The Definitive Guide To Preparing Your Etsy Shop For The Holidays

By this time of year, you should be working on your holiday inventory and readying your shop for the busy holiday selling season. If you're not, you've got some catching up to do. I usually am busy creating my holiday inventory in August, though I have to admit I have been just too busy this year with both professional and personal obligations, and I'm only now knee-deep in creating all the jewelry and artwork that I will be offering for holiday shoppers.

Even though I'm running a little bit behind with my own workload, I made a note last year to write a blog post for others, specifically for other Etsy Sellers, with some advice for to how to prepare your shop for the busy holiday season.

Historically, Black Friday weekend, and Black Friday specifically, are usually the most busy days for online sales on Etsy. I find that once October comes around, the weeks seem to go by faster and faster, with the holidays quickly approaching. Will you be ready for this holiday season?

Here are a few things that you can do to prepare your shop for the holiday rush. Mind you, this is only my personal advice. Each of you will have your own "traditions" so to speak, for what works best for you for getting your shop ready for the holidays.

1. Make sure your shop can accept Etsy gift cards: Sign up for Direct Checkout!

This is important. Only shops who have turned on Direct Checkout are able to accept Etsy gift cards. Not only do I have customers who purchase from my shop and pay with Etsy gift cards, but some folks also prefer to use their credit card directly with my shop through Direct Checkout instead of using PayPal. The fees for Direct Checkout service are relatively the same as they are for PayPal, so if you do not have Direct Checkout turned on in your shop, you are missing out on sales!

2. Review your shop policies:

Make sure all of the information in your shop is up to date. This includes information about your shop and information about you. This also includes your shop policies, such as your shipping, and exchange and return policies and any other relevant information. Your About page should be filled out, and include quality photos as well as some interesting information about you. Share some interesting things about yourself with your customers. This creates a connection. You're not just a storefront, you're an interesting person! Share this with your potential customers.

3. Individually review each of your current listings:

Review the old before adding the new. Go through each of your listings one by one and look for any incorrect or missing information. If you have a lot of listings, this could be a time-consuming task. Don't skip it. If you have many listings, break it down and do some each day until you finish.

How to:
Look at each item's photos. If any of your listings could benefit from a better quality photo, now is the time to replace poor photos with better ones. Basically, you want to make sure that your shop looks great and is in tiptop shape. So replace any poor photos with ones of a better quality. Also, use every photo slot. You are allowed to have five photos with each listing. Use EVERY slot! Every single one of your listings should have five photos. Think creatively. If you only have four photos of your item, include a fifth photo which contains a group shot of your work, or information about your shop. Or, Consider adding a photo of your pretty packaging. Just use all those slots! It is important to remember that a photo speaks a thousand words.

Other things you should be reviewing in each of your listings:
- Make sure your title is descriptive and includes only the most important keywords. Avoid fluff.
- Make sure all the shipping information is complete.  Be sure to post your shipping times and especially any holiday shipping cut off deadline.
- Make sure your descriptions are complete. This includes measurements, colors, and weights.
 - Review item tags. Remember to tag items with common price terms such as "under $50."
 - Review your prices. I find it helpful to have a wide range of prices. Of course, this hint is seller specific. If you are going to offer free gift wrapping or cards, include this info in your listing.

If you don't take care of your shop by  reviewing these things throughout the year, it could be a daunting task when you decide to do it close to the holidays. So keep your shop and all your listings looking good year-round.

4. Take inventory of your stock both physically and virtually:

Basically, make sure you physically have everything that you are selling and that everything matches up. This is important if you sell things in two places. For example, I'm a resident artist and have an art studio located outside of my home where I show and sell my work. Many of the things that I have for sale on Etsy are also on display in my studio. This means, when I sell something live in my studio, I must immediately take the listing down from my Etsy shop. If I forget to do this, you can bet that someone will visit my Etsy shop and purchase the item. It's Murphy's Law!

Once you are satisfied that all of your current listings look great and are complete, then it is time to list your new inventory!

5. Take advantage of Draft:

Etsy has a handy option called Draft which allows you to list an item but keep it hidden, until you are ready to make the listing go live. This is great tool to use for listing a large amount of new stock slowly or for "stashing away" special listings that you may be saving for the holidays. To use Draft all you do is fill out the listing and later, when you are ready for to make the item go live, all you have to do is press a button. Easy!

6. My thoughts on using seasonal props in photos:

Some folks like to take new photos which include seasonal props in the background. This could be something like a sprig of holly or artificial snow. These listings look great for the winter holiday season, but once this season is over, they are redundant and should immediately be removed and replaced with standard images.

