New survey data published by the resale platform ThredUp suggests that what’s old will be new again for an increasing number of consumers during the 2025 holiday shopping season.
ThredUp shared the findings in its 2025 Consumer Holiday Report, which illustrates the appeal of regifting and repurposing. The study, conducted by GlobalData on behalf of ThredUp, surveyed 2,000 consumers. It found that — despite economic and tariff turmoil — holiday spending will stay strong, with circular shopping growing. The report follows ecommerce holiday sales projections from Deloitte that show spending increasing by 7% to 9% from 2024 levels. Adobe also sees online holiday sales increasing year over year by more than 5%.
ThredUp’s report found that in 2025 consumers plan to dedicate nearly 40% of their total holiday budgets to secondhand gifts, up from the 30% they typically spend on resale in their everyday shopping.
Secondhand’s role in the 2025 holiday shopping season
ThredUp’s report also found that nearly 66% of all consumers are open to giving secondhand gifts, a figure that rises to 80% for Millennials.
The top reasons given for turning to resale were saving money/better value (62%) and finding unique, one-of-a-kind items (56%).
In addition, the report found that consumers planned to leverage resale to fund their holiday shopping activities. Nearly 47% of respondents said they planned to or were considering selling their own items to help pay for gifts. This closet-as-ATM trend is overwhelmingly common among younger generations: Millennials (70%) and Gen Z (57%) are most likely to embrace this strategy.
ThredUp’s holiday season expectations
Ultimately, ThredUp expects to see shoppers pursuing value in their gift-purchasing decisions. Over half of shoppers (52%) surveyed said they were more likely to focus on getting more items for less money this year than they were previously. Moreover, 51% of shoppers plan to start shopping earlier to maximize value strategically.
ThredUp’s leadership sees the responses as representative of growing trends.
“This holiday season proves consumers are incredibly financially savvy,” said James Reinhart, CEO at ThredUp. “Close to half of all shoppers are turning old items into cash they can use for holiday gifts. This circular strategy is becoming a major part of how they fund their holiday spending.”
ThredUp ranks No. 1,546 in the Top 2000, Digital Commerce 360’s database of the largest North American e-retailers by annual online sales. There, it falls under the Apparel & Accessories category. Digital Commerce 360 projects ThredUp online sales in 2025 will reach $9.79 million. In addition to its core business, ThredUp also works with brands such as H&M and American Eagle to offer “resale-as-a-service.”
Secondhand sales and circular shopping
Ray Fabik, a thrifting expert who works in the auctions space through the platform CTBids, run by Caring Transitions, where he is president, said the secondhand trend will only grow.
“This trend will continue as holiday shoppers realize everything does not need to be purchased new and secondhand shopping is a great way to combat the rising cost of goods,” Fabik stated.
He noted that secondhand shopping options, including online estate sales, offer access to quality gifts, décor and entertaining items with history.
“In addition, consumers can find a plethora of items that won’t need to be replaced quickly since they’re made with yesterday’s craftsmanship,” Fabik said.
Charlie Casey, CEO and co-founder of the loyalty software vendor LoyaltyLion, said online resale platforms have streamlined the process of buying and selling secondhand clothing.
“These platforms have become so integral to consumers’ shopping habits that when someone inquires about the origin of a garment, the response is often ‘I got it on Vinted,’ rather than mentioning the original brand or label,” he explained, referring to a Lithuania-based secondhand platform.
Secondhand’s impact on fashion brands
Casey explained that while this shift has democratized fashion and promoted sustainability, a fallout is that it inadvertently diminishes brand recognition and equity as the spotlight shifts from the designer to the reseller.
“That’s a tricky place for brands to be,” Casey added.
He said that brands need to recognize their presence in the resale space.
“Many brands are launching their own preloved or resale sections,” he stated. “We’ve seen a rise in vintage or preloved spaces as more brands jump on this trend.”
The trend works in helping brands regain control over the second life of their products and ensures that their brand remains at the forefront of consumers’ minds.
“The strategy not only preserves brand equity but also allows companies to uphold quality standards and brand integrity in the resale market to ensure better ongoing customer experiences,” he said. “In addition, it means they’re effectively selling a product twice, so it’s good for the bottom line, too.”
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