The trend: Resale’s share of US apparel, accessories, and footwear spending accounted for over 10% of dollar sales in January following a surge at the end of 2025, according to an analysis by Consumer Edge.

Behind the numbers: The early surge in spending is not a recent trend: Consumer Edge’s data shows a consistent January spike in resale’s dollar share since at least 2022, suggesting that shoppers are seeking out more budget-friendly channels following the holiday season.

The early enthusiasm for secondhand shopping could reflect financial New Year’s resolution goals and the growing popularity of trends like “no-buy January,” in which consumers challenge themselves to avoid nonessential purchases at the start of the year.

However, resale’s popularity extends beyond January.

• Traffic to thrift stores steadily increased during 2025, with consistent double-digit gains throughout the last half of the year, according to Placer.ai data.
• Goodwill reported record sales in-store and online in 2025, with store revenues surpassing $7 billion (up 7% YoY) and ecommerce gross merchandise value climbing 22% to $450 million.
• We expect US sales on online fashion resale marketplaces to grow 13.7% this year, more than twice as fast as total apparel, footwear, and accessories sales, thanks to Gen Z enthusiasm for shopping secondhand.

The implications: Resale’s appeal goes beyond affordability. Like off-price, secondhand shopping offers a treasure hunt experience that can deliver more excitement than visiting the local big-box or department store. Platforms like Depop and Vinted are replicating that discovery dynamic for digital shoppers while also highlighting the creative possibilities—and moneymaking opportunities—that resale offers.

Go further: Read our report on US Fashion Ecommerce 2026.