Why (and How and Where) Everyone Is Currently Shopping for Secondhand Goods

      It’s 6:25 a.m., and my alarm is ringing loudly. I turn off my phone, determined to steal a few more moments for myself. However, I’m not yearning to fall back asleep; I’m eager to resume my exploration of the enticing vintage Bally listings on eBay that have captured my attention. I just need five more minutes to place bids, browse, and daydream. Like many in the fashion world, my passion for secondhand shopping runs deep. There’s an excitement in uncovering a rare item, a rush in outbidding someone at the last moment, and a pleasing sense of achievement in acquiring a designer piece for a fraction of its original cost. It’s thrilling—sometimes even addicting. The current shopping landscape—marked by the fast-fashion boom, rising luxury prices, diminishing quality, widespread nostalgia, and a shift towards individual expression—makes secondhand shopping more aligned with our changing preferences than ever. Fashion psychologist Carolyn Mair sheds light on the rising trend of secondhand shopping, which suits our dopamine-driven mindset. "Secondhand shopping offers a dopamine-driven thrill. The joy of finding unique, high-value items at bargain prices activates the brain’s reward system," she notes.

      Any seasoned thrifter will tell you about the high of discovering a designer bag hidden in a charity shop or stumbling upon a mispriced treasure on eBay, with no other bidders in sight. "The unpredictability of charity shops and resale sites brings an element of adventure, increasing the drive to return for further treasure hunts," Mair adds. "This psychological reward framework renders secondhand shopping both highly addictive and enjoyable." My journey into pre-loved shopping began with trips to charity shops with my mother during childhood. Back then, it was a practical necessity—only essentials, a means to an end. Today, however, a successful thrift haul inspires discussions with colleagues and fellow vintage lovers, fueling our enthusiasm for days. What has shifted since then? Plenty. The view of secondhand items has changed: once a quiet, budget-friendly choice, it has now evolved into a status symbol that reflects an enhanced appreciation for fashion history and elevates environmental values above temporary trends. At the same time, accessibility and variety have surged.

      The secondhand fashion industry has undergone a glamorous rebranding in the past twenty years. "Where it once primarily involved charity shops and flea markets, we now see curated online platforms such as The RealReal, Vestiaire Collective, and Depop, alongside more affordable options like Vinted and eBay," Mair explains. "The digitization of resale has increased accessibility, transparency, and social acceptance." These platforms function like social media apps, blending seamlessly into our daily scrolling habits—just an additional few icons on our frequently used home screens.

      While options for secondhand shopping have never been more abundant, it is hardly a new trend. However, in the context of a constantly changing algorithm, consumers are now approaching secondhand shopping with renewed enthusiasm as a way to resist the rapid trend cycles that typically dictate fashion seasons. As personal style increasingly supplants fleeting trends (with indications pointing to the decline of quiet luxury), vintage has emerged as a stand against fast fashion—the true embodiment of individualism.

      In 2025, breaking free from the algorithm has become a movement. Miuccia Prada and Raf Simons are challenging traditional trend cycles with their effortless, relaxed interpretations of femininity, drawing from a diverse range of references that defy the monotonous styles churned out by some competitors. Erica Wright, founder of Sourcewhere, elaborates, "2025 is poised to spotlight personal curation—focusing less on trends and more on finding pieces that feel like lifelong investments. Whether it's a hard-to-find pair of shoes from The Row, a vintage coat from Alaïa, or a discontinued Celine bag, consumers are looking beyond seasonal trends to what will retain true value in their wardrobes."

      Celebrities are also embracing vintage fashion more than ever. "In a realm of mass production, wearing rare, unique archival pieces allows celebrities to distinguish themselves, reinforcing their individuality and status while promoting sustainability," remarks Mair. "The exclusivity of archival items boosts their perceived value, making them more appealing." Miley Cyrus's performance at the 2024 Grammys, clad in a 2002 Bob Mackie dress, was the center of fashion discussions for days, while Kylie Jenner’s vintage Alaïa piece from the autumn/winter 1991 collection created a buzz during Paris Couture Week—sparked by comparisons to images of Naomi Campbell donning it in its earlier show. Mair notes, "Celebrities wearing archival fashion establish themselves as trendsetters who appreciate fashion’s legacy rather than simply following trends, resonating with fans and consumers and renewing interest in previous collections, reinforcing the notion that true fashion is timeless."

      Additionally, brands are tapping into our sentimental desires. The rise in designer bag reissues—such as Louis Vuitton's