Secondhand shopping habits, luxury resale and what Americans plan to buy next, from a 400-person national study fielded August 2026. 76% of Americans bought something secondhand in the past year, and nearly half already buy luxury items used or would consider it. This report gets into what people buy and why, where they shop, how much they spend, and what a majority of the country buying used means for how fashion, luxury and retail brands should be thinking about their customers.
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What's inside:
The Secondhand Shopper — why people buy used, how often, how much they spend and who's reselling
Who's Shopping — breakdowns by generation, income and U.S. region
The Luxury Secondhand Market — who's open to it, which categories and what holds shoppers back
The IRL Experience — where shoppers most like to buy used and whether they prefer stores or online
The Secondhand Value Equation — what keeps people from buying more, what they plan to buy next year and how rising prices could change that
A few findings from the report:
76% bought secondhand in the past year, and 1 in 3 say more than a quarter of what they buy is secondhand
44% are buying more than they were two years ago, including 66% of Gen Z
49% already buy luxury items used or would consider it, rising to nearly 80% once shoppers still on the fence are counted
53% say they're likely to shop secondhand more if prices on new products keep rising
Millennials (89%) and Gen Z (85%) lead in past-year secondhand buying, versus 59% of Americans 62 and older
Who this report is for: Brand strategists and marketers in fashion, luxury and retail. Investors tracking resale. Anyone building a product or a pitch around the secondhand shift.
Methodology: Fielded online in August 2026 among a national sample of 400 U.S. adults. Figures are stratified to U.S. census demographics unless otherwise noted. Reseller findings are based on a subsample of 143 respondents.