Each month we will be publishing on the Koalanda blog a brief report on the Etsy sales of the preceding month. Here is the report for December 2023.
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Sales on Etsy in comparison with previous months
After the traditionally robust month for Etsy sellers in November, it’s noteworthy to observe a dip in sales for December on a monthly basis. However, this decline is a mere 10% compared to November. Thus, following the substantial surge of over 50% in November, post this dip, we observe that sales in the last month of the year still surpass values seen in July, August, September, and October. Moreover, December stands as the second-strongest month for sales on Etsy, right after November.
As anticipated and highlighted in our previous report, Etsy buyers were notably active until the middle of the month, with many likely opting for this platform to discover the most unique and personalized gifts for their loved ones. This phenomenon also clarifies the downturn in sales around the holiday season. The days immediately preceding Christmas and on December 25th emerge as the least robust for the platform throughout the entire year.
Sales on Etsy by category in December
Sales have dipped in 14 out of 15 categories compared to the previous month, with Bath & Beauty being the sole exception. However, the increase in this category during November was one of the smallest, making the current uptick rather modest in that context.
The most noticeable decline in sales during December is seen in stores within the Weddings category, nearly 22%. Significant decreases are also observed in categories like Toys & Games (18%), Pet Supplies (18%), Shoes (17%), and Craft Supplies & Tools (16%).
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Sales on Etsy by country in December
Among the top 10 countries on Etsy, only the sales of stores from Turkey didn’t experience a decline in December compared to November, with a modest growth of 3%. The most notable drop was seen in sales from Australia (24%) and China (22%), followed by the United Kingdom and Canada (16% each).
| Country | October | November | December |
| United States | -1.81% | 52.29% | -7.83% |
| United Kingdom | 11.80% | 65.19% | -16.50% |
| Canada | 2.88% | 49.11% | -16.04% |
| Germany | 11.77% | 46.15% | -11.96% |
| Australia | 12.71% | 39.74% | -24.63% |
| China | -4.32% | 25.06% | -21.95% |
| France | 2.71% | 42.74% | -2.08% |
| Ukraine | 3.59% | 47.02% | -11.37% |
| Turkey | 11.30% | 31.10% | 2.92% |
| India | 0.45% | 17.32% | -5.66% |
Digging deeper into the data, it becomes even more intriguing when examining not just the percentages but also the daily sales charts of some countries. For instance, it’s evident that the substantial sales peak in the United States around Black Friday doesn’t mirror in stores from the United Kingdom.
The sales charts from Australia and Canada demonstrate a closer alignment with the overall platform trends over the last 3 months.
On a different note, the data from Germany and France presents a unique pattern. In both countries, the highest point (i.e., the peak in daily sales) doesn’t coincide with Black Friday, as observed for the platform and most other countries. Instead, it occurs on December 10th (Sunday). We noted a similar trend in German stores last year. The probable reason is that stores in these countries may not have optimized their listings for Black Friday, considering it’s not as popular in Europe as it is in the United States.
Newly opened shops on Etsy in December
In December, a total of 177,745 new stores joined Etsy, a slight dip of just over 30,000 compared to the previous month. It’ll be intriguing to observe whether there will be a notable surge in this figure come January, influenced by the new year’s resolutions and the eagerness to embark on fresh initiatives with the start of the new year.
Top 10 most successful Etsy sellers in December
The 10 shops with the highest number of sales in December were:
| Rank | Etsy Shop | Monthly Sales | Country | Category |
|---|---|---|---|---|
| 1 | CaitlynMinimalist | 108,278 | United States | Jewelry |
| 2 | SilverRainSilver | 63,011 | United Kingdom | Jewelry |
| 3 | PersonalizationMall | 58,381 | United States | Home & Living |
| 4 | Keptsake | 43,890 | United States | Home & Living |
| 5 | PersonalizedShed | 38,521 | United States | Home & Living |
| 6 | TwistStationery | 36,246 | United Kingdom | Paper & Party Supplies |
| 7 | PetPartyCo | 29,376 | United States | Clothing |
| 8 | ArrowGiftCoLtd | 29,005 | United Kingdom | Paper & Party Supplies |
| 9 | DesignArtATX | 28,658 | Canada | Home & Living |
| 10 | YourWeddingPlace | 27,791 | United States | Home & Living |
Explore the top-selling and trending Etsy shops for free and without registration with Koalanda. In Koalanda you can browse the most complete catalog of Etsy shops on the internet, updated daily.
Holidays
The most significant holidays of the year are now behind us. While we don’t anticipate a sluggish January, contrary to the prevailing sentiments on social media, there aren’t any holidays that are expected to exert a substantial influence on overall sales. Nevertheless, keep in mind that Valentine’s Day is just around the corner on February 14th. Some sellers may start selecting gifts for their loved ones as early as January, especially considering that personalized products, which often require more time to craft, tend to be the top choice. Reflect on whether any of the products you create could make a fitting gift for a significant other. If you have such products, seize the opportunity to optimize your listings with relevant tags.
