A significant shift in consumer behaviour is underway in the UK, as a new survey indicates that buying second-hand has become the primary choice for one in ten shoppers when acquiring items other than food so far in 2026. This trend highlights a growing preference for pre-loved goods, driven by factors such as cost savings and environmental consciousness.
Key Findings from the KPMG Poll
The poll, conducted by OnePoll for KPMG, surveyed 3,000 UK consumers between March 5 and 16, 2026. It found that 8% of people across all age groups report using reselling sites as their main method for purchasing non-grocery goods this year. This figure rises sharply to 15% among those aged 18 to 24, suggesting that younger adults are at the forefront of this movement.
Income and Age Demographics
Based on personal income, individuals earning between £30,000 and £35,000 have purchased the most items using resale platforms in 2026. Additionally, a third of 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.
Future Intentions and Retail Preferences
Looking ahead, a fifth of people (18%) have not yet sold an item on reselling sites but plan to do so at some point. When asked about their primary shopping habits for non-grocery items, 21% said they mainly shop online from UK marketplaces like Amazon or retailer sites such as Tesco or B&Q. Other preferences include:
- 19% mainly shop in stores of well-known UK retailers.
- 14% primarily buy items online from UK stores.
- 5% shop mainly from international marketplaces like Shein or Temu.
- 5% favour independent UK retailers.
- 14% reported not purchasing any non-grocery items so far this year.
Impact on the Retail Landscape
Linda Ellett, head of consumer and retail for KPMG UK, commented on the findings, noting that the growth of consumer-to-consumer selling platforms is reshaping the UK retail sector. She cited a combination of factors boosting the popularity of buying and selling pre-loved goods, including affordability, extra income opportunities, sustainability beliefs, item quality, and platform convenience.
Ellett emphasised that this trend is affecting new item purchases on the high street. In response, some retailers are introducing their own reuse services, offering refurbishment and authenticity as advantages over consumer-to-consumer platforms. With the cost of living remaining high and sustainability a key priority for consumers, the growth in reuse is expected to continue.
This survey underscores a transformative period in UK shopping habits, where second-hand options are not just alternatives but preferred choices for a growing segment of the population.
