US: Etsy searches for a new creative agency - How do its customers feel about advertising?

Online marketplace for handmade and vintage items, Etsy, is looking to replace its incumbent creative agency 72andSunny. The Stagwell shop has held the company’s account since 2020.

We look at YouGov data to explore what Etsy’s current customers think about advertising. 

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 69% of Etsy’s consumers and 66% of the general US population agree with the statement that they “like seeing real looking people in advertisements.”

Just over half (51%) of Etsy’s consumers and an equal proportion of the general American population agree with the statement that they “don’t see their lifestyle represented enough in advertising.” 

Over half of (60%) of Etsy’s customers agree with the statement that “personalized advertisements creep [them] out.” More than half of them also agree with the statement that they “like when companies have a moral message.” 

YouGov data also reveals the different types of brand communication that have ever led Etsy’s consumers to purchase. 

Just over a third (34%) of this group claims that branded e-mails led them directly to purchase. Another 27% say offers via social media led them to a purchase and 22% say the same about direct mail. 

Explore our living data - for free

Discover more retail content here

Want to run your own research? Run a survey now

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles. 

Photo by Annie Spratt on Unsplash