Amazon has reported a surge in sales of second-hand goods across Europe, with a growth of over 20% in the past two years. As the festive season approaches, a recent survey commissioned by Amazon reveals that second-hand gifting is becoming a cultural shift, particularly among younger generations. Earlier we saw that a survey from marketplace Refurbed had a similar outcome.
Gen Z leads the second-hand gifting revolution
The study, conducted by OnePoll among more than 10,000 European adults, highlights that 64% of Gen Z shoppers (aged 18-24) believe pre-loved items make the most thoughtful, original, or romantic gifts. This figure is notably higher than the European average of 50%. Sam Littlejohn, Head of Returns and Repairs at Amazon, commented, “Second-hand gifts are not only better for the environment but often more affordable. In our household, we always aim to gift second-hand items during the festive period.”
Pre-loved shopping gains traction
Amazon Resale offers European shoppers refurbished and returned products, with discounts of up to 50% on popular categories such as toys, gaming consoles, and electronics. The platform taps into a growing trend: 86% of European consumers compare ‘used’ versus ‘new’ prices when shopping online, a figure that rises to 94% among Gen Z and Millennials (aged 25-34).
Repair, donate, and resell: Europe’s sustainable habits
The survey also reveals that 82% of European shoppers actively re-sell, donate, repair, or re-gift items. Among these habits, donating is most popular, especially among seniors aged 65 and above, with 58% passing items to others or charities. Meanwhile, Millennials lead in reselling, with 46% regularly participating in the secondary market.
Sustainability through upcycling and repairs
Creativity with pre-loved items is also on the rise. One in five Europeans reported upcycling old possessions, while 23% successfully repaired broken items using online resources. Younger age groups, particularly those aged 25-34, are most committed to repairs, with 44% undertaking fixes in the past year.
The future of second-hand shopping
Driven by younger generations, Amazon’s growth in second-hand sales reflects a shift toward sustainability. As more consumers turn to pre-loved items, second-hand gifting may soon become a European norm. However, it’s clear that affordability plays a stronger role in persuading shoppers than the environmental benefits.
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