it is what it is

'it is what it is' receives 74,000 monthly searches globally. That's substantial demand, but with 219,179 competing listings, you're entering an active market. The volume validates that buyers are searching — the challenge is visibility.

There are 219,179 Etsy listings competing for 'it is what it is'. Competition is high, but the difficulty score suggests the market isn't as locked down as it might seem. A well-optimized listing with strong photos and competitive pricing can still break through.

'it is what it is' has a keyword difficulty of 48/100 (moderate). Moderate difficulty means this keyword is accessible but not easy. Sellers with complete, well-photographed listings and consistent sales activity will have the best shot at ranking on the first page.

Prices for 'it is what it is' products range from $1.50 to $50. The median is $13.49 and the average is $16.44. 42% of listings fall in the $10 – $25 range, which is where most buyer expectations are set. In a competitive market like this, pricing at or slightly below the median can help you gain initial sales and reviews.

United States generates 24% of searches for 'it is what it is'.

'it is what it is' is a long-tail phrase, which means shoppers using it tend to know exactly what they want. Use the complete phrase as one of your tags and incorporate it naturally into your title. With high competition, listing quality is the differentiator. Listings with more photos, a video, complete attributes, and active sales history rank higher. Your first photo is especially critical — it determines click-through rate, which Etsy uses as a ranking signal. Good supporting tags to use alongside 'it is what it is' include 'what is he thinking' and 'psychic love'.

Search volume held steady between June 2025 and May 2026. Consistent demand makes this keyword predictable to plan around. You can stock inventory and schedule listing renewals without worrying about sudden traffic swings. Search interest was highest around June 2025.