Value Reimagined: How Resale is Reshaping Retail

What's happening:

Resale and secondhand shopping continues to gain ground, with more consumers turning to thrift stores, online marketplaces, and brand-led resale programs for everything from clothing to home goods. While many people are opting for pre-owned over brand new, it’s not always for the same reasons. For some, it's a practical decision tied to affordability and access. For others, it’s driven by values like sustainability, a desire for unique or vintage items, or even the thrill of the hunt. These varied motivations reflect the diverse appeal of the secondhand market. Whatever the driver, though, secondhand shopping is becoming a regular stop on the path to purchase.

What we found:

• 60% of respondents have purchased secondhand/resale items in the past year. 
• The most common categories to buy secondhand are clothing (59%), electronics (42%), and books & media (38%). 
• Saving money is the top driver for secondhand shopping overall (68%), but motivations shift with income. Lower earners (<$30k) prioritize affordability (77%), while higher earners ($150k+) are more likely to cite additional reasons like scoring deals on high-end brands (37%) and enjoying the experience (33%).

Why it matters:

As secondhand shopping becomes more normalized, it reveals how consumers are rethinking where and how they spend their money. This shift is less about abandoning traditional retail and more about reshaping the overall path to purchase. Even brands without a resale presence can benefit from understanding what drives this behavior, using those insights to sharpen how they communicate value, differentiate their products, or connect with evolving consumer priorities. 

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