Etsy has unveiled its 2025 holiday campaign, placing a strong emphasis on the significance of personalized gifts in fostering connection and self-expression. The online marketplace's latest marketing initiative builds on previous seasonal efforts, aiming to help individuals feel truly understood through thoughtful, custom presents. This comprehensive campaign spans TV, out-of-home, digital, and social media, supported by strategic influencer partnerships, as detailed in an Etsy blog post.

Etsy's Holiday Campaign Focuses on Connection

The new campaign evolves themes from Etsy's 2024 holiday push, which highlighted how a gift from the platform could make people feel "seen." While last year's campaign featured the children's book character Waldo, symbolizing someone often searched for but rarely truly recognized, the 2025 effort adopts a more grounded approach with relatable, real-world characters.

Etsy CMO Brad Minor explained the inspiration behind the campaign in a press statement.

"We were inspired by the concept of 'sonder,' the realization that everyone around us has their own story - their own quirks, routines, and quiet impact," Minor said. "By focusing on the people who often fade into the background, we wanted to remind viewers that the holidays are about recognition, not perfection."

Personalized Stories in Three TV Spots

Central to the campaign are three interconnected TV advertisements set within a single community, each featuring a personalized, gift-giving moment:

  • The anthem spot, "Drummer Boy," tells the story of a young boy whose constant tapping distracts his classmates. Instead of scolding him, a patient teacher gifts him a set of drumsticks, inspiring him to join the school band.
  • Two subsequent spots feature side characters from "Drummer Boy." "Crossing Guard" depicts a father and daughter buying a personalized sweater for their local crossing guard's dog to protect it from the cold.
  • The final spot, "Coach," shows children on a school soccer team ordering a customized hat for their coach, emblazoned with his signature phrase, "Chins up!"

Evolved Media Strategy and Broader Context

To amplify its message, Etsy has refined its media strategy to engage shoppers more intentionally. This includes retail-focused spots that blend practical messaging with a personal touch, mid-funnel creative emphasizing the power of personalization, and influencer collaborations that highlight individuality and Etsy's diverse personalized gifting options.

This latest marketing push from Etsy coincides with a significant leadership transition. During a Q3 2025 earnings call, executives announced that CEO Josh Silverman, who has led the company for nearly nine years, will step down. Kruti Patel Goyal, Etsy's president and chief growth officer, is set to assume the CEO role in January.

Beyond its brand marketing, Etsy has also introduced several updates to its seller platform this year, including simplifying the Shop Manager dashboard and offering real-time feedback on listing quality. The marketplace also integrated ChatGPT's instant checkout feature, allowing users to purchase products directly from the artificial intelligence platform.