Haylee Thomas, 26, does about 70% of her shopping secondhand. American Thrift, her favorite thrift store, is a large, family-owned store with multiple floors located in New Jersey. When she has the time, she makes the trip from Manhattan to sift through the racks for good finds.  

Thomas also uses resale platforms like Depop and Poshmark to shop more easily. Her algorithm knows her style and curates a selection of vintage, unique pieces she likes. 

“I always check depop or poshmark first to see if I can get it secondhand for cheaper,” said Thomas. “Price is the main reason…Not to mention it’s great for the environment, which is a huge plus for reducing waste.” 

Thomas is one of many Gen Z consumers fueling the resale market, with secondhand items making up 32% of their closets, according to a BCG and Vestiaire Collective report. Thrifting checks all the boxes for what Gen Z values in shopping: appeal, affordability, and sustainability. 

A 2020 study found that U.S. Gen Z consumers were motivated by price, as well as social, emotional, convenience, and sustainability value, in that order. They’re able to hunt for distinct pieces, while saving money and reducing waste. In that mindset, this age group gains satisfaction in what they see as a win-win for themselves and the environment. 

This is good news for the resale market, which overall grew 15 times faster than the clothing retail industry in 2025, according to The State of Fashion 2025 report from McKinsey & Company and BOF. The growth is expected to continue, as 60% of consumers believe the best value for money comes from shopping secondhand, according to the report. 

“The growth of resale and second-hand apparel, particularly among Gen Z, is one of the more interesting shifts happening in retail right now,” says retail and e-commerce expert Scott Benedict. “It sits at the intersection of sustainability, affordability, and digital discovery.”

Macroeconomic factors, like rising prices, helped shape this consumer trend, as more shoppers prioritize saving money amid ongoing economic uncertainty. 

“Consumers have faced pressure on inflation in non-discretionary categories of spending and tariffs, which have pushed up pricing across many discretionary categories,” said Shelley Kohan, retail management instructor at Syracuse University’s Whitman School of Management. 

The conflict in Iran is likely to continue this pattern, as consumers are forced to deal with sharply higher gas prices. As a result, shoppers are more likely to cut discretionary spending. Secondhand shopping is one way, Gen Z, who faces all of these factors, plus a challenging and competitive labor market, can save money.

Gen Z’s conscious-consumer attitude has even caused companies to adopt more eco-friendly behaviors. H&M’s sustainability report, released in March 2026, cited increased reductions in greenhouse gas emissions to 34.6% compared to 24% in 2024, and an increase in sustainability-sourced materials from 89% to 91%. The same report cites “price sensitivity” and “climate change awareness” as accelerants for the secondhand market.

Shein also released a sustainability report in June 2025, stating the company is focusing on decarbonizing its emissions and developing a circular textiles ecosystem.

Alexia Hill, head of public relations at Allegra Vintij on the Upper East Side, says that while the store sources clothing pieces based on personal taste, some picks are geared towards a specific generation. “She loves true vintage,” Hill says, showing a picture of a woman, approximately in her 20s, surrounded by bright-colored clothing. “Not necessarily following trends but really into fashion, and you kind of see that with the colors in the store.”

On the impact of Gen Z on fast-fashion brands Ting Chi, professor at the department of apparel, merchandising, design, and textiles at Washington State University, Chi said, “They are all making efforts to be less negatively environmentally impactful brands or products.”

Yet, the same generation that cites the environment as a concern, also makes up a large body of fast-fashion consumers. Thomas shops at stores like Zara, the Spanish fast-fashion company, on occasion. 

Fast fashion’s environmental impact has been well documented. Because of their low quality, people often only get a few wears out of these clothes before discarding them. Ninety-two million tonnes of textile waste are produced each year, according to the United Nations Environment Programme, with many items ending up in landfills. 

Affordability takes precedence for some Gen Z consumers. If they can get a clothing item for cheaper, sustainability can be an afterthought. As with most consumers, affordability is the primary driver for 74% of Gen Z shoppers, according to a report by BCG and Vestiaire Collective.

For shoppers like Thomas, the result is a paradox of shopping values. The generation that sees secondhand shopping as a positive because of its environmental impact, also still frequents fast-fashion companies like Shein and H&M because they offer lower price points. 

“We call it an emotional fulfilling experience,” said Chi. “They want to have choices, so fast fashion provides a lot of new, faster paced, new designs, and different styles, and competitive prices. It’s very enticing for this generation with relatively less monetary resources.”

Social media also fuels their indulgence in fast-fashion, as influencers promote “must-have” items and clothing hauls from stores like Shein. As consumers that spend a significant amount of time online, Gen Z is constantly exposed to this kind of marketing that encourages them to buy trending items, often at lower price points. 

“I’m never going to be like ‘Oh you’re the devil if you shop fast fashion’,” said Thomas. “I think just overall being more conscious about it.”