It’s in the air … there’s a distinct feeling that wedding gowns are getting bigger on Etsy. Have you felt it?
If so, you were right. Because around the time 2009 rolled over into the new decade, Etsy shoppers found themselves growing remarkably more confident, and demanding more from designers they found there.
In a general way, Google Insights backs this phenomenon up. The phrase “Etsy weddings,” which includes more specific variations such as “Etsy wedding rings,” has trended up dramatically. Maybe not quite with equal ferocity to “DIY weddings”, which rocketed up as the economy sputtered, but they’ve been waltzing to the same tune. From the chart, you see an unusual dip over the 2009 holiday season, but an even more impressive climb as 2010 begins.
Etsy Brides Are Early Adopters
This chart’s a dead giveaway to where Etsy brides lie in the buying cycle. Patterns like this, primarily coastal, are a clear sign that shoppers have just started to get their feet wet, and the market is poised to grow a great deal.
If, in contrast, the interior was all darker blue, it would indicate saturation and suggest that the Etsy wedding market was reaching maturity.
Breaking it Down
So, what specifically are brides seeking for on Etsy? Here, Google Insight delivers again. As shown below, brides most often search for invitations, wedding gowns, and jewelry. (We can safely attribute the phrase “etsy blog” to the popular destinations Etsy Wedding Team and Etsy wedding).
Now we know at a basic level what brides are hoping to find at Etsy. Clearly, there are preferred items, like invitations, gowns and jewelry, and things they might be typing in less often, such as “table flowers” or “candelabra.”
Getting More Detail
The number of searches on Etsy weddings is actually fairly minimal compared to mega-searches like “Megan Fox” or “American Idol,” which leads to limited granularity. That means, it’s not easy to find what more specific key phrases brides are typing in.
Fortunately, that’s where the Google Search-Based Keyword Tool comes to our rescue. There, we discover that — putting aside niches like “medieval gowns” for the time being (though they’re very popular on Etsy!) — brides specifically on Etsy’s site are combing listings for things like:
- wedding gowns in materials like cotton (720 searches last month)
- and hemp (80 searches),
- and in styles and eras like 1950s (461),
- 1960s (115)
- and mod (66).
In invitations, they hope to find:
- Save-the-dates and Save-the-date magnets (1000 and 1500 searches, respectively),
- Plantable wedding invitations (540),
- Printable wedding invitations (540), and
- Photo invitations (385).
“Unique” also ranks very high in Etsy invitation searches.
Finally, for jewelry, Google reveals a bridal preference for:
- Design-your-own engagement rings (12,000) and wedding rings (440),
- Diamond engagement rings (280) and wedding bands (337),
- and styles and materials like “braided” ( 155), “pave diamond” (125), and “black titanium” (125).
Why Etsy?
It’s actually a little surprising to see the enthusiasm for buying involved and high-ticket items such as wedding gowns from a source as decentralized as Etsy. Yet, the chart below shows that interest in gowns and invitations have clearly shot up in 2010.
Why are brides so willing to make that leap, and buy an item that typically eats up 5-10% of their total budget from a designer whose reputation is far less established than someone like Carolina Herrera or Jenny Packham? We asked some of Etsy’s top sellers in wedding gowns for their thoughts.
Brides go to Etsy because “they get to work directly with a designer,” said Monique of ouma. “Some of my customers come to me with a vision that’s inspired by one of my listings, and then they get to customize the details and colors.
“I think they’re looking for something unique, rare, carefully crafted, not mass-produced … and they like the thought of supporting a small business.”
Designer Holly Stalder agreed, saying “Brides shopping on Etsy are intrigued by the idea of something made just for them.”
And as for the mad rush to Etsy invitations?
“Brides are looking for something new and fresh, but trying to save money at the same time,” said Teresa at Appleberry Ink. “I think the brides get more attention from us individual artists as opposed to working with a sales rep at the larger retail places.
“I also love color and brides seem to be leaning more toward wanting colorful things too. For too long it’s been ivory or white paper with raised lettering. Not that there’s anything wrong with that, but it’s not very exciting. There will always be those who go the ultra-traditional route … it’s just not for everyone.”
Beyond the Search Terms
We’ve examined this trend from the search side, but now let’s take a look at what brides are actually buying, talking about and “hearting” on Etsy itself, using Wedsy, an independent service that shows Etsy bridal items with the most attention and buzz.
Looking at some of the top wedding gowns on Etsy, we see these are ambitious dresses, with both pricing and style spanning a wide range. All are custom, and high-end materials dominate, such as silk chiffon, crepe and French lace.
On one hand you have the stylistic minimalism and affordable price point of a J. Crew gown, though with perhaps more romantic fabrics (”Calla Lily”), and then in contrast, a $5,000 three-piece fantasy with a tulle overskirt (”Love in the Mist”) that can be embellished with crystals for another $1000, gorgeously photographed by Stephanie Williams.
Styles range even further with Stephanie Madesh’s dramatic, even slinky, body-con design.
In invitations, the botanical-eco theme is immediately apparent, with many of the top sellers featuring recyled paper and nature-centric designs. An indie vibe is also upheld with ethnic references, like mendhi and Oriental patterns.
Wrapping Up
As a final cheat sheet, if you’re an Etsy seller who wants a point of reference for the market, remember to:
- Check Google Trends for your meta-category (wedding invitations, wedding rings).
- Check Google’s Search-Based Keyword Tool for deeper searches within your category.
- Check Wedsy to see what’s getting the most attention.
In short? Etsy wedding sellers have a lot to look forward to. In 2010, brides are poised to pull the trigger on more elaborate, custom and high-priced items with greater confidence. Their goal? The ideal indie-couture experience … at a value-conscious price.
