In recent years, buying second-hand goods and thrifting have gained significant momentum in South Africa, not just as budget-friendly options, but as conscious lifestyle choices. More South Africans are embracing pre-loved fashion, furniture and electronics as sustainable alternatives to fast consumerism. Whether driven by economic necessity, environmental awareness, or a love for unique finds, thrifting has become a cultural movement that reflects both creativity and resilience.
In March 2024, infoQuest, a leading South African online research company conducted a survey to assess second-hand buying/thrifting behaviour among 300 South African consumers of all demographics.
This article examines the prevalence of second-hand buying and thrifting, including the types of items typically purchased, the platforms and locations where these transactions occur, the motivations driving consumer behaviour, and whether thrifting is emerging as a growing trend.
Incidence of buying second-hand/thrift items
Approximately 80% of South Africans have purchased second-hand/thrift items at some point, with 45% identifying as regular or occasional buyers.
Demographics of second-hand buyers/thrifters
Thrifting enjoys widespread appeal across genders and age groups, reflecting its broad relevance in South African consumer culture. Notably, the Western Cape shows a higher incidence of second-hand shopping. This may attributed to Cape Town’s rich history of creative, vintage and second-hand markets, which have helped cultivate a strong local culture of sustainable, unique shopping.
Categories of second-hand thrift items purchased
When it comes to second-hand shopping, fashion, books, electronics, gadgets and furniture top the list of popular purchases. While all age groups are active in this space, electronics and gadgets are particularly favoured by younger consumers, reflecting their tech-savvy lifestyles and interest in affordable, high-value finds.
Both in-person and online shopping are evident when it comes to buying second-hand/thrift items. Older buyers are more likely to buy on online marketplace platforms and in-store at second-hand stores such as Cash Crusaders, etc, than younger buyers.
Frequency of buying second-hand/thrift items compared with a year ago
Compared with a year ago, about 1 in 3 second-hand/thrift buyers are purchasing more.
Main reasons for buying second-hand/thrift items
Cost saving is the primary reason for buying second-hand/thrift items, with the top three reasons being:
- Cost Savings
- Finding unique/vintage items
- Supporting charities and local sellers
Avoiding fast fashion/consumerism and promoting sustainability were also mentioned by some shoppers as reasons for supporting this industry.
The second-hand and thrifting economy in South Africa is more than just a trend – it is a powerful response to economic, environmental and social challenges. As the cost of living continues to rise, second-hand shopping offers an affordable alternative for individuals and families, while simultaneously promoting a circular economy. Thrifting not only empowers consumers to stretch their budgets but also reduces waste, lessens dependence on fast fashion, and fosters a culture of re-use and sustainability.
‘Moreover, the second-hand market creates significant opportunities for entrepreneurship and job creation’, says Claire Heckrath, MD of infoQuest. ‘From informal traders in local markets to curated vintage boutiques and digital thrift platforms, this growing sector has the potential to uplift communities and support small businesses.’
In conclusion, South Africa’s second-hand and thrifting economy is more than just a response to current financial pressures – it represents a transformative force for a more equitable, sustainable and resilient future. ‘With the right support and a shift in mindset, thrifting can thrive as a cornerstone of South Africa’s sustainable development,’ observes Heckrath.
