In December 2022, Emily Odio-Sutton launched an Etsy side hustle from her couch while watching an episode of Real Housewives. Although she doesn’t recall which show exactly, she clearly remembers the research that led up to that moment. With her oldest daughter set to start kindergarten the following year, Odio-Sutton needed a flexible source of income that could accommodate school pickups and after-school activities. Even though her 9-to-5 was a remote job, it didn’t provide the flexibility she needed.
Amid her “doomscrolling” online, Odio-Sutton discovered a series of YouTube videos about print-on-demand—an e-commerce model where sellers create designs for products like T-shirts, mugs, and tote bags, which are then printed and shipped by a third-party manufacturer when a customer places an order. Inspired, she decided to give it a try.
By 2024, her Etsy shop had generated over $236,000 in revenue—about $26,200 per month on average, according to documents reviewed by CNBC. In her best month, her shop earned $54,900, and she estimates that around a third of the revenue is profit. Her success has even allowed her to scale down her full-time job to part-time, providing her more flexibility to manage her business and family life.
Finding the Right Side Hustle Fit
Before starting her print-on-demand business, Odio-Sutton tried another side hustle, Amazon FBA (Fulfillment by Amazon). This business model involved buying trending items in local stores, shipping them to Amazon warehouses, and selling them through Amazon’s platform. However, it came with challenges. If a product lost popularity before she listed it, she would be stuck with unsold inventory. After three months, her house was overflowing with Hoka running shoes and makeup products, leading her to reconsider her approach.
Print-on-demand felt like a better fit. It required less upfront investment, no inventory, and minimal business experience. As a busy mom, Odio-Sutton needed a side hustle that didn’t require too much time, and print-on-demand was ideal for her lifestyle.
The Evolution of a Six-Figure Etsy Shop
Odio-Sutton’s initial designs, focused on seasonal holidays like Valentine’s Day and St. Patrick’s Day, didn’t gain traction. Etsy’s marketplace was already saturated with similar products. After some experimentation, she found success by shifting to more gift-oriented items like mugs, tote bags, and candles, particularly targeting people with niche jobs or hobbies.
Using Google and ChatGPT, she brainstormed ideas for specific professions and hobbies, turning them into simple, text-based designs on Canva. For example, one of her candle designs for podcasters reads, “The only podcast I listen to are the voices inside my head.” If a product sold well, she would replicate its success by tweaking the design for different professions or interests.
Her strategic approach paid off: by last October, her Etsy shop generated enough profit to match her full-time salary. And during the holiday shopping rush, she earned over $100,000 in sales between November and December.
Managing and Growing the Business
Odio-Sutton now works 20 hours a week at her publishing job and dedicates about 10 hours per week to her Etsy shop. This balance allows her to pursue other income streams as well. She still maintains her Amazon seller account and launched a second Etsy store to sell downloadable event templates. Additionally, she works as a coach for Gold City Ventures, helping others start their own Etsy shops, and does contract work managing and marketing Pinterest accounts for business owners.
Her earnings cover both “fun and responsible” expenses. The extra income has helped pay off her $20,000 in student loans, fund family vacations, and invest in her daughters’ college savings accounts. She and her husband have also worked with a financial advisor to invest some of the profits in the stock market.
Maintaining Flexibility and Family Time
Despite the business success, Odio-Sutton is cautious about the idea of leaving her day job to pursue her side hustle full-time. For her, maintaining control over her schedule is paramount. Working part-time allows her to prioritize spending time with her daughters—picking them up from school, taking them to gymnastics, and enjoying afternoons together. Her initial goal of finding a flexible job that fits around her family life remains intact.
As she continues to grow her side hustle, Odio-Sutton is proud of the balance she’s achieved between work, family, and her personal goals. “I live on my schedule in the afternoons,” she says. “My initial vision for [this routine] was always really strong.”
FAQs
What is print-on-demand, and how does it work?
Print-on-demand is an e-commerce model where sellers create designs for products that are only printed and shipped when a customer places an order. This eliminates the need for inventory, making it a low-risk business option.
How much time does Emily spend on her Etsy side hustle?
She dedicates around 10 hours per week to her Etsy shop, focusing on creating designs, managing orders, and experimenting with new products.
What types of products does her Etsy shop sell?
Emily’s shop focuses on gifts like mugs, candles, tote bags, and journals, often targeting specific professions or hobbies with humorous or niche designs.
How much revenue has she generated from her Etsy business in 2024?
Emily’s Etsy shop has brought in over $236,000 in revenue so far in 2024, with profits making up about a third of that amount.
How has her side hustle impacted her life?
The extra income has allowed Emily to scale back her full-time job, pay off student loans, fund vacations, and invest in her family’s future—all while maintaining flexibility to spend more time with her daughters.