7. Take inventory of packaging and shipping supplies:

Once you're certain all of your listings are in tip top shape it's time to take inventory of your packaging supplies. Shipping Envelopes, boxes, Packing tape, bubble wrap, even paper and printer ink for printing out labels are all things that you should have in good supply. If not, now is the time to order and stock up on these things!
(PS, I personally find it helpful to also have lots of coffee and chocolate on hand to get through the busy selling season!)

8. Order or create promotional materials:

Order any promotional materials that you include inside a package. This can include business cards and or flyers that you should be wrapping up with each sale. 

*It's very important to always include a business card or a flyer with each sale. And since the holidays are our busiest time of year, it is imperative that you take advantage of this opportunity by always promoting your business to each new or returning customer. I always include at least two business cards with each sale. One for the customer to keep, and one for them to share. A flier with your social media info is also something you may want to share.  Some folks also include coupons or advertisements for future sales. Remember, what you customer takes out of the package you send to them will be directly in their hands and directly in front of their eyes. Use it! 

9. The "End of Sale" email note. If you don't have one, you need to write one:

I am always surprised by how many sellers do not bother to send an email to me after I purchase something from their shop. Really! I find it rude when someone does not even acknowledge  my purchase. You need to acknowledge every single customer, every single sale.

Here's what I do:
As soon as I see that I have made a sale, I immediately email the customer with a note that says thank you for your purchase, your package is on its way. And then I say THANK YOU.
I cannot express the importance of saying thank you! It is what makes the world go 'round!
At the end of the email, I also list my social media links.  Keep this note in a doc file on your computer so you can simply copy and paste it when you need it.
In a nutshell: If you are not acknowledging every single sale that you have then you should not be a seller!

The holidays are one of your best opportunities out of the entire year to make your shop shine. Do your best and the rewards will return back to you all throughout the year. 
Good luck!

Have anything to add?

What is your favorite tip for other Etsy sellers?


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Tips For New Etsy Sellers: The Basics, Part Two

be optimistic

In my last post (Tips For New Etsy Sellers: Part One, The Basics) I discussed some of the qualities of a successful Etsy shop including item titles, descriptions, photos, customer service, return policies, the importance of having a unique product and the importance of maintaining an ample inventory in your shop. Now let's talk about some of the other things that can help you become successful on Etsy and what you can do to help make your shop stand out from all the others.

 Tips For New Etsy Sellers: The Basics, Part Two

Qualities Of A Successful Etsy Shop

A successful Etsy shop has...

...A Completed Shop Owner Profile
...A Well Chosen Shop Name That Represents Your Work
...Branding That Makes It Stand Out (your avatar and banner)

...Prices That Work

...Fair Shipping Costs

Here's a closer look:

1. A Successful Etsy Shop Has A Completed Shop Owner Profile

This is the space where you get to share a little bit of information about yourself and what you do and why you do it. You are an interesting person. Make it interesting! You may want to talk about your artwork, include a few accomplishments, shop announcements, or links in this space. Avoid talking about yourself in the third person. It's outdated and in a handcrafted marketplace, can even seen impersonal. After all, aren't you talking about yourself? (trust me on this one, I have my degree in Professional Writing, I know what I am talking about!)  Etsy is a marketplace where the shopper is purchasing items directly from the you, the artist, not some booming voice in the background. Be personal. You can share all the same information about yourself in a clear, direct way by just being friendly and open and to the point. Pay no attention to the man behind the curtain! Seriously, no third person needed.  

2. A Successful Etsy Shop Has A Well Chosen Shop Name That Represents Your Work

Choosing your shop name is one of the most important things you will do on Etsy, as you are creating your identity.  Buyer beware: once you choose your shop name it cannot be changed, so choose wisely! You may want to do a search and see if there are any other shops with names similar to the one you like. This can help avoid confusion or regret down the road. A shop name that ties into your work, fits in with the image of your shop and reflects your style is the best choice, as it will help folks remember you and make it easy for them to find you again in the future.
Tie it in: One of the smartest things you can do is to match your shop name with your social media site names, such as your names on Twitter and Facebook. For example, my shop name is Dishfunctionldesigns and my Twitter name is Dishfunctional.  This consistency makes me recognizable and easy to find.

