DIY and Thrifting Trends Influence Shoppers
Consumer interest in value and sustainability continues to drive engagement with DIY and thrift-focused content. Videos highlighting spring trends to thrift or DIY instead of buying new are gaining popularity. This behavior reflects a hybrid shopping approach, where consumers mix off-price, second-hand, and upcycled items, signaling a durable preference for value-driven and eco-conscious consumption.
- The global secondhand apparel market is projected to reach $367 billion by 2029, expanding at a pace 2.7 times faster than the broader global apparel industry. In 2024, the U.S. secondhand market grew five times faster than the overall apparel market, with online resale jumping 23%. - Gen Z and Millennials are the primary drivers of this trend, with 68% of this demographic having shopped secondhand in 2024. For these consumers, motivations extend beyond price to include sustainability and the desire for unique styles. Two-thirds of consumers aged 18-34 state they are more likely to purchase from retailers with a commitment to sustainability. - This value-seeking behavior directly benefits the off-price sector, a market valued at over $317 billion globally in 2024 with a projected compound annual growth rate of nearly 8%. North America represents the largest share of this market at 42.8%, or $135.8 billion. - Within the off-price channel, beauty is a significant and growing category, estimated to account for 8% to 10% of total sales. Competitor Ross Stores reported cosmetics as its top-performing category in mid-2025, highlighting the opportunity for "dupe hunters" and premium-brand bargain seekers. - The interest in DIY extends prominently into the beauty sector, with the global DIY beauty market forecast to grow by over $79 billion between 2022 and 2027. This is driven by consumers seeking customized, convenient, and cost-effective at-home treatments. - Social commerce and technology are accelerating these trends; 39% of younger shoppers have purchased secondhand items via platforms like Instagram and TikTok. Retailers are also leveraging AI to personalize the online thrifting experience, making it easier for shoppers to discover products.
