As Christmas approaches, Dutch consumers are preparing to exchange gifts under the tree. A recent survey conducted by Refurbed, an online marketplace for refurbished products, reveals a growing acceptance of refurbished items as Christmas presents. Nearly half of Dutch consumers (49%) are open to giving refurbished products as gifts, while 60% would be happy to receive one. The most common reasons cited for this trend are, as always, the affordability and eco-friendly nature of refurbished products. Price consciousness remains a stronger driver than sustainability. While most refurbished brands emphasize the environmental benefits of their products, it is ultimately the cost savings that persuade consumers to choose used over new.
Dutch retail habits and the shift toward sustainability
December has long been a crucial month for Dutch retailers, with consumers traditionally flocking to both physical and online stores to shop for gifts. Simultaneously, the Netherlands continues its efforts to establish a fully circular and climate-neutral economy by 2050. Sustainable choices, such as opting for refurbished gifts, are playing an increasingly significant role in this transition by reducing CO2 emissions, conserving water, and minimizing electronic waste.
Consumer attitudes toward refurbished gifts
The survey by Refurbed sheds light on shifting consumer attitudes. Nearly half of Dutch consumers are now considering gifting refurbished products during the holidays, reflecting a significant cultural change. Younger consumers, particularly those aged 18 to 54, are more open to this idea, with over 56% in favor, while only 39% of consumers aged 55 and older feel the same.
Among those willing to give refurbished gifts, consumer electronics, such as smartphones and tablets, are the most popular choices, followed by IT products, kitchen appliances, and household electronics. Sustainability and cost-effectiveness emerge as the two primary motivations. Seventy-one percent of respondents who are open to gifting refurbished products cite sustainability as a decisive factor, while an equal proportion emphasize the cost savings compared to buying new products.
Additionally, the survey highlights a positive reception to refurbished gifts, with 60% of respondents indicating they would be pleased to receive a refurbished product under the Christmas tree.
Redefining ‘new’ in the gifting season
Refurbed’s mission is to redefine the concept of “new.” According to the company, products that function as good as new, such as refurbished items, should be embraced alongside brand-new goods. Consumer attitudes are crucial to this shift, and the survey results signal progress. Kilian Kaminski, one of Refurbed's co-founders, expressed optimism about the findings, stating, “The numbers show that more people are open to refurbished products. To achieve a fully circular economy, we need everyone’s participation. In today’s consumer-driven culture, reuse must become the norm, especially during gifting seasons. People can be just as delighted with high-quality, sustainable options.”
Paving the way to a circular economy
The findings from Refurbed’s survey reflect a growing willingness among Dutch consumers to integrate sustainability into their holiday traditions. By choosing refurbished gifts, they are not only helping to reduce their environmental impact but also supporting the broader transition toward a circular economy. As this trend gains traction, refurbished products may soon become a staple under the Christmas tree, representing a perfect balance between thoughtful gifting and environmental responsibility.
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