Selling squishies on Etsy offers a delightful opportunity to enter the popular stress-relief toy market with relatively low startup costs. These soft, slow-rising foam toys have captured the hearts of collectors, children, and stress-relief enthusiasts worldwide. Starting your own squishy business allows you to tap into this growing trend while building a creative enterprise that brings joy to customers and profits to your pocket.

What Are Squishies and Why Do They Sell?

The squishy toy phenomenon continues to grow as more people discover these satisfying stress-relievers. Squishies are soft, foam-based toys that slowly return to their original shape after being squeezed, providing a uniquely satisfying sensory experience. Their popularity stems from their tactile nature, cute designs, and the oddly satisfying experience of watching them slowly rise back to shape after compression.

Most squishies appeal to specific market segments based on their design, size, and features. Food-shaped squishies like cakes, bread, and fruits remain consistently popular among collectors and children alike. Animal-shaped designs featuring cats, pandas, and other cute creatures attract younger audiences and animal lovers. Character-based squishies inspired by popular cartoons or anime series tend to sell quickly among fans of those franchises.

Scented varieties add another dimension to the sensory experience, with fragrances matching their appearance (strawberry for strawberry-shaped squishies, for example). Size variations also matter significantly in the marketplace, with jumbo squishies commanding premium prices while mini squishies often sell as affordable impulse purchases or in bundled collections.

Who Buys Squishies on Etsy?

Understanding your target audience helps you tailor your products and marketing strategies effectively. Children and teenagers represent the primary demographic for colorful, character-based, and food-shaped squishies. These younger buyers often influence parents’ purchasing decisions through “pester power” or receive squishies as gifts.

Young adults and college students frequently purchase squishies as desk accessories, stress relievers during exam periods, or cute decorative items. Their preferences typically lean toward aesthetically pleasing designs that match their personal style. Dedicated collectors seek rare, limited edition, or particularly well-crafted squishies to add to their collections, often willing to pay premium prices for unique items.

People specifically looking for stress-relief tools constitute another significant market segment. These buyers value the therapeutic squeezing action and may prefer larger squishies with excellent slow-rising properties. Gift shoppers represent a substantial seasonal market, especially during holidays, birthdays, and special occasions when squishies make perfect affordable presents.

Creating Your Squishy Shop on Etsy

Establishing a professional-looking Etsy shop requires attention to detail and strategic planning. Begin by signing up for an Etsy account if you don’t already have one, then click the “Sell on Etsy” button to initiate the shop creation process. Select your shop preferences including language, country, and currency options that best suit your business model and target audience.

Choosing a memorable shop name represents one of your most important branding decisions. Your name should reflect your squishy niche while remaining distinctive enough to stand out in search results. Consider including keywords like “squishy,” “squish,” or “kawaii” if they fit naturally with your brand identity.

Setting up comprehensive shop policies builds customer trust and prevents misunderstandings. Clearly outline your return and exchange policies, processing times, and shipping methods to set appropriate expectations from the start. Many successful squishy sellers offer 30-day return policies for unopened items while excluding customized products from returns.

Designing Your Shop’s Visual Identity

Visual elements play a crucial role in attracting potential customers to your squishy shop. Create an eye-catching shop banner that showcases your best products and communicates your brand personality. Professional-looking banners typically feature high-quality images of your squishies arranged attractively with your shop name prominently displayed.

Your profile picture should reinforce your brand identity, whether through a logo, a photo of yourself (if you’re the face of your brand), or an image of your signature product. Consistency between your banner, profile picture, and overall aesthetic helps build brand recognition among repeat visitors to your shop.

Writing a compelling shop announcement and detailed “About” section helps customers connect with your brand story. Share your passion for squishies, explain what makes your products special, and highlight any unique aspects of your business such as handmade creations or eco-friendly packaging. Personal touches in these sections help humanize your shop and build emotional connections with potential buyers.

Finding Quality Squishies to Sell

Sourcing high-quality products at competitive prices represents a fundamental challenge for any squishy business. Wholesale suppliers offer the most common sourcing option, providing ready-made squishies at bulk discounts. Popular wholesale platforms like Alibaba, AliExpress, and DHgate connect sellers with manufacturers, primarily based in Asia where most squishies are produced.

When evaluating wholesale suppliers, consider several critical factors beyond just price. Minimum order quantities (MOQs) can significantly impact your initial investment, with some suppliers requiring purchases of 50-100 units per design. Product quality varies dramatically between suppliers, so requesting samples before placing large orders helps prevent disappointing your customers with subpar merchandise.

