We need to talk about that one product.

The one that surprised me.

The one that scaled faster than I ever expected.

The one that changed everything.

It was a seasonal fudge advent calendar, born from necessity, built from curiosity, and scaled with strategy.

That one listing made me over £40,000 in profit and not just once. I recreate and relaunch it every year, and it still sells itself.

But this blog isn’t just about fudge.

It’s about why that listing worked and how you can apply the same principles to your own shop, whatever you sell.

The Truth Behind a Bestseller

Here’s what most people think makes an Etsy product go viral:

• Beautiful photos

• A unique product

• Posting about it constantly

Those things help. But they’re not the reason behind a true bestseller.

In my case? The product was good but the system was better.

Because when a listing is positioned right, priced right, and promoted with purpose, it sells on its own.

I didn’t hustle for every sale. I built a system once, and it worked again and again.

What Made This Listing Work So Well?

Let’s break it down.

1. It Solved a Clear Problem

Yes, fudge is a treat but this listing wasn’t just sweets.

It was a fun, personalised, allergy-friendly advent calendar that gave people:

• A thoughtful gift idea

• A solution for tricky dietary needs

• A festive experience for kids or partners

It wasn’t about what I wanted to sell. It was about what they wanted to buy.

Ask yourself: What specific problem or desire does your product solve?

2. It Was Created for a Niche Audience

I didn’t try to appeal to everyone.

This was built for:

• Parents

• Foodies

• People looking for handmade gifts with a twist

Your niche isn’t about limiting your audience. It’s about helping the right people say “this is for me.”

If you’re not getting sales, it might be because no one’s sure your listing is meant for them.

3. It Had Built In Urgency

It was seasonal which meant natural urgency.

People had a deadline.

They needed it by December 1st.

And I had a limited number available.

I didn’t need to “push” it. The product itself had built-in FOMO.

Even if your product isn’t seasonal, you can build urgency with:

• Limited-time bundles

• Bonuses

• Processing deadlines

• Flash restocks

4. It Was SEO-Optimised (Long Before I Understood SEO)

This bit happened almost by accident at first but I studied what worked and repeated it.

I used long-tail keywords like:

• “Fudge advent calendar”

• “Vegan chocolate advent gift”

• “Alternative advent calendar adults”

Over time, the listing ranked in Etsy search and stayed there.

Tip: Use a tool like Everbee to find high demand, low competition keywords in your niche.

Or just take my quiz, I’ll tell you if SEO is your current bottleneck.

5. I Promoted It on Purpose

I didn’t just “post and pray.”

I created:

• Pinterest pins

• Reels showing the packaging

• Email reminders to past customers

• Simple “coming soon” stories in September

I focused only on that product for 6 weeks. That focus paid off.

Strategy: Instead of promoting 10 things vaguely, promote 1 thing clearly.

What I Learned (That Changed Every Product I Launched After)

After that listing took off, I looked back and realised, this wasn’t luck.

It was a formula.

Now, I apply the same structure to:

• Digital products

• Seasonal items

• Launches inside my coaching business

And it works. Every time.

Here’s the takeaway:

Bestsellers aren’t found. They’re built.

How to Apply This to Your Etsy Shop

If you want to turn one of your products into a bestseller, here’s where to start:

Step 1: Pick One Product

Choose one item that:

• Solves a clear problem

• Has potential to scale (seasonally, digitally, or in bundles)

Don’t try to “test” 20 things at once. Go all in on one.

Step 2: Optimise It

• Title: Front-load with your best keyword

• Tags: Match real Etsy searches

• Description: Clear, skimmable, benefit-focused

• Photos: Mix of clean product shots, context/lifestyle images, and a simple mockup

Need help with this? I walk you through it inside the Etsy Profit Blueprint https://rebeccaeggleton.com/etsy-profit-blueprint

Step 3: Promote It on Repeat

Use the rule of 3:

• Talk about it weekly in stories

• Pin it multiple times on Pinterest

• Mention it in 1–2 posts every week (even if it’s subtle)

Most people stop promoting too soon. Your audience needs repetition.

Resources

• Take the Etsy quiz https://rebeccaeggleton.com/which-etsy-growth-path-are-you-on-quiz

• Learn the full strategy inside the Etsy Profit Blueprint https://rebeccaeggleton.com/etsy-profit-blueprint

• Everbee – Product research & keyword validation

• Etsy Seller Handbook – Listing Optimisation

Final Thought — Your Bestseller Might Already Exist

You don’t need to start over.

You don’t need 50 new listings.

You might already have the product, you just haven’t built the system behind it yet.

Start by taking the Etsy quiz, it’ll tell you what’s missing from your sales process.

Or go all in on the system that helped me build a £40k product from my kitchen:

Let’s build your bestseller, on purpose this time.