Now you and I know a good a bit about marketing just from being aware of the world around us. We know stores carry goods for the upcoming season, not for the season that is ending. We also understand why; people generally like to buy goods that they soon will need, not goods they will need eventually and have to store for awhile.
But Etsy is smarter than that. That is why they will be starting the "Back to School" feature after most students are actually back in school. I am sure that there will be millions of people out there who after their first few days in school will say, "I hate this Walmart junk, it's destroying my soul," come to Etsy, see the "Back to School" promotion, and start shopping. It is much more likely than people coming to Etsy before school starts and going shopping for school related items. Maybe. Not.
Will they start the Halloween promotions in late October? Will Winter Holiday features come in mid-December? Do they know shipping takes time too, so they need to plan that much more ahead? Do we have to send them a calendar with dates circled for when they should start these seasonal promotions? And most importantly, will my shop be mysteriously closed if I do send them a calendar with... umm, strongly worded directions?
The author of the above is right. Etsy is yet again dropping the marketing clue ball.
Several years ago Food Network (finally!) caught on that showing programs packed with delectable Christmas recipes would be more useful in November when you are beginning to think what you want to serve on the big day. Every year I would bitch at the screen "It's 11pm December 23rd! Why show me this now!? I needed this a week ago!" Now they are two weeks to a month ahead of major holiday binge fests. Now on Xmas day you watch shows for appetizers and tasty kibbles for your New Years parties.
The B&M guys have known this marketing fast forward for decades, that's why you have known since birth that the day after Thanksgiving is the official start of Xmas.
Can't Etsy do ONE thing in symmetry with any other retailing standard?