• by Sarah Mahoney  @mahoney_sarah, March 24, 2025

Etsy is extending its holiday campaign with a fresh message timed for birthday season — encouraging consumers to stop celebrating the day and start celebrating the person.

The new spot, “Don’t Celebrate Birthdays,” builds on the marketplace’s emotional gifting theme, when quirky “Where’s Waldo?”-inspired ads highlighted the joy of thoughtful, personal presents. In this latest iteration, Etsy leans into the idea that meaningful gifts don’t require a special occasion -- just a deep understanding of the recipient.

Set at a low-key adult birthday gathering, the ad pokes gentle fun at the predictability of obligatory celebrations. Things shift when guests begin surprising Julia, the birthday girl, with gifts clearly chosen with care: a custom snack tray, whimsical swan earrings, and home décor tailored to her dachshund.

“This campaign is a celebration of what makes gifting on Etsy so special -- it’s not about checking a box, it’s about showing someone you truly see them,” said Brad Minor, Etsy’s CMO, in a statement. “In a sea of sameness, people are craving unique, personal experiences -- whether they’re shopping for themselves or someone they love.”

Orchard created the spot, which is airing across TV, digital, and social channels.

Etsy says there are four searches for birthday gifts every second on its platform, signaling the ongoing importance of birthdays as a shopping trigger. But the campaign comes at a time when consumers are pulling back. The company’s gross merchandise sales declined 6.8% in the fourth quarter, with sales in its core marketplace falling 8.6%. Etsy has signaled a similar trajectory for the current quarter.

“We are moving with urgency to increase buyer engagement, drive more sales, and return to growth,” said CEO Josh Silverman in the company’s earnings announcement. He emphasized Etsy’s efforts to deepen “discovery” within the platform, aiming to deliver more personalized and joyful shopping experiences.

Analysts remain cautious. That downbeat forecast disappointed analyst Scott Devitt, who follows Etsy for Wedbush. He remains neutral on the company until there’s more evidence that consumers are willing to spend.  “We continue to look for signs of stabilization in the core business as Etsy works to improve the platform through product and discovery enhancements and other initiatives to return the business to sustainable growth,” he wrote in his note.