Younger hipsters. :)

I guess it makes sense considering Etsy is geared to customers like hippies, yuppies, yippies, punk bartenders, tattoo artists, bicycle mechanics, and hipsters roughly 27-50.

Expand the demos: build vs. buy. If you have the cash, buying is faster. If you don't, sweat equity build-out into adjacent categories and demos but it's slower.

Edit: Oooh, the hipsters don't like being called "hipsters." Trigg-ered. :DD That's okay, I'm half-hipster and half-yippie.