Shipping times and costs from international suppliers can affect both your inventory planning and profit margins. Many suppliers offer different shipping methods ranging from economical but slow sea freight to expedited air shipping at premium prices. Customer reviews and ratings provide valuable insights into a supplier’s reliability, product quality, and customer service, making them essential research tools before committing to any supplier.

Creating Handmade Squishies

Crafting your own squishies offers a way to differentiate your shop with unique designs unavailable elsewhere. Handmade squishies typically command higher prices than mass-produced alternatives, with customers willing to pay for originality and craftsmanship. The basic materials needed include:

• Polyurethane foam: The primary material for squishy-making, available in different densities
• Acrylic or fabric paints: For decorating and creating designs on your squishies
• Quality brushes: For detailed painting work and applying sealants
• Sealants: To protect the paint and create a smooth finish

The squishy-making process requires patience and practice to master. Begin by cutting the foam into your desired shape, then paint your design using thin layers to maintain the foam’s squishiness. After the paint dries completely, apply a sealant to protect the design and enhance durability. Many successful handmade squishy sellers develop signature techniques that make their products instantly recognizable to collectors.

Crafting Irresistible Product Listings

Compelling product listings convert browsers into buyers through strategic presentation. High-quality photography serves as the foundation of successful squishy listings, showcasing your products in their best light. Invest time in creating clear, well-lit images that accurately represent your squishies’ colors, textures, and details.

Your photo collection for each listing should include multiple angles showing every side of the squishy. Size reference photos comparing the squishy to common objects like coins or rulers help customers understand the product’s dimensions. Action shots or GIFs demonstrating the squishing and rising action provide crucial information about the product’s performance – a key selling point for squishies.

Product descriptions require careful crafting to include both essential information and persuasive elements. Begin with an engaging opening that highlights what makes this particular squishy special or desirable. Include all relevant specifications such as dimensions, weight, material composition, scent (if applicable), and rising time to answer common customer questions proactively.

Pricing Your Squishies Strategically

Developing an effective pricing strategy balances profitability with market competitiveness. Calculate your base costs accurately by adding up all expenses associated with each product:

• Product cost: Wholesale price or materials cost for handmade items
• Etsy fees: Listing fees ($0.20 per listing), transaction fees (6.5% of sale price), and payment processing fees
• Shipping materials: Packaging, bubble wrap, tape, and shipping labels
• Labor costs: Your time spent creating, packaging, and shipping (especially important for handmade items)

Research similar products on Etsy to understand the current market rates for comparable squishies. Premium positioning works well for unique, handmade, or exceptionally high-quality squishies, while competitive pricing might be necessary for more common designs available from multiple sellers.

Consider implementing strategic pricing psychology such as charm pricing (ending prices with .99 or .95) or bundle pricing to encourage larger purchases. Many successful squishy sellers offer discounts on multiple purchases, creating incentives for collectors to buy several items at once.

Optimizing Your Listings for Etsy Search

Mastering Etsy’s search algorithm dramatically increases your shop’s visibility to potential customers. Titles play a crucial role in search ranking, so craft them carefully to include relevant keywords while remaining readable and appealing to humans. Effective titles typically include the product type, distinctive features, and intended use.

Keywords research helps identify the terms potential customers actually use when searching for squishies. Tools like Marmalead, eRank, or Etsy’s own search suggestions can reveal valuable keyword opportunities. Prioritize specific, descriptive terms like “scented strawberry cake squishy” over generic terms like “cute toy” that face intense competition.

Tags provide another opportunity to help Etsy’s algorithm understand and categorize your listings. Use all 13 available tags for each listing, focusing on relevant search terms:

• Product type: Squishy, slow rising squishy, foam toy
• Design specifics: Food squishy, animal squishy, character squishy
• Features: Scented, jumbo size, mini, collectible
• Benefits/uses: Stress relief, sensory toy, desk accessory
• Gift categories: Kids gift, stocking stuffer, party favor

Creating Category-Specific Optimization

Different squishy types require tailored optimization strategies to reach their ideal audience. Food-shaped squishies perform best with descriptive sensory language highlighting their appetizing appearance and any scents they might have. Keywords like “realistic,” “scented,” and specific food names (strawberry shortcake, chocolate donut) help these listings find their audience.

