THE STATE OF RESALE IN THE U.S.

Resale, thrift, and secondhand shopping in the U.S. has officially grown up. What used to be seen as a backup plan or a budget only option is now a first choice for a lot of shoppers. In 2025, secondhand isn’t “instead of new”, for many people, it’s where they start.

This shift didn’t happen overnight, as consumer habits have been changing for years, but 2024 and 2025 really cemented it. National media coverage shows shoppers across all income levels buying secondhand not just for basics, but for gifts, special occasions, and everyday life. According to surveys reported by outlets like The Wall Street Journal, most U.S. consumers say they’re more open to buying secondhand now than they were even a few years ago. That tells us something important. This isn’t about bargain hunting anymore. It’s about comfort, confidence, and culture.

From a numbers standpoint, resale is anything but small. Industry estimates put the U.S. secondhand market at roughly fifty-six billion dollars in 2025. That includes thrift stores, resale boutiques, consignment shops, and other used merchandise retailers. Apparel continues to lead the way, with secondhand clothing sales growing at double digit rates and expected to keep climbing through the rest of the decade.

The physical presence of the industry matters too. Census data shows more than eighteen thousand employer-based used merchandise stores across the country. That number only includes businesses with paid employees. It doesn’t count pop up sellers, online only shops, non employer businesses, or informal resale. Anyone who works in this space knows the real number of resale locations is much higher.

One of the most interesting things about resale today is who’s shopping it. This is a truly multigenerational market, and you don’t see that often in retail.

Gen Z and younger Millennials often approach shopping with a secondhand first mindset. They care about sustainability, individuality, and price, and they’re perfectly comfortable mixing resale with new purchases. For them, thrifting is part shopping, part self expression, part treasure hunt. Social media’s only amplified this, turning great finds into shareable moments and making resale feel current instead of practical only.

Millennials tend to see resale as a smart, intentional choice. Many came of age during economic uncertainty, and they know the value of stretching a dollar without sacrificing quality. This group’s brand aware and often uses resale and consignment to access better goods at better prices. It fits both their budgets and their values.

Gen X and Baby Boomers have long been familiar with thrift and resale, often starting out of necessity or practicality. Many still shop secondhand for value and usefulness, especially in traditional thrift settings. Just as important, this group plays a major role on the supply side as consignors, downsizers, and estate sellers. As life stages change, inventory flows back into the resale ecosystem.

What makes resale special is that all of these shoppers often show up in the same stores at the same time. One space can serve a college student looking for vintage denim, a professional hunting for quality brands, and a retiree shopping for household items or donating goods. Very few retail categories pull that off.

The reasons people shop secondhand are layered. Price still matters, especially with inflation and rising living costs. Resale helps shoppers stretch their money while still buying brands and products they recognize. Sustainability isn’t a buzzword anymore either. Many consumers genuinely associate secondhand shopping with reducing waste and making more responsible choices, especially when it comes to clothing, home goods, and accessories.

There’s also the experience factor. Thrift and resale shopping’s become recreational. People enjoy the hunt, the surprise, and the feeling of finding something unexpected. Foot traffic data backs this up, showing that visits to thrift stores have outpaced many traditional apparel retailers compared to pre-pandemic levels.

Behind the scenes, the industry’s growing more professional. Product knowledge, authentication, and quality control are increasingly important, especially in higher value resale categories. At the same time, regulatory awareness is rising. Federal consumer product safety rules apply to resale businesses, including thrift and consignment stores. Agencies like the U.S. Consumer Product Safety Commission continue to remind resellers of their responsibility to monitor recalls and sell safe products. Growth brings opportunity, but it also brings higher expectations.

That’s where NARTS fits into the picture. As the largest resale organization, NARTS supports store owners and employees with education, networking, and shared experiences designed specifically for resale and thrift. This includes practical training, peer connection, and industry informed resources that help stores operate with confidence in a changing retail environment.

NARTS also plays a role in elevating the customer experience across resale. As secondhand becomes a first choice for more shoppers, expectations around hospitality, professionalism, and trust continue to rise. Through education and community, NARTS helps stores strengthen how they welcome, serve, and engage customers, donors, and consignors, recognizing that these relationships are central to long term success.

By bringing together store owners, managers, employees, and industry partners, NARTS helps reinforce consistent standards and shared understanding across the resale landscape. The result is a stronger, more connected industry that’s better equipped to meet consumer expectations while preserving the community centered nature that has always defined resale and thrift.

Looking ahead, analysts expect resale to keep expanding. Online resale and brick-and-mortar stores are growing together, not competing with each other. Digital discoveries are driving in-store visits and local shopping. Most importantly, secondhand’s continuing to gain acceptance across age groups and product categories. What once felt alternative is now a permanent part of how Americans shop.

Put simply, resale isn’t defined by what it’s not. It isn’t leftover. It isn’t temporary. It isn’t fringe. It’s a resilient, multigenerational part of the retail economy, and it’s here to stay.

For Further Information Contact:
NARTS: National Association of Resale & Thrift Shops
PO Box 237, Polk City, FL 33868
Phone: 586.294.6700
Email: angie@narts360.com
Web site: www.narts.org

Angie Houloose, Executive Director
Phone: 586.294.6700
Email: angie@narts360.com

Sources

U.S. Census Bureau, County Business Patterns, NAICS 453310 Used Merchandise Stores
The Wall Street Journal, consumer retail and holiday shopping coverage
Capital One Shopping Research, U.S. thrifting and resale statistics
ThredUp, 2025 Resale Report
Placer.ai, retail foot traffic analysis for thrift and resale stores
IBISWorld, U.S. Thrift Store Industry Report
U.S. Consumer Product Safety Commission, resale and product safety guidance