A new survey has uncovered a significant shift in UK shopping habits, with one in ten consumers now making second-hand goods their first choice for non-grocery purchases in 2026. According to research conducted for KPMG, this trend is particularly pronounced among younger demographics and those with moderate incomes, highlighting a broader move towards sustainable and cost-effective consumption.
Key Findings from the KPMG Survey
The poll, which involved 3,000 UK consumers between March 5 and 16, 2026, reveals that 8% of people across all age groups report using reselling sites as their primary method for buying items other than food so far this year. This figure rises sharply to 15% among those aged 18 to 24, indicating a generational embrace of the circular economy.
Income and Age Dynamics in Resale Activity
Based on personal income data, individuals earning between £30,000 and £35,000 have purchased the most items through resale platforms in 2026. Meanwhile, a third of all respondents (33%) say they have sold an item via a reselling site this year, with an average of five items sold across all age groups. Those earning between £35,000 and £40,000 report selling the most items on average, suggesting that mid-income earners are actively engaging in both buying and selling pre-loved goods.
Additionally, a fifth of people (18%) have not yet sold an item on reselling sites but plan to do so in the future, pointing to potential growth in this market. When asked about their preferred retailers for non-grocery items, 21% of consumers said they mainly shop online from UK marketplaces like Amazon or retailer sites such as Tesco or B&Q. Another 19% prefer shopping in physical stores of well-known UK retailers, while 14% primarily buy items online from UK stores.
Impact on Retail and Sustainability
Linda Ellett, head of consumer and retail for KPMG UK, commented on the findings, noting that the rise of consumer-to-consumer selling platforms is transforming the UK retail landscape. She cited factors such as affordability, extra income opportunities, sustainability beliefs, item quality, and convenience as drivers behind the popularity of buying and selling pre-loved goods.
Ellett further explained that this trend is affecting new item purchases on the high street, prompting some retailers to introduce their own reuse services. These initiatives offer refurbishment and authenticity as key advantages over consumer-to-consumer platforms, aiming to capture the growing demand for resale options.
With the cost of living remaining high and sustainability a top priority for many consumers, the growth of reuse and second-hand shopping is expected to continue. The survey underscores a clear shift in consumer behaviour, as more people opt for eco-friendly and budget-conscious alternatives in their purchasing decisions.