Animal squishies benefit from emotional language emphasizing their cuteness and charm. Include the specific animal type in your title and tags, along with descriptors like “adorable,” “kawaii,” or “cute” that shoppers frequently use when searching for these items. Character squishies require careful keyword selection to help fans find them without infringing on trademarks or copyrights.

Seasonal optimization keeps your listings relevant throughout the year. Update tags, photos, and descriptions to highlight holiday gift potential during November and December. Back-to-school season presents opportunities to position smaller squishies as backpack accessories or stress relievers for students, while summer might emphasize travel-friendly mini squishies for vacation entertainment.

Professional Shipping and Packaging

Effective shipping practices ensure your squishies arrive in perfect condition while controlling costs. Selecting appropriate packaging materials protects your products during transit and enhances the unboxing experience. Bubble wrap or tissue paper provides essential protection for individual squishies, preventing compression damage during shipping.

Sturdy boxes or padded envelopes offer external protection appropriate to the size and fragility of your products. Jumbo squishies typically require boxes, while smaller items may ship safely in padded mailers. Additional void fill materials like packing peanuts or air pillows prevent movement inside packages that could damage delicate details or decorations.

Setting clear shipping policies helps manage customer expectations and prevents disappointment. Specify your processing time (how long before you ship after receiving an order) and estimated delivery timeframes based on shipping methods offered. Many successful squishy sellers process orders within 1-3 business days and offer tracking on all shipments for customer peace of mind.

Creating a Memorable Unboxing Experience

Thoughtful packaging enhances customer satisfaction and encourages repeat purchases. Branded packaging elements like custom stickers, thank you cards, or tissue paper with your shop logo create a cohesive brand experience. These touches make customers feel valued while increasing brand recognition for future purchases.

Including care instructions helps customers maintain their squishies in optimal condition. Simple cards explaining how to clean squishies, avoid direct sunlight, and store them properly prevent customer disappointment from preventable damage. Many successful sellers also include small surprises like stickers, mini squishies, or discount codes for future purchases to delight customers.

International shipping considerations become important as your business grows. Research customs requirements for different countries to avoid delays or returns. Many squishy sellers include customs declarations that accurately describe products as “foam toys” with appropriate value declarations to prevent issues with customs authorities.

Marketing Your Squishy Business

Effective marketing strategies extend your reach beyond Etsy’s built-in traffic. Social media platforms offer powerful tools for showcasing your squishies to potential customers. Instagram works particularly well for visually appealing products like squishies, with its image-focused format perfect for showcasing your merchandise in attractive settings.

TikTok’s short-form video format provides an ideal platform for sharing satisfying squishy videos that demonstrate the squishing and rising action. These videos often gain significant organic reach when they tap into the satisfying content trend. Facebook groups dedicated to squishy collecting, kawaii culture, or stress relief products offer opportunities to connect with passionate communities interested in your products.

Email marketing builds lasting relationships with customers and encourages repeat purchases. Collect email addresses through your Etsy shop and send regular newsletters featuring new products, special offers, or behind-the-scenes content about your business. Many successful squishy sellers send monthly newsletters with exclusive discount codes to encourage subscriber loyalty.

Leveraging Etsy’s Promotional Tools

Etsy’s built-in marketing features help increase visibility within the platform. Etsy Ads allow you to promote your listings in search results and category pages, with control over your daily budget. Start with a small daily budget (around $1-2) to test performance before scaling up successful campaigns.

Sales and promotions create urgency and attract price-conscious shoppers. Etsy’s promotional tools allow you to easily set up percentage discounts, fixed amount discounts, or free shipping offers. Strategic timing of these promotions around holidays, back-to-school season, or other relevant events maximizes their effectiveness.

Etsy’s offsite ads program promotes your listings on Google, Facebook, Instagram, and other platforms, charging a fee only when these ads result in sales. While the fees (12-15% depending on shop size) impact your margins, many sellers find the additional exposure worthwhile for increasing overall sales volume.

Building Customer Loyalty and Trust

Exceptional customer service forms the foundation of a successful Etsy business. Prompt, professional communication reassures customers and builds confidence in your shop. Aim to respond to all messages within 24 hours, maintaining a friendly, helpful tone even when addressing problems or complaints.

Handling issues effectively turns potential negatives into opportunities to demonstrate your commitment to customer satisfaction. Address shipping delays, damaged items, or product disappointments promptly with solutions rather than excuses. Many successful squishy sellers follow the “under-promise, over-deliver” principle, setting reasonable expectations then exceeding them whenever possible.

