Posting to follow, and since I've had an Etsy store for a year or so I'll add my experience:
If you don't have the time/energy for marketing, it helps to have something people search for, or targeted towards a specific niche. I started out with printables, but only made a couple sales, so didn't re-post them when the listings ran out. I started making coaster gift sets last year, and I've found some success with them thankfully! The ones that sell the best are the ones geared towards dog-lovers, wine-lovers, cat-lovers. I only have six listings (planning more for next year), and I actually make most of my coaster sales through Amazon FBA, but Etsy is wonderful for connecting with customers (and the percentage is better than Amazon). Every time I ship out an Etsy order I feel happy that someone wanted my creation :)
I do approximately zero marketing these days, because most of my attempts (Facebook ads, offering coupon codes, etc) have failed miserably. The coasters just sell or don't, and I think the ones that sell are because people are specifically searching for them. They search for "wine lover gift" and see my coasters, and it solves a problem for them (they need a gift for someone who loves wine). The more "general" coasters don't sell nearly as much.
I did sell a bunch last year on Etsy when a Buzzfeed gift list miraculously included my wine coasters (oddly it was the UK version of Etsy; I don't ship outside the US so I'm not sure why they included me, but I'm glad some people liked them enough to find my US listing!), but that wasn't because of anything I did. Going forward, I do plan on trying to reach out to bloggers to see if my coasters are a good fit for their own holiday gift lists. Thankfully Etsy offers affiliate money, so I'm hoping that might help bloggers feature me.
My feeling on social media is that it doesn't make a difference unless you already have a large following. Posting periodic updates about your designs/shop helps show interested buyers that you consistently produce and are a real business, but I doubt anyone follows me for my coasters, and no coupon code I've posted on social media has ever actually been used. The only way social media 'works' is if someone big mentions you. So next year I'm going to focus on designs that people are searching for, instead of the 'pretty but general' ones that I might personally prefer.
Anyway, I wrote too much. Looking forward to connecting with other Etsy creators!