• by Sarah Mahoney  @mahoney_sarah, March 19, 2025

Image above: promotion for Vuoir, the No. 1 most-resold brand.

Younger consumers continue to disrupt fashion retail -- not just in what they wear, but how they buy. In 2024, U.S. secondhand clothing sales jumped 14%, with Gen Z and Millennials driving a wave of resale adoption across both digital and social platforms.

New data from ThredUp’s 2025 Resale Report, produced in partnership with GlobalData, pegs total U.S. secondhand apparel sales at $49 billion — the strongest growth since 2021, with the category growing five times faster than the broader apparel market. Online resale platforms, including ThredUp, Poshmark, the RealReal and Gilt, posted a 23% jump.

Financial pressure is still the top driver. Nearly 60% of survey respondents say they’re watching prices more closely in light of potential tariffs and trade uncertainty -- and say they’ll thrift more if new clothes get more expensive. Deal-seeking remains the top motivation, followed by the “thrill of the hunt” and access to premium brands. Sustainability is fourth on the list, though it's rising in importance.

Still, consumers remain skeptical of fashion’s environmental progress. Some 56% of younger shoppers say brands aren’t doing enough to address fashion’s impact on the planet.

While physical thrift and consignment stores remain important, digital ease is rapidly reshaping consumer behavior. Nearly half (48%) of respondents say that improvements in personalization, search, and product discovery make shopping secondhand as easy as buying new.

Social commerce is growing fast, and 39% of younger shoppers bought secondhand apparel through social platforms in the past year. Half of those purchases were shared on social media. Facebook Marketplace led the pack, followed by Instagram, TikTok Shop, and YouTube.

In a ranking of most-thrifted brands, Vuori surged to the top spot, bumping Lululemon to second. Quince, Reformation, and Sézane round out the top five. Alo Yoga made its first appearance in the top 10, while Patagonia ranked sixth.

Activewear continues to be the category most in demand, especially among younger consumers looking for performance and style at a discount.

Resale is no longer a side bet for brands. ThredUp’s survey found that 94% of retail executives say their customers already participate in resale — up four points from last year. And brands are evolving to meet that demand.

About a third of secondhand buyers purchased directly from a brand’s own resale program in 2024, rising to 47% among younger shoppers. Trade-in incentives are proving powerful: nearly half (47%) of respondents say they’re more likely to make a first-time purchase with a brand that offers shopping credit for used items — a 25-point increase from the prior year.

Globally, secondhand sales climbed 15% in 2024 to $227 billion and now account for 9% of the total apparel market. ThredUp forecasts global resale sales will reach $367 billion by 2029, with U.S. growth increasingly powered by new shoppers — expected to drive 60% of incremental gains over the next five years. Consumers aged 18 to 44 will make up 68% of that growth.