Encouraging reviews without violating Etsy’s policies requires subtle approaches. Include thank you notes with orders that gently mention how helpful reviews are to your small business. Respond graciously to all reviews, especially negative ones, showing potential customers that you value feedback and address concerns professionally.

Expanding Your Product Offerings

Diversifying your inventory keeps customers returning to discover new items. Complementary products like squishy keychains, phone straps, or display stands appeal to existing customers while attracting new ones. These accessories typically offer higher profit margins than the squishies themselves, improving your overall business profitability.

Themed collections create opportunities for bundle sales and collector interest. Releasing coordinated sets like “Dessert Collection” or “Woodland Animals” encourages multiple purchases from enthusiastic collectors. Limited edition or seasonal squishies generate excitement and urgency, with holiday-themed designs performing particularly well during relevant seasons.

Custom or personalized squishies command premium prices while creating unique value for customers. Offering personalization options like custom colors, scents, or even name imprinting on certain designs attracts gift buyers and those seeking something unique. These customized offerings typically require higher pricing to compensate for the additional time and materials involved.

Growing Your Squishy Empire Beyond Etsy

Expanding distribution channels increases your business’s stability and growth potential. Creating your own independent website gives you complete control over branding, customer experience, and profit margins without Etsy’s fees. Platforms like Shopify, Wix, or Square Online offer user-friendly e-commerce solutions with built-in marketing tools.

Wholesale opportunities allow you to sell larger quantities with lower per-item marketing costs. Approach local gift shops, toy stores, or boutiques with wholesale catalogs offering your products at 50% of retail price (standard wholesale pricing). Many successful squishy businesses find that wholesale accounts provide stable, predictable income that complements direct-to-consumer sales.

Craft fairs and local markets create opportunities for in-person sales and brand building. These events allow customers to experience your squishies firsthand – a significant advantage for products where tactile qualities matter. The immediate feedback from in-person customers also provides valuable insights for product development and marketing strategies.

Navigating Legal Requirements

Understanding safety regulations protects both your customers and your business. If selling to children (defined as under 12 years in many jurisdictions), ensure your squishies comply with relevant toy safety standards. In the United States, this includes the Consumer Product Safety Improvement Act (CPSIA), which requires testing for lead and phthalates in children’s products.

Intellectual property considerations become important when designing character-based squishies. Creating squishies that resemble copyrighted or trademarked characters without proper licensing can result in legal issues and shop closures. Many successful squishy sellers focus on original designs or obtain proper licensing for character-inspired creations.

Business registration requirements vary by location but become necessary as your business grows. Research your local regulations regarding business licenses, sales tax collection, and income reporting. Most jurisdictions require some form of business registration once you exceed certain income thresholds, with specific requirements varying by country, state, and municipality.

Start Your Squishy Success Story Today

Launching your squishy business on Etsy opens the door to a fulfilling entrepreneurial journey in a growing market. The relatively low startup costs and straightforward setup process make this business accessible even for beginners with limited resources. Your passion for these satisfying stress-relief toys can transform into a profitable venture with the right approach to product selection, marketing, and customer service.

Taking action today puts you one step closer to building your squishy empire. Begin by researching the market, identifying your niche, and planning your initial inventory based on current trends and your personal interests. Set up your Etsy shop with attention to detail, creating a professional appearance that inspires customer confidence from the start.

Success in the squishy market comes from combining business fundamentals with creativity and customer focus. By consistently delivering quality products, excellent service, and engaging marketing, you’ll build a loyal customer base that returns for new additions to their collections. Your squishy business can grow from a side hustle into a significant income source with dedication and strategic planning.

Citations: [1] https://www.reddit.com/r/Etsy/comments/o33q39/looking_for_advice_from_those_who_make_childrens/ [2] https://www.etsy.com/seller-handbook/article/1073421618228 [3] https://www.etsy.com/market/squishies_toys [4] https://www.etsy.com/market/squishies [5] https://www.etsy.com/market/squishy [6] https://www.etsy.com/listing/1640175196/squishy-products-custom-re-order [7] https://10web.io/blog/how-to-sell-toys-online/ [8] https://www.etsy.com/market/squishy_toy [9] https://www.createandthrive.com/the-dos-and-donts-of-selling-successfully-on-etsy