3. A Successful Etsy Shop Has Branding That Makes It Stand Out (your avatar and banner)

Again, consistency is key. The idea is to have these separate parts (shop name, banner, avatar) that all work together as a whole. By tying these things together, it reinforces who you are and helps implant a memory of your shop into your buyer's brain. There are a few different ways to do this. I use my business logo (the woman with dishes, seen above) on my banner and also as my avatar. This is a vintage image that I purchased the rights to use for my business. She is on my packaging, my website, my banner, my advertisements, etc. This is branding. The woman is part of my brand. She distinguishes me from others. For more information on branding click here. One other idea is to showcase photos of your best work on your banner and avatar. I like when shop owners do this. I see it as professional. This is a great way to instantly give viewers an idea of what your shop is all about.  Still other folks use photos of themselves as their avatars, which can give your shop a more personal feel. 

4. A Successful Etsy Shop Has Prices That Work

Determining your retail price points can take time, much of which is trial and error. There are lots of things to consider: materials, labor, fees - you must figure all of these things into your price. One simple formula used for helping determining a price looks like this:   

Materials + Labor = Cost
Cost Price x 4 = Retail Price
Of course, first you need to determine what your labor rate is (the hourly wage that you pay yourself). Don't skimp! Too many artists undervalue their own skills and do not pay themselves a fair rate. If you are going to greatly undervalue yourself and your time, then you may as well work for free.  
Another smart thing to do is to offer a range of prices. This works well for some categories but not others. For example, I design jewelry. One of the things I use to determine my labor is the intricacy of a design. Simple designs are easier to create and therefore have lower prices. More intricate designs that require more time and more brain work will have higher prices. I have found that offering a range of different prices allows me to attract a wider range of customers. Whatever you do, do NOT undervalue your items. If you price your items too low and then one day decide to offer wholesale prices, you will be basically be working for free. No!
Still stuck? Do some market research. See what similar items are selling for. Test out the waters. Most importantly, do not be afraid to increase those prices! Try it. You might be surprised by the results. 

5. A Successful Etsy Shop Has Fair Shipping Costs

This is simple. Offer a fair and accurate shipping price. To do this, you will need to familiarize yourself with the different postal services and their corresponding rates, as well as costs for insurance, delivery confirmation, and so on. You may also want to purchase a scale for weighing packages. Yes, your pretty packaging including your boxes, ribbons, etc. are all business expenses, but do NOT include the costs for those items into your shipping price. Instead, figure those expenses into your materials cost (see #4 above). One of the quickest ways to lose a customer is by charging inflated shipping costs. Shops with fair shipping costs are much more appealing to customers. Also, be sure to offer a shipping price break when a customer purchases multiple items that will be shipped together. 

I hope that you gained some useful information from this blog post! Be sure to check back for more Etsy seller tips! 
(If you are playing catch-up you can read the first part of this article by clicking here)

My experience: I opened my first online storefront for my jewelry and artwork on Ebay in 1999, where I amassed over 3,800 positive feedback (yes, all positive! check it out here) and learned the ins and outs of online marketing. I later moved my storefront from Ebay to Etsy due to Etsy being a handcrafted marketplace that better suited my needs. I am a full time artist, designer, and writer, and my day is spent creating, designing jewelry, fulfilling custom orders, and maintaining my online shop. 

If you liked this post, you will also like:
 
Preparing Your Etsy Shop For The Holidays

Tips For New Etsy Sellers: Part One, The Basics

Success

Running an Etsy shop is serious business. It can be rewarding and fun, but first and foremost it is a business and needs to be handled as such. If you have visited the forums on Etsy, no doubt you have read more than one post where a seller complains that their sales are slow or nonexistent, or that no one is visiting their shop, or that they are ready to throw in the towel (and so on.) I mention these things because the reality of running an Etsy shop can be very different that what most people imagine it to be. Competition can be fierce. The market is over-saturated. After all, this is the DIY generation living the DIY revolution. Don't let that scare you. Let it instead make you aware and prepared so that you can be one of the success stories. In this article, "Part One, The Basics" I will give you some basic, useful information about running your Etsy shop. I hope that you find this information helpful. Please feel free to leave you comments at the end of the post. 

dreams

Part One, The Basics

Qualities Of A Successful Etsy Shop


A successful Etsy shop has...

...Quality Photos

...Descriptive Item Titles

...Complete, Concise Item Descriptions
...A Product That Is Unique Unto Itself

...Ample Inventory

...A Friendly, Responsive Shopkeeper & Excellent Customer Service

...A Stated Return Policy


Here's a closer look:

1. A Successful Etsy Shop Has Quality Photos
You do not need to have an expensive digital camera to take great photos, but you do need to know how to use what you have. Learn how to use your camera and all of it's settings and adjustments. Know that most customers browse items by photos first and by reading product titles second. Basically, your photo must speak volumes: it should be in focus, well lit, the colors should be correct, and it should be an excellent representation of your item. There are many free online photo editing tools that are helpful for cropping, color correcting, sharpening, etc. One that I have found useful is Picnik.  Also, Etsy allows you to put five photos of your item in each listing. Use ALL five slots. Consider showing your item from different angles. Also, use a background that compliments your item but be sure to keep it basic and uncluttered by props or distracting patterns. Keep it simple!

