By Futurist Thomas Frey
The Secondhand Revolution That’s Rewriting Consumer Culture
Ella Henry, a 21-year-old student at Western Kentucky University, bought all her holiday gifts secondhand last year. Not because she had to, but because she wanted to. She loved the hunt, the surprise of finding things you’d never see in regular stores. This year, her entire family followed her lead—all their Secret Santa gifts must be purchased secondhand.
She’s not an outlier. She’s the norm. About 86 percent of Gen Z shoppers say they’re more likely to purchase secondhand holiday gifts this year, according to eBay research. And traditional retailers are watching their future customer base walk right past their stores toward thrift shops, consignment outlets, and resale apps.
This isn’t a temporary trend driven by economic necessity, though Gen Z holiday spending is expected to fall 23 percent this year. This is a fundamental shift in what younger consumers value, how they define quality, and what shopping means to them. And it’s happening so fast that most major retailers still don’t understand what hit them.
Continue reading… “What Gen Z Is Really Buying This Holiday Season—And Why It Terrifies Traditional Retail”
