Secondhand shopping growth statistics in 2026 matter more than ever for shoppers, brands, and policy makers. From what I’ve seen, resale and thrift channels kept accelerating through the early 2020s and are expected to be a mainstream part of retail by 2026. This article pulls together the latest estimates, explains who’s buying (and why), and offers clear takeaways for consumers and businesses. Read on for the key numbers, real-world examples, and what those figures likely mean next.
What the 2026 data landscape looks like
The resale ecosystem today is a mix of peer-to-peer marketplaces, curated platforms, brick-and-mortar thrift chains, and circular-fashion services. Most analysts agree the market is in high-growth mode, driven by younger buyers, sustainability concerns, and better online experiences. For background on the thrift and second-hand movement, see the historical overview at Wikipedia’s thrift store page.
Key headline trends (high level)
- Resale is shifting from niche to mainstream.
- Online resale platforms are growing faster than traditional in-store thrift.
- Younger generations (Gen Z and younger millennials) are the primary growth engine.
- Sustainability messaging and cost savings are top motivators.
Numbers to know for 2026
Different reports use different methods, so figures can vary. Still, a few common themes emerge: steady double-digit growth in many markets, rising market share for online resale, and increased consumer acceptance. Company and industry reports continue to track aggressive expansion—platforms report growing listings, users, and GMV (gross merchandise value) year-over-year. For a market-level perspective from a resale leader, review ThredUp’s Resale Report, which regularly publishes projections and shopper insights.
Regional differences
North America and parts of Europe remain the largest secondhand markets, but adoption is rising quickly in APAC and Latin America. Urban centers show stronger per-capita resale activity—cities with dense thrift scenes or strong platform adoption lead the pack.
Who’s buying in 2026?
From surveys and platform data, these buyer profiles stand out:
- Gen Z: Values sustainability and uniqueness. Shops for vintage and statement pieces.
- Younger Millennials: Balances budget and quality—often buys premium pre-owned items.
- Value shoppers: Across ages, people who want brand names at lower prices.
Channels differ by group: Gen Z skews toward social resale and curated vintage; older shoppers still favor local thrift stores and consignment.
Online vs. brick-and-mortar: comparison
| Channel | Strengths | Challenges |
|---|---|---|
| Online resale platforms | Wide selection, convenience, data-driven pricing | Returns, authenticity checks, shipping friction |
| Brick-and-mortar thrift | Discovery, local community, no shipping | Limited inventory, inconsistent quality |
Why growth is happening (drivers)
- Sustainability: Textile waste concerns and the circular economy push shoppers toward reuse; the EPA documents textile waste trends that make reuse compelling (EPA textile data).
- Price sensitivity: Inflated new-item prices and economic uncertainty boost thrift adoption.
- Quality of platforms: Better search, authentication, and buyer protections reduce friction.
- Social influence: Vintage and pre-owned are cultural signals for many younger buyers.
Real-world examples
Several marketplaces and retailers have leaned into resale: large fashion brands adding resale channels, marketplaces offering in-app authentication, and local thrift chains investing in e-commerce. These moves signal confidence that resale will be a long-term business line, not just a trend.
Implications for retailers and brands
- Brands should consider certified pre-owned programs to capture value back into the brand ecosystem.
- Retailers benefit from partnerships with resale platforms to extend product lifecycles.
- Inventory strategy must account for returns and recommerce flows.
Consumer tips for 2026 shoppers
- Use filters and authenticity services on major platforms.
- Follow trusted sellers and check return policies.
- Shop around—prices can vary greatly across platforms and local stores.
Top risk areas to watch
- Regulation: As resale grows, expect more rules on returns, taxes, and waste handling.
- Greenwashing: Some sellers overstate sustainability claims—verify when possible.
- Market saturation: Too much supply without demand could pressure prices.
Quick takeaway
Secondhand shopping in 2026 is mainstream, growing, and diverse. Online platforms accelerate reach, younger buyers drive cultural momentum, and sustainability remains a core rationale. Brands that adapt stand to benefit from new revenue streams and deeper customer loyalty.
Sources and further reading
For more context and data from industry and public sources, see ThredUp’s market analyses and the EPA’s textile data. Background on thrift history and conventions is available on Wikipedia.
References
- ThredUp Resale Report — platform-level market analysis and projections.
- Thrift store (Wikipedia) — historical and background information.
- EPA textile data — context on waste and reuse benefits.
Frequently Asked Questions
Estimates vary by source, but most industry reports show continued double-digit growth and mainstream adoption in 2026. Company reports and market analyses provide specific projections.
Gen Z and younger millennials are the primary drivers, motivated by sustainability, value, and unique style, alongside budget-conscious shoppers across ages.
Online resale platforms are growing faster and capturing more market share, though brick-and-mortar thrift stores remain important for local discovery and community.
Brands should consider certified pre-owned programs, partner with resale platforms, and adapt inventory strategy to benefit from recommerce revenue.
Buying pre-owned reduces demand for new production and can lower waste, but sustainability gains depend on transportation, product lifespan, and accurate environmental claims.