How cultural attitudes toward secondhand items are changing

The rising cost-of-living crunch continues to push New Zealanders toward buying and selling secondhand goods.

Trade Me Marketplace's 2025 Aotearoa Circular Economy Report shows that mounting expenses have prompted many people to join the circular economy to both earn and save money.

A survey of 4000 consumers found that secondhand sales in New Zealand have reached record highs, expanding the circular economy to $5.5 billion.

Sixty percent of respondents with items to sell said the higher cost of living has made them more likely to trade in used goods more often.

When it comes to buying pre-loved items, 71 percent said their main motivation was to save money, followed by environmental benefits, better quality and the thrill of finding something unique.

The growing appetite for secondhand goods has also put pressure on community op shops and thrift stores, with some struggling to keep up with soaring demand.

Wendy Quach, founder of online consignment and thrift store & Again, said the business had grown rapidly since its launch in 2020, driven by a wave of consumers eager to clear out their wardrobes and embrace thrift shopping, especially as the rising cost of living continues to bite.

"This year has been the best for us in terms of business," Quach said.

"When Kiwis are feeling the pinch and have less money to spend, they want to make sure the money they are spending is going further."

Quach said her team processed hundreds of secondhand clothing each day to meet demand, which she admitted had become one of the biggest challenges and increasingly difficult to keep up with.

She said secondhand pieces were often far more affordable than buying new, a key reason many people were changing their shopping habits.

At the same time, she said, attitudes toward secondhand fashion were evolving.

Born and raised in New Zealand to a Vietnamese Chinese mother and a Cambodian Chinese father, Quach said she was driven to challenge the cultural stigma around secondhand goods that persisted in many Asian communities.

"A huge driving force of why I started & Again was because I wanted to break that cultural stigma of shopping secondhand or shopping used," she said.

"I grew up in a Chinese household, where buying new, luxury, designed, good [items] was seen as a status symbol.

"Especially coming from an immigrant family, going back to shopping secondhand or buying something used is almost like going backwards.

"I really wanted to rewrite that narrative about shopping secondhand," she said, promoting it as an activity that was "modern, fun [and] accessible."

Beyond online thrift stores, community op shops are also feeling the strain of rising demand.

Tucked away in Auckland's Western Springs, a 100-square-metre secondhand shop opens its doors to the public from Thursday to Sunday each week.

Inside, a bag of children's clothes sells for just $1, a woman's dress for $5 and a pair of recycled jeans sells for $15 - bargains that draw shoppers looking for affordable, good-quality finds.

The shop is part of the Waiōrea Community Recycling Centre, operated by the McLaren Park Henderson South Community Trust in partnership with Auckland Council.

All of the centre's secondhand goods are donated by members of the community.

Christine Wang, the center's manager, said thrifting has become increasingly popular among New Zealanders, particularly younger generations, while the rising cost of living has also played a major role in driving more people to shop secondhand.

"When you compare the secondhand price to retail, there's a big significant difference," she said.

"Our price can be as low as free," she said. "You can get items for as low as 50 cents for a craft material or stationery."

Wang said the facility received about 20-25 cubic metres of public donations each week, mostly clothing and homeware.

Some of the items were sold in the shop, while others were distributed to charities, community organisations and groups supporting people in need.

Because of the large volume of donations, the center holds a $5 fill-a-bag sale every three months to help process and circulate reusable clothing within the community.

The event, she said, consistently drew large crowds.

"It's become more than just a sale," Wang said.

"Sometimes you see families take the opportunity to come that day, get their next six months of outfits, linens and shoes sorted, and connect with people from their community. It's a great initiative."

Originally from China, Wang said she had also noticed a gradual shift in attitudes toward secondhand goods within the Chinese community.

"Now shopping secondhand has become normalised in New Zealand," she said. "The Asian cultures are finding it easier to accept as well.

"When we're accepting those donations, we look at them not just as stuff or donations," she said.

"We look at them as people's stories and memories. We feel responsible for giving it a new life or continuing the legacy," she said.

"There's more meaning behind it. It helps to remove some of the culture stigma."

The monthly ReUse Market has been operating in Auckland's city centre for about two years.

Over that time, foot traffic has steadily grown, especially during the summer months.

Suzanne Kendrick, the market's organiser, said visitors were primarily attracted by the low cost of items on offer.

Because of funding from Auckland Council and free parking space provided by Auckland Transport at the Victoria Street Carpark, the market can offer stallholders space for free, a move that helps keep prices low and goods affordable.

"Many of our shoppers buy exclusively secondhand," she said. "People sell for all sorts of reasons - downsizing, decluttering, kids growing up, moving house, or simply because of fashion and lifestyle changes.

"It's a great way for sellers to make a bit of cash from things they no longer need."

She said a growing number of Asian shoppers, especially students living in the city centre, have embraced the "Kiwi culture" of reusing items rather than buying new, a change she welcomed.

"We encourage everyone to choose secondhand over new," Kendrick said. "It's the smartest, most sustainable choice for your wallet and the planet."