Why “Pre-loved” gets a lot of love this season
Secondhand Christmas gifting is no longer a niche activity—it’s becoming a significant part of holiday shopping around the world. Driven by shifts in consumer attitudes, economic factors, and the growing focus on sustainability, the market for pre-loved goods is seeing strong growth. Platforms like eBay, Vinted, and Back Market are leading this transformation. Or, as eBay Germany’s Managing Director Saskia Meier-Andrae, recently put it in an interview with Marketplace Universe: “The stigma around secondhand is gone. Today, pre-loved is sexy.”
The Global Growth of Secondhand Gifting
Across the U.S., UK, and Germany, secondhand purchases are emerging as a defining feature of the 2024 holiday shopping season.
In the United States, a recent study by OfferUp shows that 68% of shoppers plan to allocate part of their gift budget to secondhand items, with Gen Z leading the charge at 83%. Electronics, sporting goods, and furniture are among the top categories. Nearly three-quarters of U.S. consumers (74%) believe secondhand gifting is more accepted this year, reflecting broader cultural shifts.
In the UK, the new “Recommerce Report” estimates that £2 billion will be spent on secondhand gifts this year, representing 10% of all festive purchases. Books, toys, and board games rank among the most popular choices. Many UK consumers value the uniqueness of pre-loved items, with 73% saying they would consider buying secondhand if they found something truly distinctive.
Germany mirrors these trends. Research from ECC Köln and eBay Germany reveals that 35% of German shoppers plan to give secondhand gifts this year, an increase from 29% in 2023. Among 18- to 29-year-olds, the figure rises to 56%, with affordability and quality emerging as top priorities.
Why Secondhand Appeals to Shoppers
The rising interest in secondhand gifts is linked to several key factors:
- Affordability: In Germany, 69% of consumers cited cost savings as a primary reason for choosing secondhand, while 48% of U.S. shoppers value the better price points of pre-loved goods.
- Uniqueness: Secondhand platforms often offer items that are difficult to find in traditional retail settings. In the UK, 73% of respondents in Vinted’s survey said they value the individuality of secondhand gifts.
- Sustainability: The environmental impact of secondhand shopping resonates strongly with many consumers. Nearly 60% of UK shoppers and 29% of Germans said sustainability was an important factor in their decision to buy pre-loved items.
Marketplaces at the Forefront of the Trend
The secondhand Christmas boom wouldn’t be possible without the platforms facilitating it.
eBay remains a dominant force in Europe, with a GMV of $30 billion in 2023, according to data from the E-Commerce Database (ECDB). The platform’s established reputation makes it a popular choice for shoppers seeking everything from vintage fashion to electronics.
Meanwhile, Vinted is rapidly gaining ground. With its global GMV projected to reach $11.1 billion in 2024, the peer-to-peer platform is especially popular in markets like the UK and Germany. Its focus on ease of use and affordability appeals to younger, budget-conscious consumers.
Specialized platforms are also playing a key role. Fashion-focused sites like Vestiaire Collective and Depop cater to niche audiences, while electronics marketplaces such as Back Market and Refurbed focus on professionally refurbished goods. In Germany, ECC Köln’s study highlights a growing trend toward professionalization, with 38% of retailers now specializing in refurbished products.
What Does Secondhand Mean for Peak Season?
Secondhand Christmas gifting is clearly gaining momentum, but its impact on traditional holiday shopping is still evolving. The customers are starting to own the trend (especially younger shoppers). But retailers and brands are still struggling with finding the right strategy for the pre-owned market. Until they found it, the secondhand turnover will fall to specialist players who have mastered a profitable second hand business.