix includes Podcast, Digital Audio (such as Spotify), and extensions running across paid social," including Facebook, Instagram, and YouTube.

How effective do you think the ads will be in driving holiday sales on Etsy?

We did a quick check of the Big 3 online marketplaces to see if any Christmas trees or Hanukkah Dreidels were peppering their homepages.

As of Monday afternoon, eBay and Amazon featured no holiday decorations, while Etsy had a link at the top "Get a jump-start on holiday joy!" leading to its holiday landing page.

As a seller, would you like to see eBay and Amazon join Etsy in running TV commercials spurring on holiday shoppers?

Comments (11) | Leave Comment | Permalink
Readers Comments

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This user has validated their user name. by: The End

Mon Nov 1 17:19:30 2021

Haven't seen one commercial.
As a Maker / MERCHANT, I don't see any reason at all to Needle the potential client.
It is Declasse.
A nice, pressure free environment denotes an air of silent even flow.
The kind used the MAKE the object of their desire.
Since making My Own Website, I enjoy the people that visit and eventually choose the object they want.
They ask relevant questions, and I enjoy responding.....sometimes in a few seconds or a few hours.
The personal touch is part and parcel of the scene.
Etsy is a landfill.
A pervayor of junk in some instances.
Etsy now makes my brand look bad.
Now "Etsy" is synonymous with "watch it, it could be mass produced junk".

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by: LDWCallsOut This user has validated their user name.

Mon Nov 1 18:24:15 2021

Thanks for posting the links.  When I got to the third ad, I saw a WHITE Santa in the bricks and mortar setting and thought ''whoa, you slipped up and let a Caucasian in there''.  But at the end, there's a happy ending with a dark skinned Santa on the stocking.  

I'm all for ads that show all kinds of people (I'm Eurasian myself), but seriously -- what?  What is the message being sent when NONE of the gift givers or gifted are Euro-American?  It's not being inclusive to leave the majority out.  

And the ageism!  The shopping demo for Etsy is seniors and under 25s?  

Just to be clear, I am NOT saying that Etsy is woke and stuff.  Etsy is, as the Aussies might say, bunging on an act.

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This user has validated their user name. by: The End

Mon Nov 1 19:25:13 2021

Just saw the videos.
Nobody's going to buy that junk.

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by: kvl1 This user has validated their user name.

Thu Nov 4 08:19:22 2021

As an Etsy buyer, I think the ads are great. They show people giving thoughtful, personalized gifts, and they convey that Etsy is where you can find such gifts. Not only that, the ads are low-key and evoke warm, positive feelings, not in-your-face bombardment. Very well done, Etsy!

The reason you see Blacks, Asian, Hispanic, young and old people represented in these ads is because those are the demographics Etsy is trying to reach. I'm sure they've done research that shows the demographics of people who already shop on Etsy, and the ads are trying to get more people to shop there who normally don't, which is exactly what ads are supposed to do.

As an eBay seller, I wish eBay would advertise, and not just sneakers or high-end watches. I haven't seen an eBay ad for years, but when I did, the focus was very narrow and didn't convey the scope of what is available. And yes, at the very least they should be decorating the pages with holiday reminders!

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by: BargainzBabylon This user has validated their user name.

Thu Nov 4 15:18:38 2021

Gawd forbid anybody is woke (dramatic eye roll). Various races and ages are shown in commercials because, you know, we're part of the world, too?  

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by: Fitzy This user has validated their user name.

Thu Nov 4 17:39:28 2021

I like the ads and sure wish eBay would follow suit.  There are always people who are unfamiliar with the platform or haven't used it and it would help the small businesses depending on the site if they would bring more attention to the types of items that can be purchased on eBay.  Of course, as a previous poster eluded to, the ads eBay has had in the past were not very inclusive of the types of items that can be found on eBay.

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by: Stone Cutter This user has validated their user name.

Thu Nov 4 22:10:49 2021

The more people who know about Etsy, the better growth for sellers. When I opened my shop, only one of my neighbors had heard of Etsy because her daughter shopped on Etsy.  But now, everyone I know has at least heard of Etsy.

Etsy's latest Earnings, which came out yesterday, were good with solid growth, however, there was a warning from Etsy of a slower than expected 4th quarter. In my opinion, Etsy made good money last quarter because of the Federal Stimulus that ended in September. But now, that stimulus is gone and many are still financially suffering due to Covid. I've seen a couple of their new commercials which appear to me to advertise only affordable products, which I find disappointing.

Those with $money$ will continue to spend, however, Etsy continues to "dumpster dive" to find that frugal customer who spends very little. Heaven forbid Etsy advertises someone giving an expensive unique diamond engagement ring, or someone hanging a nice piece of art. These commercials are disappointing and feel desperate with the cheaper uninspiring products they are promoting.  

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by: Snapped This user has validated their user name.

Fri Nov 5 08:27:13 2021

“ These commercials are disappointing and feel desperate with the cheaper uninspiring products they are promoting. “

The commercials are not about any ‘specific’ product because Etsy isn’t selling a tangible item.  They are using an item as an example to sell a concept; that the customer can recreate all the warm and fuzzies the actors are exuding via a purchase on Etsy, because a buyer can find an item (or better have one customized) to fit whatever lifestyle/event applies to THEIR personal story.  

It’s a very effective and relatable way to sell their brand.  And they’ve actually been promoting the whole Etsy as a ‘unique gift’ item source - not limited to ‘holidays’ - for a number of months now.  

Despite their continuing thrust to ‘emulate’ all of eBay’s monetizing techniques, as long as they stick to promoting their niche, this should be an effective campaign.  

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by: Stone Cutter This user has validated their user name.

Fri Nov 5 20:36:45 2021

"The commercials are not about any ‘specific’ product because Etsy isn’t selling a tangible item."

If I'm sitting at the couch while watching TV and I see an Etsy commercial, what would be the catalyst for me to research their website?? What I see is a commercial that promotes the sales of mittens...MITTENS! ...which are nothing but typical. I can find mittens at my local Target or Walmart. As a consumer, I'm not interested and will ignore the commercial.  

In 2019, Etsy said that 40% of their business was now with repeat buyers who purchase items at $200+..with 6 purchases yearly. What Etsy promotes in their commercials will indeed give buyers an opinion of Etsy. Why promote cheap "typical" products, when their customer base grows with a more affluent repeat buyer??  

As a jeweler on Etsy, Etsys' jewelry market is "on fire" with increased sales in Fine Jewelry with prices at $800+. When watching an Etsy commercial that promotes mittens, I would think this site is nothing but low end products for the frugal buyer.

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by: Snapped This user has validated their user name.

Sat Nov 6 10:34:20 2021

It’s not about the item, or even the ‘category’ of the item.

The mittens are simply a metaphor.  And there are other Etsy commercials that use different items the same way.  It’s the ‘context’ in which they’ve been used, which is also a metaphor albeit a bit more literal, that is being promoted.  That said, it couldn’t hurt to occasionally feature a little more ‘upscale hand warmer’ as and within that metaphor, ok.  

But the message isn’t about mittens.  Or bangles.  Or a cheaper Rolex - even if and whenever a custom engraved one may appear ‘featured’.  It’s about using Etsy as a ‘solution’.  

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This user has validated their user name. by: iheartjacksparrow

Sun Nov 7 11:44:44 2021

The last few days I've seen a bunch of TV commercials for a site I'd never heard of before, Vinted. It seems like they are something like Poshmark.  



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