Etsy’s 2025 holiday campaign builds on last year’s theme of making people feel “truly seen,” but shifts toward more grounded, real-world storytelling. This year’s ads emphasize small, meaningful interactions through the lens of personalized gifting.
The concept was inspired by “sonder”—the realization that everyone around us has a unique, unseen life story.
A Unified, Storytelling Campaign Across Media
The campaign consists of three interconnected TV spots set in the same community:
- “Drummer Boy” follows a fidgety student who receives drumsticks from his teacher, enabling self-expression.
- “Crossing Guard” highlights a father-daughter duo gifting a sweater to a local school crossing guard's dog.
- “Coach” showcases kids personalizing a cap for their beloved soccer coach with his catchphrase “Chins up!”
Each ad reinforces Etsy’s core brand message: that gifting can be deeply personal and thoughtful—not just transactional. The campaign also includes influencer partnerships and spans TV, digital, social, and out-of-home channels.
Strategic Timing and Leadership Change
The campaign comes amid significant internal shifts: CEO Josh Silverman will step down after nine years, with Kruti Patel Goyal set to take over as CEO in January 2026.
At the same time, Etsy has enhanced its seller platform and integrated new technologies, including an AI-powered instant checkout via ChatGPT.
Relevance for Omnichannel Retailers
Etsy’s campaign reminds omnichannel leaders (like Walmart and its ecosystem) of the rising demand for personalization at scale—especially during peak gifting seasons.
As personalization becomes more central to shopper expectations, blending emotional resonance with tech-enabled convenience will be key to driving conversion and loyalty.
