As Amazon, Walmart, and Target race to out‑discount one another during summer deal season, Etsy has taken a very different approach. Instead of trying to beat the giants at their own game, Etsy launched its cheeky, defiant “Shop Other Jeffs” campaign — a celebration of the thousands of non‑billionaire sellers named Jeff who make pottery, lighting, furniture, and handcrafted goods across the country.
As noted by Retail Dive, the message is simple and sharp: there’s more than one Jeff worth shopping from. And more importantly, there’s more than one way to win in retail.
For catalogers, this campaign could serve as a blueprint.
The Big Insight: Consumers Are Hungry for “Not Amazon”
Etsy’s campaign works because it taps into a cultural moment. Shoppers are increasingly skeptical of billionaire‑driven, mass‑produced commerce. Etsy’s CMO Brad Minor put it plainly: the platform represents an alternative to “anonymous, monolithic, mass‑produced commerce,” and that message “has never felt more urgent.” Retail Dive
Catalog brands, especially those with deep product knowledge, curated assortments, and loyal niche audiences, are perfectly positioned to ride this same wave.
Print has always been the opposite of algorithmic sameness. Catalogs are slower, more intentional, more human. They invite browsing, discovery, and connection. They elevate the story behind the product, not just the price.
What Catalogers Can Learn from Etsy’s Playbook
- Make Smallness a Strength: Etsy didn’t try to pretend it was Amazon. It leaned into being the alternative — the place where real people make real things. Catalogers can do the same by highlighting:
- Makers, designers, or craftspeople behind products
- Small‑batch production or limited‑edition runs
- Regional sourcing or heritage manufacturing
- The human touch: handwritten notes, curated collections, expert buyers
- Celebrate the “Special Finds” Factor: Etsy’s campaign positions its marketplace as the antidote to mass‑produced sameness. Catalogers can double down on this by showcasing:
- Seasonal exclusives
- Limited‑run colorways
- Curated “editor’s picks”
- Items you won’t find in big‑box stores
This is where print shines: a catalog spread can make a product feel rare, intentional, and worth lingering over.
- Use Humor and Humanity to Stand Apart. According to Retail Dive, Etsy’s tone is “human, direct, and a little defiant.” Catalogers don’t need to be snarky, but they can be:
- Warm
- Personal
- Self‑aware
- Proudly independent
A playful headline like “We’re Not Billionaires — But We Do Know Great Towels” or “Small Team, Big Taste” can cut through the noise.
- Put Real People at the Center. Etsy’s campaign works because it spotlights real sellers with real stories. Catalogers can feature:
- Longtime customers
- In‑house product experts
- Artisans or suppliers
- Employees who know the product inside and out
Why This Matters for Catalogers Right Now
Etsy’s campaign is a reminder that scale isn’t the only path to relevance. In fact, being smaller, more curated, and more human is becoming a competitive advantage.
Consumers are overwhelmed by choice. They’re tired of sameness. They want to feel good about what they buy and who they buy it from.
