Etsy is preparing for a different kind of holiday season. Cost-conscious consumers are paring back their gift lists and want the items they choose to mean something special to recipients. Consumers are also taking many of the trends that have defined the pandemic -- like nature-inspired interiors, dopamine-inspiring colors, sweet nostalgia and kitschy decor -- to the next level.
“With money tighter this year, people are prioritizing the element of human connection this holiday season,” says Dayna Isom Johnson, Etsy’s trend expert. “Shoppers want more meaning this year. They want thoughtfulness.”
A trend she calls “Enchanted Forest,” for example, continues the love of the natural in new and even more escapist ways. That includes a 118% increase in searches for nature-inspired home décor, especially Luna moths, beetles and dragonflies. The vibe is moodier -- which helps explain why emerald green is Etsy’s color of the year.
Mushrooms are part of the trend. “People just continue to love mushrooms,” Johnson tells Marketing Daily. “We see it in home decor and beautiful ornaments.”
She says the shift “is a great example of how trends evolve in surprising ways. We’ve seen the influence of nature for two years now, with people looking to bring the outdoors in. Now it’s got this kind of whimsical, magical twist.”
Bright colors are also popping, especially hot pink, as people look for festive, “dopamine-boosting” gifts. “We’ve had a 346% increase in searches for disco ball décor,” she says. “That is just such a proof point that people want to feel joy.”
Searches for personalized kitchen gifts -- such as latke platters, pie plates and cutting boards printed with family recipes -- are also trending. “These are heirloom-worthy pieces,” Johnson says. “They’re memorable and personal.”
And people are looking to put a little more personality on kitchen counters, searching for vintage and kitschy items that range from used Pyrex to canisters to old-school cookie jars and tea towels.
“People are feeling nostalgic, and we all want more cheerfulness, more joy in our lives. These retro kitchen items are just fun.”
Finally, Johnson expects to see more gifts -- no matter what they are -- dressed up in ways that get attention. “People aren’t just putting more thought into individual items this year,” she says, but in presenting them in ways that show off the creativity of the giver. “They’re wrapping them in beautiful paper and adding special bows.”