In a recent survey commissioned by second-hand online retailer, Go Thrift, it has been revealed that second-hand shopping has become a popular choice amongst Londoners, for a variety of reasons.

The survey of over 2,500 adults, led by leading research experts at Markettiers, found that a significant 37.94% of London second-hand shoppers cited ‘cost savings’ as the primary motivator for shopping second-hand, while 31.23% highlighted the allure of finding ‘unique’ clothes as a prominent factor influencing their shopping decisions.

As concerns about sustainability in the fashion industry continue to grow, the survey results show that 22.13% of these second-hand shoppers are making eco-conscious choices, placing ‘sustainability’ at the forefront of their decision to shop second-hand clothing.[1] This growing trend reflects the increasing awareness of the environmental impact of consumerism.

Surprisingly, ‘quality’ also emerged as a substantial driver for second-hand shopping, with 52.15% of respondents in London expressing second-hand clothing is better quality compared to fast fashion.[2] This sentiment emphasises the notion that second-hand goods often offer both cost savings and a high level of quality, making it a win-win choice for all.

Another intriguing aspect was uncovered within the survey concerning Londoners attitudes towards second-hand shopping on a broader cultural scale, with 39.57% of second-hand shoppers say wearing second-hand clothing is something to brag about.[3] This suggests that not only is second-hand shopping cost-effective and sustainable, but it’s also considered trendy and a badge of pride of by a significant portion of the population.

Furthermore, a surprising 34.05% of local shoppers have pretended that their clothes are second-hand because they were too embarrassed to admit they were fast fashion.[4]

Reflecting on these findings, Carl Walker, CEO of Go Thrift, said: “Cost is clearly a key factor in purchasing decisions and it is positive to see that Londoners believe second-hand clothing is better quality than fast fashion. As a society, we need to change our attitudes towards pre-loved clothing to break unsustainable and expensive fashion chains, and to drive ethical fashion choices within increasingly stretched budgets considering the cost-of-living crisis.”

In light of this research, it is evident that second-hand shopping has firmly established itself as a prominent and multifaceted trend in London. Whether driven by the desire to save money, find one-of-a-kind items, make sustainable choices, or simply appreciate quality goods, second-hand shopping has become an integral, growing part of the consumer landscape.