Brooklyn, N.Y. – – October 07, 2026 -- Secondhand shopping in the United States has expanded far beyond thrift-store apparel, with 76% of Americans buying used goods in the past 12 months and 89% having done so at some point, according to a new report from The Consumer Collective.
Luxury resale emerges as the fastest-growing category among younger buyers
The firm's "Second Nature: The State of Secondhand Shopping in America" report found 49% of consumers already buy luxury items secondhand or would consider it, a figure that climbs to nearly 80% once undecided shoppers are included. Gen Z (61%) and Millennials (60%) lead this trend, more than double the 27% rate among consumers aged 62 and older. Condition and authenticity remain the top barriers cited by shoppers hesitant to buy used luxury goods.
Gen Z and Millennials drive overall secondhand volume growth
Some 44% of Americans report buying more secondhand goods than they did two years ago, a figure that rises to 66% among Gen Z. Millennials (89%) and Gen Z (85%) posted the highest secondhand purchase rates over the past year, compared with 59% among shoppers 62 and older.
Clothing anchors the market but furniture, electronics and books gain ground
Used clothing remains the entry point, with 71% of shoppers reporting a past purchase, but stated plans for the coming year extend into furniture, electronics and books. Only 11% of respondents said new products offer better value than secondhand alternatives, while 34% said secondhand wins on value and half said it depends on the category.
Physical stores outperform online marketplaces for secondhand spending
In-person shopping remains the preferred channel, favored by 54% of consumers versus 18% who prefer online platforms; 28% use both equally. Shoppers who combine both channels spend the most, with roughly one in three spending $500 or more on secondhand goods over the past year. Thrift stores remain the single most popular destination overall.
"Brands that treat resale as a side market are missing where their customers already shop," said Allison Collins, co-founder of The Consumer Collective. Co-founder Jessica Ramírez said the resale market's growth carries cross-category implications, with consumer spending expected to shift away from traditional retailers over time.
The report is based on an August survey of 400 U.S. shoppers and includes category breakdowns, generational and income data, and regional secondhand shopping patterns.