Lauren Keating

People are still buying, they’re just getting more selective about who they buy from👀

And in a market that’s noisier than ever with more sellers, more sameness, more AI and more stuff that looks like it fell off a Temu lorry…

The literal only thing that cuts through is being really, really clear about who you are, who you’re for and why choose you.

This is NOT the time to blend in!

The sellers winning right now aren’t the ones with the lowest prices or the cleverest hacks. They’re the ones whose shop feels like it was made for a specific person, so when that person finds them, it’s an instant “”OMG yes this is what I was looking for!”

(And babes… That’s literally how you build your brand 🥰)

Building and strengthening your brand right now, while everyone else is copying and undercutting each other, is the smartest thing you can do 💛

Do you have a strong brand? Do you know what you stand for and what makes you different and who exactly you’re creating your products for?!

Here’s what that looks like 👇

Step 1: Build your brand foundation Don’t stress about a logo or a colour palette - this the why behind what you make and who you’re making it for. Your brand is what makes you memorable to your dream customer.

Step 2: Pick one visibility platform Instagram, Pinterest, YouTube… just one. You don’t need to go viral, you just need a place to get found outside of Etsy.

Step 3: Build connection with simple content Get attention, attract the right person, invite action through that brand foundation. Show the meaning behind your products, the lifestyle and values your customer can relate to, the behind the scenes. Content builds familiarity with your future customer for the next step…

Step 4: Give people a reason to take action Move them somewhere you actually own. A freebie, a discount for joining your list, a reason to step out of the platform and into your world. We’re moving your borrowed audience to one that’s actually yours to keep.

This is how Etsy and algorithm hiccups stop feeling so heavy and how you stop starting from scratch every time something changes. 💛

Drop me your biggest struggle in your product biz in the comments and I’ll help you figure out your next move 🥰

2025 has been a blast and ohhh am I excited for what’s next! 🥰

2026 is going to look very different for small biz owners…

And no, this isn’t a “panic and pivot everything” kind of prediction 🙃

It’s more of a gentle nudge to start thinking a little deeper about what’s shifting and how we can stay rooted, visible, and ready.

(And if you want a deeper run down comment 2026 and I’ll send you my full Youtube video!)

From the rise of snail mail (yep, it’s back 💌) to Etsy’s personalised feed changes, to buyers wanting brands that feel human...

This is the stuff I’ve been noticing behind the scenes: in the data, in client convos, in my own business.

So I pulled together the 6 trends I believe will shape the year ahead, with some honest thoughts on what they actually mean for you as a maker, creator, or Etsy seller.

Swipe through, save it for later, and come tell me...

Are you already feeling any of this in your biz?

✨👀💛