Parents Have New Shopping Strategies This Back-to-School Season
Secondhand Emerges as a Back-to-School Shopping Trend in New thredUP Survey
Back-to-school shopping is a historically costly routine, but this year’s back-to-school season has presented a new set of challenges, thus changing the way parents shop. thredUP, the world’s largest fashion resale marketplace, uncovered internal data and surveyed hundreds of parents across the U.S to determine just how parents are shopping during this unique back-to-school season.
thredUP’s Back-to-School Survey Findings:
Parents are increasingly turning to secondhand this back-to-school season:
Kids clothing on thredUP has sold 60% faster in the past four weeks compared to this time last year, which is 23% greater than general thredUP inventory.
According to thredUP’s recent parent survey, 60% of consumers plan on buying the same or more secondhand this back-to-school season than they did last year.
Further, 40% of parents surveyed say they shop secondhand for their kids before they check for the same item from traditional retailers.
The driving forces behind parents’ thrifty tactics:
1. Economic uncertainty and virtual learning drive demand for value:
More than half of parents surveyed cite “saving money” as the #1 reason why they’re shopping secondhand this year.
Parents are also seeking value across all retail categories:
The top two places parents plan to spend LESS this fall: mall brands & department stores
The top two places parents plan to spend MORE this fall: secondhand & value chains
2. Virtual learning has reduced the need for latest trends.
30% of consumers cite “not needing the latest trends” as another reason for thrifting, swapping, and reusing what they already have.
With more time spent at home, quality and ease continue to take precedence over scooping up the latest designs for kids and parents alike.
3. Consumers are Shopping Smarter for the Planet:
Following savings, nearly a third of consumers surveyed say one of the most important factors when back-to-school shopping this year is sustainability.
As consumers continue to recognize fashion’s impact on the environment, the shift to secondhand is accelerating. In one year, the number of consumers who plan to spend more on sustainable brands has doubled.
Eco-Impact of Shopping Secondhand:
If everyone bought just one used item instead of new this year, we would save:
5.7B lbs of CO2 emissions — equivalent to half a million cars taken off the road for a year
11B kWh of energy — equivalent to lighting up the Eiffel Tower for 141 years
25B gallons of water — equivalent to filling up 1,140 Bellagio fountains
449M lbs of waste — equivalent to the weight of 1M polar bears
What’s Trending this Back-to-School Season?
Shoppers swap fashion for comfort:
With kids clothing flying off the secondhand shelves this month, thredUP uncovered the latest trends for kids fashion this fall. Parents are increasingly seeking out athletic wear and brands that are recognizable names, known for their quality and timelessness.
These are the top 10 kids brands with the biggest growth in sales from BTS season last year to this year:
Parents are also seeking comfort and durability for kids who are spending this fall at home:
Sales of kids’ leggings are up 36% to last year*
Sales of kids’ active pants are up 12%.
Broader Back-to-School Shopping Trends:
thredUP’s survey found that parents are buying clothes and virtual learning tools for their kids this season, while forgoing new toys and electronics.
Why? More than 60% of consumers surveyed say they’re buying clothes this back-to-school season because their kids grew. Another half said they’re buying clothes to be prepared for when their kids do return to school.
The #1 item parents will be buying less of this year? Toys, followed by electronics (likely because they purchased at home entertainment and necessary electronics last spring).
*This statistic is determined by looking at sell through rates during the month of July 2020, compared to sell through rates during this time last year.
About thredUP: thredUP is the world’s largest fashion resale platform, inspiring a new generation to think secondhand first. The company has spent the past 10 years reinventing resale, building a marketplace and infrastructure now poised to power the $50B resale economy and usher in a more sustainable fashion future. Millions of consumers use thredUP as the easiest way to sell their clothes and shop over 45,000 brands at up to 90% off — online, in stores or via “try-before-you-buy” Goody Boxes. Backed by world-class investors, thredUP designed a resale engine that has redistributed over 100 million unique garments from closets across America and is now powering resale for the broader fashion industry via its Resale-As-A-Service (RAAS) platform.