Pinterest surveyed users from January to March 2025 and found secondhand shopping dominating fashion and home decor as fall approaches. Gen Z now accounts for more than half of Pinterest users and drives thrift and vintage searches, with "dream thrift finds" up 550% and "vintage autumn aesthetic" up 1,074%. Male Pinterest users are increasingly searching for secondhand outfits, up 31%, and for vintage luxury watches, with related searches up 82% and 55%. Industry data project the global secondhand market to reach $367 billion by 2029, and secondhand apparel is growing three times faster than the overall apparel market. Searches for secondhand kitchens and decor rose sharply, and Pinterest is launching a Thrift Shop feature that curates vintage and thrift items and lets users build wishlists.
Gen Z are driving the trend, now accounting for more than half of Pinterest users. With their well-documented love for thrift and vintage finds, searches for "dream thrift finds" are up 550%, while searches for "vintage autumn aesthetic" are up 1,074%. Just as Pinterest's male audience is booming, they are also embracing the trend. Searches for "secondhand outfits for men" have jumped 31%.
Specifically they have their eye on vintage watches: searches for "vintage luxury watch" jumped by 82% and "best luxury watches for men" are up by 55%. The data backs this up. The global secondhand market is set to reach $367 billion by 2029, according to ThredUp's 2025 Resale Report. A recent report by EY found that the global secondhand apparel market is growing three times faster than the overall apparel industry, with 36% of consumers buying secondhand more than ever.
It's not just clothes people are looking for. Searches for "secondhand kitchens" and "secondhand decor" have also skyrocketed by 1,012% and 283%, respectively. At a time where tariffs are expected to increase the price of goods and skyrocketing costs of living have consumers seeking out a good deal, it's unsurprising that a renewed focus on thrifting is one way consumers are indulging their shopping habit without breaking the bank.
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