Etsy sales and “handwashing”

I don’t want make too much of this, but it’s interesting that as retail sales and consumer spending have fallen, and, you know, media coverage of the economy has basically devolved into one extended freakout, Etsy says its sales have continued to rise.

• $7.93 million of goods sold — a 5% increase over August.
• That represents 544,157 items sold, a 5.3% increase from August’s stats.

Interesting. Etsy’s not exactly positioned as a bargain-hunting site. Maybe all it means is that its in a growth phase, being still relatively small, that would be pronounced in a more optimistic economy. Or maybe it means that “handmade” stuff is holding onto value in consumer minds that more mass goods are not holding onto.

The latter theory reminds me of something I read the other day on the Greenjeans blog, which asked, “Is ‘handwashing’ the new greewashing?” Basically this refers to making stuff look handmade.

I wonder if I didn’t see a hint of the next big marketing trend today on the cover of the graphic design magazine HOW: “Incorporating Handmade Elements.” They actually call it “Design 2.0” suggesting the techie look is out and the handmade look is in.

Greenjeans’ Amy Shaw continues:

I think perhaps because handmade makes us feel safe, and makes huge corporations seem kinder and gentler. And in today’s struggling economy, those companies that can make consumers feel warm and fuzzy will have a huge advantage.

Maybe this helps explain Etsy resilience? If so, then perhaps there’s more “handwashing” to come. . .