Positioned to counter the upcoming Amazon Prime Day sales event, Etsy has launched a marketing campaign focused on non-billionaire sellers on the platform named Jeff.
The “Shop Other Jeffs” campaign includes a limited-edition collection of “Shop Other Jeffs” merchandise, according to an announcement Monday from Etsy Chief Marketing Officer Brad Minor.
“Etsy represents an alternative to anonymous, monolithic, mass-produced commerce with our community of more than six million sellers at the center,” Minor said in a statement shared with Retail Dive. “That message has never felt more urgent than it does right now, and we wanted to say it in a way that was human, direct, and a little defiant.”
The campaign highlights sellers, including pottery maker Jeff Brown, woodworker Jeff Zabriskie and more. Etsy estimates there are over 5,000 sellers on the platform named Jeff.
A rollout of the campaign over the coming weeks includes broadcast TV placements, paid social on YouTube and TikTok, as well as out-of-home activations in New York City, Seattle and Washington, D.C.
Amazon’s Prime Day event was moved back to June this year — compared to July in 2025 — and runs for four days from June 23 to June 26. Other retailers also moved their competing sales up sooner, with Walmart’s deals event happening from June 22 through June 28 and Target’s Circle Deal Days running from June 23 through June 26.
