“Vintage holiday” isn’t just a decor aesthetic—it’s a shopping strategy for many consumers this season.
The 2025 eBay Recommerce Report reveals that 78 percent of respondents globally, and 82 percent in the U.S., say they are more likely to purchase a secondhand gift this year compared to last year, indicating a significant year-over-year increase in consumers’ openness to gifting pre-owned items.
The annual report by the online marketplace highlights continued strength for secondhand goods, even amid shifting trade conditions and ongoing consumer price pressures. According to the survey, nearly 90 percent of shoppers intend to keep or increase their purchases of pre-owned products this year, underscoring how economic constraints and the search for value are driving recommerce forward.
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Younger generations are driving the overall trend to recommerce, with 59 percent of Gen Z and 56 percent of millennials expecting to buy more pre-loved items in the coming year. Clothing, followed by footwear, books, collectibles, electronics and home goods are the most purchased secondhand categories, according to the report.
Consumers name affordability, sustainability, and self-expression among the key benefits of shopping secondhand. The survey found that 81 percent of global consumers “feel good” about the money saved when buying pre-owned. This sentiment is especially strong in the U.S. However, nearly as many cite non-financial reasons.
Forty-five percent of consumers rank environmental benefits among their top reasons for shopping secondhand and 65 percent say it’s the “thrill of the hunt” for unique items that lure them to recommerce. More than half of consumers (56 percent) say that buying pre-loved allows them to express their personal style.
Consumers also hold sentimental value for secondhand. The survey found that 68 percent say they feel good about giving items a second life when buying pre-owned. Additionally, recommerce is increasingly tied to identity. The survey found that 63 percent of respondents feel like they’re part of a recommerce community.
This is reflected in the reasons why people sell pre-owned goods, especially in categories like collectibles and antiques that eBay sees a lot of “high-passion-based participation” among sellers. However, earning supplemental income and creating financial flexibility are the top motivators.
