A new generation is making thrift shopping cool (again)

ConsumerA new generation is making thrift shopping cool (again)Gen Z shoppers, like many other Americans, are seeking bargains as inflation rises. But they also want sturdy clothes that were made to last.Listen to this article with a free account00:0000:00Add NBC News to GoogleSecond-hand stores thrive as affordability becomes top priority05:13Get more newsLiveonShareAdd NBC News to GoogleJune 9, 2026, 5:00 AM EDTBy Kayla SteinbergThrift shopping is back in fashion.Subscribe to read this story ad-free Get unlimited access to ad-free articles and exclusive content.No, it’s not just about wearing your granddad’s clothes (and looking incredible). For a new generation of consumers, it’s about the fun of hunting for treasures — and finding bargains in an economy gripped by inflation.“Secondhand fashion is booming, and that’s for I would say three key reasons: value, variety and also sustainability,” said Taylor Bowley, an economist at Bank of America Institute.Transactions are up 22% from a year ago, according to a new report from Bank of America. The foot traffic site Placer.ai found thrift shops are now outperforming stores that sell new items. While visits to traditional apparel retailers dropped from late 2022 to late 2025, visits to thrift stores soared more than 25%.Secondhand apparel in the U.S. has grown into an approximately $56 billion market, doubling from 2020 to 2025, according to a new report from the online consignment and thrift store ThredUp. Younger shoppers are driving the trend: ThredUp’s report found 62% of Gen Z shopped secondhand last year. What’s old is new again — and it’s not just secondhand clothing. Vinyl, film cameras and knitting are all trendy again as younger generations embrace old-school tech, fashions and hobbies while also prioritizing quality and sustainability.Thrift shopping has become a big enough piece of the economy that the Bureau of Labor Statistics is now incorporating secondhand apparel into its consumer price tracking. There...