There are some sales trends that come around every summer. Ice cream sales will likely trump hot chocolate sales. Short-sleeve shirts will be more popular than thermals. Baseball caps will beat beanies.
There are also some online sales trends that have remained popular throughout 2023. Sustainability is a key factor in purchasing decisions. Affordable luxury has remained resilient during a cost of living crisis. Wellness products are still riding high post-Covid.
For brands that can merge both the seasonal and yearly trends, there is a wide range of opportunities to boost their online sales. Here are a few examples.
‘Slow gifting’
Summer is the prime season for weddings, family get-togethers and at-home hosting, which also makes it prime time for gifting. According to Etsy, slow gifting will be a key trend this summer as it combines consumers' desire to be more sustainable with a preference for giving meaningful gifts.
High-quality crafted items (i.e. those made with eco-positive materials or using traditional methods), vintage articles and unique finds that make gifts stand out will be particularly popular with Etsy seeing a 943% YoY increase in searches containing “wedding gift couple unique”. Sellers should therefore think about marketing their products and optimising their marketplace listings in ways that highlight both trends.
Doubling down on outdoor products
Outdoor is very much in vogue when it comes to the summer months. From climbing, sailing and hiking to DIY, crafting and foraging, there are a range of activities that shine when the sun does.
Combining with 2023’s sustainable and wellness trends, products that focus on outdoor health (i.e. hiking gadgets or sporting equipment) or can be used for wholesome outdoor activities (i.e. lawn games or woodworking tools) will be in high demand and sellers should ensure their listings highlight their beneficial outdoor uses (even sellers that don’t traditionally sell outdoor products can ‘summer-fy’ their listings).
Making homes summer-ready
Outdoor doesn’t mean just the Great Outdoors. During the summer, many consumers spend more time in their garden, terraces or front lawns, or look to enhance the window-facing areas of their living spaces, such as conservatories or front rooms. For example, Etsy witnessed an 89% YoY increase in searches for “porch decor ideas”.
Sellers can therefore take advantage of the increase in at-home hosting events by merging their products with 2023’s affordable luxury, sustainable and wellness trends. Plant holders for entryways. Nature-inspired designs for porches. Even brightly-coloured crockery and glassware for kitchens for that little feel of luxury. Getting creative with marketing can help sellers shift traditionally non-summer products.
Adding luxury
As surprising as it might seem during a cost of living crisis, sales of luxury items have been immune to dips. A report from Wunderkind found that a whopping 89% of consumers intend to ‘maintain or increase their online luxury purchases in 2023’, while Gen Z and Millennials are leading the way in affordable luxury fashion purchases despite their relative lack of wealth compared to older generations.
Clothing (34.4%), skincare and makeup (27.2%), and shoes (15.2%) were the top three categories of luxury goods most frequently purchased online, according to the report, so sellers that can combine these trends with traditional summer purchases - i.e. linen shirts, leather sandals or lush after-sun lotions - can take advantage.
When trends collide
Trends are not mutually exclusive. They rise, dip, combine and detach. Keeping on top of key yearly and seasonal trends will help you enhance your online marketplace sales. For advice on key online marketplace trends, get in touch with eManaged.
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