2. A Successful Etsy Shop Has Descriptive Item Titles
This is more important now than ever. Etsy recently revamped it's entire search schematics so that when a shopper searches for an item with search terms, the "most relevant" items appear first in the results. Without being overly verbose, keep item titles basic and concise, being very careful of what words you choose. Be descriptive, but don't go overboard. Avoid fluff, fillers, and generalization. Be precise. Here is an example of two ways to describe the same necklace:
Wrong: Super cool colorful orangish necklace made with beads and chains
Right: Carnelian gemstone beaded necklace with sterling silver chain.
See the difference? Also, use your most basic descriptive key words in your item tags.

3. A Successful Etsy Shop Has Complete, Concise Item Descriptions
When describing your item be complete and to the point. Tell your customer what your item is, what it does, what it is made of, and describe the materials and or techniques you used to make your item. Why is your item interesting/useful/beautiful? Why should the shopper buy your item? Now is your chance to sell. Take the time to write good descriptions! Also, be sure to include accurate measurements and descriptions of materials used. A customer should not have to email you ask you how big it is or what it is made of. Put all of this information in the description. Do you offer next day shipping? International shipping? Gift wrapping? Was your work recently featured in a magazine? Put it in the description! 

4. A Successful Etsy Shop Has A Product That Is Unique Unto Itself
Widgets are popular. Everyone is making widgets. I will make widgets too. This way of thinking never works. What IS attractive to consumers is what is different and unique. Like the saying goes, "You were born unique, don't die a copy!" When you create something that is different than what everyone else is creating, you become known for your own personal style, creativity, and innovation. Customers then turn into repeat customers because they come back to YOU. Think of what you can do to stand out from the crowd and do it. 

John Mason

5. A Successful Etsy Shop Has Ample Inventory
Ah, yes, nothing like the forum complainer who says, "Gosh, my Etsy shop has been open for three months and I've yet to have one single sale (insert sad face here)"  Then I go and take a look at their shop and lo and behold, they only have four or five items listed for sale. Sheesh! Talk about being invisible in a sea of sellers... I think you get the point. Give shoppers a selection of items to choose from and they will spend more time in your shop.     

6. A Successful Etsy Shop Has A Friendly, Responsive Shopkeeper & Excellent Customer Service
Answer messages from shoppers (known on Etsy as "convos") promptly. Be friendly. Say Thank You. Express gratitude. Use common courtesy. Go the extra mile. It's simple, and it only takes one minute. You'd be surprised how many shop keepers do not do this. I've made purchases on Etsy where there was not one single word of communication from the seller. To me, this is unacceptable. Sure, my package eventually showed up in my mailbox, but after I made the purchase I wondered many things: if my order had gone through, when it would be shipped, if it even was shipped. Unresponsive sellers who don't care enough to thank their buyer do not deserve my business. It's as simple as this: create a document that says something to the point of, "Thank you for your order, your package will ship within X days. I appreciate your business and hope that you have a great day." Save that document and simply cut and paste as needed. 

gratitude

7. A Successful Etsy Shop Has A Stated Return Policy
This shop area is often neglected. You can make your policy whatever you wish it to be, but have a stated policy. Whether you accept returned items for exchange, store credit, or whatever you decide, just have a written policy. Seeing it in writing boosts buyer confidence and lets the shopper know that you are a serious business person. Having a written policy also helps avoid misunderstandings that could occur down the road.

I hope that you gained some useful information from this blog post. Be sure to check back for Part Two, where I will talk about pricing your items, shipping, and branding!


My experience: I opened my first online storefront for my jewelry and artwork on Ebay in 1999, where I amassed over 3,800 positive feedback (yes, all positive! check it out here) and learned the ins and outs of online marketing. I later moved my storefront from Ebay to Etsy due to Etsy being a handcrafted marketplace that better suited my needs. I am a full time artist, designer, and writer, and my day is spent creating, designing jewelry, fulfilling custom orders, and maintaining my online shop. 

Dishfunctional Designs Robin necklace made from a broken plate (click photo for detail)



Read on for PART TWO of this post!




If you liked this post, you will also like:
 
Preparing Your Etsy Shop For The Holidays