Secondhand Is Now the Norm: 76% of Americans Bought Used Last Year

The Consumer Collective's "Second Nature" study finds nearly half of Americans already buy or would consider buying luxury items used, and close to 9 in 10 have bought secondhand at some point.

BROOKLYN, N.Y., Oct. 7, 2026 /PRNewswire/ -- Secondhand shopping has moved well past thrift-store clothing. The Consumer Collective, a consumer insights and advisory firm, today released "Second Nature: The State of Secondhand Shopping in America," a report on how U.S. consumers shop, spend and think about buying used goods.

Key findings

• 76% bought something secondhand in the past 12 months, and 89% have done so at some point
• 44% are buying more secondhand than they did two years ago, including 66% of Gen Z
• 49% already buy luxury items secondhand or would consider it, rising to nearly 80% once shoppers still on the fence are counted
• Millennials (89%) and Gen Z (85%) lead in secondhand buying in the past year, versus 59% of Americans 62 and older

Luxury resale shows the clearest room to grow, led by younger shoppers: 61% of Gen Z and 60% of Millennials already buy luxury items used or would consider it, compared with 27% of those 62 and older. Condition and authenticity top the list of concerns about buying luxury used.

Clothing remains the entry point — 71% of shoppers have bought used clothing — but for the next year, consumer shopping plans extend into furniture, electronics and books. Few shoppers assume new means better. Just 11% said brand-new offers better value; 34% said secondhand does and half said it depends on the category.

In-person shopping still wins out over online: 54% of consumers prefer buying secondhand in a physical store, 18% prefer online and 28% like both equally. Shoppers who like both spend the most, with about 1 in 3 spending $500 or more on secondhand goods in the past year. Thrift stores remain the single most popular destination.

"Enthusiasm around secondhand shopping started in clothes, but is spreading to more categories," said Allison Collins, co-founder of The Consumer Collective. "Brands that treat resale as a side market are missing where their customers already shop."

"The growth of the resale market has massive cross-category implications," said Jessica Ramírez, co-founder of The Consumer Collective. "Over time, we expect to see consumers' gravitation towards secondhand pull spend from other retailers."

The full report includes results of an August survey of 400 U.S. shoppers, category breakdowns, motivations, generational and income data, and a regional look at where secondhand shopping is the most popular.

"Second Nature" is available now through The Consumer Collective's insights library. More data is available to media upon request.

About The Consumer Collective

The Consumer Collective is a consumer insights and advisory firm helping brands, founders, investors and technology companies navigate a rapidly changing consumer landscape. We connect the dots between how people live, think and spend and what those shifts mean for business. Our work brings together original consumer research, market intelligence, trend forecasting and deep sector expertise to identify emerging opportunities and separate lasting shifts from passing signals. From beauty and wellness to fashion, food, retail and technology, we help clients understand what is changing, decide where to focus and turn consumer insight into clear, actionable business strategy. Founded by Allison Collins and Jessica Ramírez, The Consumer Collective also publishes Inside The Collective, a paid weekly newsletter.

Media Contact: [email protected] | theconsumercollective.co

SOURCE The Consumer Collective