Etsy Chief Marketing Officer Brad Minor unveiled the company’s 2025 holiday marketing campaign on Monday, which “celebrates the magic of feeling seen.” But you’ll likely see fewer Etsy commercials on linear television than in prior years as it shifts its strategy.
Etsy CEO-designee Kruti Patel Goyal had explained the company’s marketing approach this holiday season during the company’s third-quarter conference call with Wall Street analysts. “As we’ve told you, we’re significantly reallocating our brand marketing spend away from linear TV into upper-funnel channels intended to spark engagement and inspiration such as social video and streaming,” she said on the October 29th call.
In Brad Minor’s November 3rd post, he described the various commercials that “celebrate the small moments that make someone feel understood, and the thoughtfulness that turns a simple gift into something that says, “I get you.””
“Through three interconnected stories, we build on last year’s tale of Waldo, someone who’s always being searched for but rarely truly seen. This year, we turn the focus to the people around us, showing that recognizing others is one of the most meaningful gifts we can give — something only an Etsy gift can do.” (See more on last year’s campaign.)
Minor said Etsy ads will run across TV, out-of-home, digital, social and more. “Every touchpoint of the campaign reinforces what makes gifting on Etsy special: from our retail spots pairing a practical message with a personal touch, to our mid-funnel creative highlighting the power of personalization, and our influencer partnerships celebrating self-expression while showcasing the breadth of original finds on Etsy.”
He ended his post with the following message for sellers: “As always, at the heart of it all are our five million sellers, who remind us that the real magic of the holidays doesn’t come from perfection or mass production. It comes from real people.”
Etsy posted the following commercial to YouTube, which Minor described as follows: “In our anthem spot “Drummer Boy,” a restless young boy’s constant tapping is reframed not as a distraction, but as a talent, when his teacher surprises him with personalized drumsticks and a handmade pouch.”