New Value Village® Survey Reveals Growing Popularity of Thrifting in Canada

Today, Value Village®, the largest for-profit thrift operator in Canada for value-priced pre-owned clothing, accessories, and housewares, released its 2024 Thrift Report. The report reveals that thrifting, once a niche activity, is now gaining mainstream traction among Canadian consumers.

“Our data clearly shows that Canadians’ attitudes toward thrifting are reshaping how people shop,” said Nicole McPherson, Vice President of Canada Field Operations at Value Village. “With over 40% of Gen Z embracing thrifting, we expect this momentum to continue. Factors like economic, environmental, and social benefits are driving this change.”

The survey demonstrates that secondhand shopping is growing across all age groups and demographics, signaling a shift in the retail landscape:

  • 90% of Canadians have engaged with thrift stores through shopping or donating (up from 83% in 2022).
  • Nearly one in three Canadians thrifted in the past year, and more than 40% of Gen Z are active thrifters.
  • In-person thrift store shopping dominates, with consumers spending 6.8 times more in brick-and-mortar stores than online resale platforms.
  • Over 30% of consumers say secondhand items make up more than a quarter of their wardrobe, and nearly 40% of thrifters purchase secondhand clothing at least once a month.

Thrifting extends beyond clothing:

  • Over 80% of Canadians have bought secondhand items outside of apparel, including books (46%), furniture (38%), home décor (34%), and kitchenware (32%).

“Thrift is having a major cultural moment,” said Mark Walsh, CEO of Value Village®. “It’s inspiring to see shoppers, especially younger generations, embrace the secondhand economy. This mindset is key to embedding a culture of reuse globally.”

The growing appeal of thrifting is driven by several factors:

  • Unique style: 60% of respondents like owning one-of-a-kind items, and one in three believe secondhand clothing is more stylish than new.
  • Treasure hunting: 50% started thrifting for the excitement of finding hidden gems, and 70% enjoy the “treasure hunt” aspect.
  • Social activity: 40% of thrifters view thrift shopping as a social pastime, enjoying it with friends or family.

Value Village® continues to champion reuse, diverting over 3.2 billion pounds of reusable items from landfills in the last five years, and generating $580 million for nonprofit partners supporting community services.

Learn more about Value Village® and its impact at valuevillage.ca.

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