Seller Handbook

The holidays are getting closer, and this season’s trends are all about personal expression, quality time spent with loved ones, and a little drama. Seven themes are shaping how people are gifting, decorating, and celebrating this season. Whether buyers are hosting a dinner party or looking for something that feels genuinely personal, they're coming to Etsy for special items that tell a story.

This article references this year's Etsy Trend Edit, which was created with Mandy Lee (@oldloserinbrooklyn), Etsy's first-ever Guest Trend Editor. Mandy Lee’s deep knowledge of fashion, trends, and personal style has positioned her as a trusted authority figure and leader in the fashion space with a ravenous audience who is willing to jump on whatever she deems "next". Her accurate predictions on the return and rise of Indie Sleaze, Balletcore, Twee, and recently the freaky shoes trend, has created a viral buzz and made a huge cultural impact.

The Etsy Trend Edit is based on Etsy search and sales data for the last three months alongside wider cultural forecasting. Now let’s dive into what's trending this season, and how your shop can tap in.

Note: All stats mentioned in this article refer to Etsy search data unless otherwise specified.

Merrymaxxing

More is the mood this season. Rhinestones, gemstones, bold color, and ornaments with personality are taking center stage. Trees are getting dressed like party guests, and if your shop has a maximalist vibe to it, this is your moment.

What we’re seeing:

• Whimsy items +110%
• Bedazzled kits +218%
• Whimsy ornaments +62% in favorites**
• Whimsical decor +61% with Gen Z shoppers*

For your shop: Close-up photography that captures texture, shine, and embellishment can help buyers see the detail that makes your work special. In your titles and description, terms like "bedazzled," "rhinestone," "maximalist," or "bold holiday decor" can help your listings reach shoppers actively searching for this aesthetic. Use Marketplace Insights to see how buyers are searching for these terms in your category.

Mark of the Maker

The expectation that everything should look perfect or machine-made is fading fast. Visible brushstrokes, hand stitching, and uneven edges are becoming a coveted sign of quality, not a flaw. Buyers want to see how something came together, and in handmade items, those details can be the reason they make the purchase.

What we’re seeing:

• Hand-woven items +230%**
• Hand painted items +280%**
• Hand thrown items +150%**

For your shop: If your work has texture, stitching, brushstrokes, or any detail that shows how it was made, let that show. Process shots, a photo of your hands at work, or a short video of the item coming together, paired with an image that shows the finished product help buyers shop and purchase confidently. In your titles and tags, terms like "hand-embroidered," "needlepoint," "handwoven," or "visible mending" can showcase your process and connect your listings to buyers looking for that special human touch.

Table Dressing

Hosts are treating their tables like outfits this season. Tablecloth, napkin rings, place cards, and serving pieces are all becoming part of the look, whether that means going all in on ruffles and silver or just adding one unexpected detail to the mix.

What we’re seeing:

• Table decor is up double digits with Gen Z shoppers*
• Ruffle tablecloths +841%
• Lace table items +68%
• Custom napkins +33%

For your shop: If you sell items for the table, consider showing them in context. A styled table can help shoppers picture how your item could fit into their own gathering. Review relevant listings for accurate terms that describe the style and details of what you sell.

Craftmas

The holiday craft night is becoming the new holiday party. Shoppers are gathering with their loved ones to paint ornaments, string beads, and make meaningful gifts together, and they're looking for the kits and supplies to make it happen.

What we’re seeing:

• DIY activities +8,500%
• Needlepoint bag +470% with Gen Z shoppers*
• Sewing patterns for beginners +125%

For your shop: If you sell craft kits or supplies already, show the experience as well as the finished result. Consider photos of the kit laid out or in use, and be specific in your description about what’s included, who it’s for, and what someone can make. If relevant, terms like craft kit, DIY ornament, or holiday activity can help accurately describe the experience you’re offering. And if you have a craft that could translate to a DIY activity, consider expanding your inventory to capture surging demand.

Operatic Drama

Holiday dressing is getting a dramatic makeover. Ornate brooches, capelets, vintage jewelry, and rich fabrics are on the rise, with buyers reaching for pieces that bring a sense of occasion to how they celebrate.

What we’re seeing:

• Capelets +47%
• Vintage jewelry +75%
• Men’s brooches +70%
• Jacquard fabric +23% with Millennial shoppers*

For your shop: If your clothing, accessories, or supplies fit this aesthetic, let the details take center stage. Deep backgrounds, warm light, and atmospheric styling can help buyers feel like your piece belongs in the period they're dressing for. In your titles and tags, terms like "heirloom jewelry," "vintage brooch," "gilded," "velvet," or "opera inspired" can connect your listings to shoppers looking for something worth keeping for a long time.

Family Reimagined

Holiday traditions can include all kinds of chosen family: close friends, pets, neighbors, and the people who make everyday life feel special. This season, shoppers are showing interest in gifts that reflect those relationships.

What we’re seeing:

• Personalized friend gifts +1,400%**
• Pet gifting-related searches have doubled**
• Pet ornaments +22%
• Friendsmas party supply sales +37%

For your shop: If you sell personalized items, pet gifts, portraits, or pieces designed for groups, show them in the kinds of moments they were made for. That could mean a pet ornament on a tree, a custom portrait on a wall, or a matching set worn by a group of friends. Terms like "pet ornament," "personalized portrait," "custom pet gift," or "friend group gift" can help your listings reach shoppers whose gift list has grown beyond the immediate family. If you offer personalization, setting up clear custom options fields upfront means buyers can share exactly what they need at checkout.

Freaky Festive Shoes

Holiday dressing is getting strange below the ankle. Weather-defying boots, pirate-inspired styles, and odd little slip-ons are gaining interest—the kind of shoes that give people something to talk about when they enter the room.

What we’re seeing:

• Slip shoes +55%
• Rain boots +155%
• Men’s pirate boots +153%
• Woman’s barefoot shoes +52%

For your shop: If your shop makes footwear or shoe accessories, lifestyle photography that shows the shoes worn and in action, as well as detail shots to capture what makes them unique, can help buyers picture how to style them. If terms like statement boots, novelty shoes, or pirate boots accurately describe the item, consider using them in the relevant parts of your listing.

Find what fits your shop

Not every trend will make sense for every shop, and that’s OK. Start with the ones that naturally connect to what you already make, curate, or sell.

Use Marketplace Insights to explore what shoppers are searching for in your category, then consider which insights are relevant to your listings.

Want to see all seven trends come to life across Etsy? Browse the full Etsy Trend Edit at etsy.com/trends.

Keep getting holiday-ready

Holiday prep looks a little different in every shop, but you don’t have to figure it all out alone. Visit Holiday Seller HQ for tips, resources, seller stories, and more guidance throughout the season.

Planning to participate in Etsy’s Cyber sales event? Opt in now to get your sale set up for the season.

Note: All search and sales data in this article, unless otherwise noted, is as of September 14th, 2026, and based on searches and sales in the last three months compared to the same time last year.

*Etsy internal data, U.S. signed-in user activity only. Unless otherwise noted, percentage increases reflect changes in search or sales activity during the stated comparison period versus the prior year. Search growth is based on normalized query volume.

Demographic insights (e.g., Gen Z, Millennials) are derived from Etsy age-signals data and reflect a subset of U.S. active buyers. Data is directional and reflects activity on Etsy’s marketplace.

**Search and sales data reflects a year-over-year comparison.