September 14, 2022 | 9 minute read

Help Build Buyer Loyalty This Holiday Season

Check out tips for wowing shoppers with great customer service—and encouraging them to keep coming back for more.

Avatar image for Etsy Staff by Etsy Staff
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With the holidays approaching, you may be focusing on stocking up on inventory and developing a marketing strategy to attract gift buyers. Now is also a great time to revisit your approach to customer service. If buyers have a positive experience purchasing from your shop this holiday season, they're more likely to keep coming back long after the holiday season is over.

It can be challenging to keep customer service top of mind when you're juggling an influx of seasonal orders and your own holiday preparations. When you're feeling overwhelmed, remind yourself that your customer service style is a component of your brand identity, not just an additional task in your busy schedule. Plus, having strong customer service principles to guide you can help offset the stress that often accompanies this busy season.The following tips will help keep you on track.

Prioritize clear and timely communication

Respond to messages promptly: Our data shows that sellers who typically respond to messages within 24 hours are more likely to receive a 5-star review.* A quick response can help dispel any hesitation a shopper might have about your business or your products. It also gives you an opportunity to make a personal connection, which can lead to repeat business. The Etsy Seller app makes it easy to respond to these messages on-the-go, and lets you know if an order is from a repeat customer.

While it’s important to personalize the messages you send, you can save time by using saved replies to keep a library of frequently used responses on hand.

Add clear photos and listing descriptions: Clear product photos and listing descriptions that are packed with information will put to rest any remaining concerns a shopper might have. Use all ten photo spots to show off all the angles of your item and how it might be used. You can also add videos to your listings to give shoppers a better idea of your products. For vintage items, be sure to document any areas of wear.

In your listing descriptions, include any relevant dimensions. A customer who thinks she’s buying a dainty charm necklace will be disappointed when she receives a chunky statement piece. Also spell out what materials were used to make the item and any relevant care instructions, such as whether it can be machine washed.

Establish clear policies: Providing detailed shop policies can help buyers make more informed purchases. Be clear about your shop policies on refunds, exchanges, and returns. Try using Etsy’s shop policies templateto create policies that are quick and easy for shoppers to understand at a glance.

Deliver on shopper’s expectations

Update your processing times: Processing time indicates how much time you need to get an order ready to ship and get it to your shipping carrier. The processing time you list helps set expectations with buyers before purchasing an item, and shorter processing times can possibly increase your sales. Quick delivery is an important factor for shoppers. Try adjusting your stated processing time to give buyers what they want, while staying realistic and accurate about the time it will take you to prepare the item and coordinate shipment. If you’ve accounted for shipping times in your set processing time, we recommend removing that buffer.

Share estimated delivery dates: We’ve heard from a number of Etsy shoppers that knowing when an item should arrive is one of the most important factors in making a purchase, and sharing estimated delivery dates makes it easy to eliminate the guesswork. Your Etsy shipping profiles let you add important information, like your select carrier and mail class, so we can calculate the date range for different destinations and shipping upgrades.

Based on your listing’s set processing time and shipping carriers, we’ll show shoppers an estimated delivery date range of when their items should arrive, making it easier to manage your orders and reducing the volume of messages from customers during the holiday rush. Update your shipping profiles.

Offer gift wrapping services: When holiday shoppers are busy checking items off their to-do lists, having gifts arrive already wrapped goes a long way (especially when it means they can ship them straight to recipients). If you choose to offer gift wrap, customers will see the option to add it to their order for an additional fee. They'll also have the option to add a gift message to their order at no charge. Turn on gift wrap in your shop.

Once you enable gift wrapping, shoppers will be able to see that you offer gift wrap on each listing in your shop and get a preview of what their gifts will look like.

Establish a strong reputation

Earn positive reviews: You work hard to provide great products and customer service which can, in turn, lead to positive reviews. Prioritizing communication and prompt shipping can increase your likelihood of receiving positive reviews. Seeing that others had a positive experience with your shop helps new customers feel comfortable making a purchase—especially if they’ve never purchased from your shop or Etsy before.

Add an about section: Your about section is the first place shoppers will look if they want to get to know you better. If your about section hasn’t been filled out, take this opportunity to share how your shop got started, list what inspires you, and let customers know who else works on your business with you. Add or update your about section.

Develop a social media presence: If you’re just starting to make sales, developing a social media presence can provide another point of reassurance for potential buyers. Try taking your followers on a virtual tour of your studio with Instagram stories, or sharing process videos as you fulfill holiday orders. Find more tips for connecting with your audience in our Ultimate Guide to Social Media Marketing.

Prepare for the unexpected

As much as you prepare for the holiday rush, you might find yourself dealing with an angry customer or falling behind on orders. It happens to the best of us! Considering how you’ll handle customer service challenges before they occur can provide peace of mind.

Communicating delays: Be transparent with your buyers if you can’t fulfill an order or meet your processing time. If you anticipate a delay, tell your buyer as early as possible. Many buyers are comfortable waiting longer than expected for their orders as long as you keep them in the loop.

Etsy helps message major carrier delays to buyers, and adjusts transit times for top carriers for sellers when we detect carrier delays. You may also choose to let your buyers know about delays and when you plan to ship their orders through Messages or by using your shop announcement. Here’s an example of a message you can share with your buyer if you think an order may arrive later than expected:

I wanted to keep you updated on the status of your order. Due to potential shipping carrier delays, there’s a chance your package may not arrive on the originally estimated date. Rest assured I’ll keep you updated along the way as I get new information from the carrier. Please feel free to message me if you have any questions.

Keep social followers in the loop: In addition to helping build your brand’s reputation online, social media is also a good way to keep your network up-to-date on news about your shop and let them know how you’re doing. It can also provide an opportunity for them to connect with you and your brand on a more personal level.

Consider Vacation Mode: If you need to take a break from accepting new orders, you can put your shop on Vacation Mode. Putting your shop in Vacation Mode will remove items from public view and prevent buyers from making new purchases. Just keep in mind that you should fulfill or refund any open orders.

With vacation mode, you can set up an auto-reply for people who send you a Message, and shoppers can sign up to get a message when you return. You can customize your shop banner or cover photo, and update your shop announcement to let everyone know you’re taking a break.

Keep a consistent tone

It's no secret that the way you communicate says a lot about your business. Your communications with customers should convey professionalism and reliability, while still reflecting your brand. Look back at past conversations to assess your tone and make any necessary adjustments. Be sure to maintain a high standard for customer interaction—even during the busiest of times.

*Based on an analysis of purchasers between June through August 2020 which shows that sellers who respond to a buyer message within 24 hours at least 80% of the time are more likely to get a 5-star review.

Return to the Ultimate Guide to Holiday

Avatar image for Etsy Staff Words by Etsy Staff

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