A recent OnePoll survey commissioned by Amazon UK reveals a marked increase in the popularity of second-hand shopping among younger consumers. According to a study of more than 4,000 UK adults, four in ten shoppers aged 18 to 27 believe 75% of their purchases will be pre-loved items by 2027. The study also shows that 55% of Gen Z respondents feel second-hand items make for the most thoughtful and original gifts, particularly during the festive season. Amazon UK has observed this trend within its operations, with a 15% rise in sales of second-hand items through its Amazon Resale platform over the past two years. Popular products include refurbished smartphones, gaming accessories, and household goods, offering customers cost-effective alternatives to new purchases.
Sam Littlejohn, Head of Returns and Repairs at Amazon, commented, “It’s great to see people actively planning to purchase non-new items even more in the future. The second-hand economy is growing quickly, and as Christmas approaches, we expect to see a big uptick in people searching for refurbished or pre-loved items for their friends and family members. As well as being better for the environment, second-hand items are often more affordable. In our household we now always try to gift second-hand items to each other during the festive period.”
The benefits and challenges of second-hand shopping
Second-hand shopping presents clear advantages for consumers and the planet. It supports eco-friendly practices by reducing waste and promoting recycling, a particular draw for those prioritizing sustainability. Beyond environmental considerations, it also offers significant cost savings compared to buying new, granting shoppers access to rare, vintage, or unique items unavailable in mainstream retail. However, challenges remain. Concerns about the quality and condition of second-hand products can deter some buyers.
The limited availability of specific sizes or models further complicates the buying process. Also, managing logistics, such as returns and repairs, adds complexity for businesses and resale consumers. For companies like Amazon, adapting to this growing demand means implementing new business models and inventory strategies tailored to pre-loved items. Successful engagement with the resale market can enhance a brand’s reputation for sustainability while meeting the rising preferences of eco-conscious consumers.
Practicality for clothing and appliances
One of the most sustainable practices in apparel is extending the use of existing clothing until items naturally wear out. Second-hand shopping complements this by allowing consumers to refresh their wardrobes affordably while reducing their environmental impact. For some shoppers, it is a way to experiment with fashion while adhering to their commitment to sustainability. The landscape is more complicated with appliances. Planned obsolescence and shorter lifespans often hinder products such as smartphones, laptops, and other electronics.
Repair and refurbishment initiatives, however, provide viable paths forward, enabling reliable second-hand options for buyers. Platforms like Amazon Resale address consumer concerns through quality certifications and transparent return policies to ensure trust in pre-loved technology and appliances. The second-hand market also benefits the environment by curbing e-waste, fashion waste, and other sorts of garbage. Still, challenges like responsible end-of-life recycling for outdated or non-functional devices require careful management to prevent unintended environmental harm.
Shifting consumer dynamics
The OnePoll survey also highlights the adoption of second-hand shopping across age groups. While Gen Z leads the way with bold purchasing projections, Millennials (aged 28-43) are close behind, with 59% intending to increase their pre-loved purchases in the next two years. Millennials are also set to reduce their new purchases by 37%, demonstrating a generational shift in attitudes towards sustainable shopping. Older generations are also joining the movement. Ten percent of Boomers (aged 60-78) credit their children and grandchildren as inspiration for their growing interest in second-hand items. Many adopt practical habits such as the “one-in, one-out” rule for managing their belongings, contributing to a culture of thoughtful consumption.
Sam Littlejohn noted, “It’s clear that pre-loved and refurbished gifts are celebrated as much for their quality as their uniqueness. This is reflected in our store – with sales of second-hand goods in the UK rising by 15 percent over the past two years alone. People are finding that such gifts show a level of care and thoughtfulness that stands out, especially at a time when individuality is cherished and people are looking for bargains. As this trend continues, we expect to see it become a staple part of how people think about gifting, adding a new layer of meaning to special occasions.”
A future in pre-loved economies
The rise of second-hand shopping is significantly shaping the future of retail. It represents a cost-effective choice and a cultural shift for consumers, prioritizing sustainability, individuality, and mindful consumption. It signals a need for businesses to innovate, providing platforms and processes that make second-hand shopping accessible and reliable. Amazon UK’s investment in Amazon Resale exemplifies this changing landscape, aligning with consumer values and paving the way for a more circular economy.
Whether selecting unique gifts for festive occasions or browsing for everyday needs, second-hand shopping is becoming an increasingly practical and impactful option. By combining affordability, environmental awareness, and quality assurances, pre-loved goods continue to reshape modern consumer habits, one conscious purchase at a time.
Photo credit: The photos in the article are owned by Amazon and were made available in their press center. The infographic in the body of the article has been done by Statista.
Source: The data and quote is sourced from this Amazon press release.
