Early in the pandemic, Etsy made a name for itself as the destination for face masks. An army of crafters set about making the much-needed items, and Etsy put some of its marketing muscle behind the effort. Now, amid surging sales, Etsy is hoping its homemade items will attract consumers looking for a more thoughtful holiday gifting season.
“Buyers are now shopping with their hearts—it just doesn’t feel right anymore shopping on Amazon,” says Ryan Scott, chief marketing officer, on the latest edition of the “Marketer’s Brief” podcast. “In a world that’s increasingly commoditized, where everything is disposable, fast and cheap, Etsy fills that gap by providing items worth holding onto.”