Etsy has kicked off the holiday season with a new marketing campaign designed to position the platform as the go-to destination for meaningful, personalised gifts.

Emphasizing the unique, handmade items from its over six million small sellers, Etsy aims to “supercharge” the gift-giving experience for shoppers seeking thoughtful options.

Etsy’s holiday campaign spans TV, billboards, social media, influencer marketing, and experiential events, all highlighting the personal touch of Etsy sellers.

“Earlier this year, we shared our vision to create a gift shopping experience that supercharges everyone’s gift-giving potential. And today—as we kick off the holiday season—we’re lighting up our marketing to ensure shoppers think of Etsy first for all their gifting needs,” Brad Minor, Chief Brand Officer, said.

The campaign’s central ad tells the story of Waldo, the iconic character from the “Where’s Waldo?” series, who is usually spotted in bustling settings but rarely feels seen.

In the ad, Waldo finally experiences true recognition when he receives a custom Etsy gift from a close friend, capturing the personal connection that Etsy hopes to inspire in shoppers.

“Only when he returns home and receives the perfectly personalised Etsy gift from his best friend, does he finally feel seen,” Minor added.

Expanding the campaign, Etsy is collaborating with stars such as Drew Barrymore, its “Chief Gifting Officer,” and Naomi Osaka to spotlight their favorite finds on the platform.