Amid heightened economic anxiety, most retailers are going the promotional route with marketing this holiday season, highlighting deals and discounts. But not Etsy. The Brooklyn-based online craft marketplace is instead trying to emphasize the specialness—and not the price—of its one-of-a-kind items as gifts.

“As shoppers tighten their wallets, we believe that if people have to spend less money, they will want their purchases to mean even more—especially during the holiday season,” said Ryan Scott, chief marketing officer.

Etsy’s first holiday commercial, “To the Travelers,” debuts today. The 30-second spot, which will also run in a 60-second version, shows people traveling to their family homes across the globe for the holidays and each carrying special gifts for their loved ones. Later this month, the company will begin airing “To the New Parents,” which showcases how meaningful gifts can matter more to the right recipients. In addition to the new brand spots, Etsy is also planning to run product-focused commercials.

The campaign will run on national and connected TV and digital video. Etsy is planning to have holiday-focused custom integrations with Hallmark and HGTV as well, an out-of-home campaign in the U.K., and a separate push in Germany.

Scott also noted that Etsy is focusing on social platforms, such as TikTok, “to amplify our sellers in ways they could not accomplish on their own.”

As in the last two years, Etsy worked with 72andSunny on creating the campaign. Ocean Media handled media duties in the U.S.