A survey by the British Heart Foundation (BHF) has found that 70 per cent of shoppers in London now choose pre-loved every month.
This ‘re-use, reduce, recycle’ generation of mindful shoppers is becoming more cost savvy and environmentally conscious, with more than one in 10 (15%) choosing to shop pre-loved every single week.
The charity retailer, which has 680 shops across the UK, found two fifths (46%) of shoppers in the capital now look to see if they can buy something second hand before buying it new, with most of those (45%) choosing to wait for a second hand find to become available.
The cost of living and sustainability remain the primary reason for most people shopping second hand, but the hunt for dupes of more expensive high street brands is now driving a quarter of buyers (25%) to seek out pre-loved.
Furniture is top of the shopping list for a third of second-hand shoppers in London (35%), narrowly overtaking pre-loved clothes, which remain the top pick for 30 per cent of buyers.
Further findings show that half of all Londoners have had to delay buying furniture they need as they could not afford it.
Of the 4,504 people surveyed by Censuswide across the UK, respondents from London estimate they have at least five pieces of second-hand furniture in their house, with four in 10 (41%) planning to buy pre-loved furniture this year.
The announcement kicks off the month of Reuse Revolution – a British Heart Foundation campaign raising awareness of the benefits of shopping and donating – preventing good quality items from ending up in landfill, saving consumers money and helping to fund lifesaving research.
Allison Swaine-Hughes, Retail Director at the British Heart Foundation, said:
“We love that people in London and across the UK are becoming more pre-loved savvy, and we’re not surprised! We know our customers love shopping in our stores, and online, and no matter what your shopping habit – whether you’re buying lamps in London, beds in Birmingham or doing a whole home makeover in Manchester, you can visit your local British Heart Foundation shop, or browse our online stores, to pick-up some unique bargains.
This month we are asking the public to join the Reuse Revolution and shop, upcycle or donate second hand furniture, homeware, clothes and toys while helping to raise funds for life saving heart research.”
In a year, the BHF saves over 54,000 tonnes of goods from going to waste, including 186,000 sofas and armchairs.