Second-hand apparel is becoming a more visible part of fashion retail. In 2026, Steve Madden launched dedicated resale shops across three of its brands, while Pacsun expanded its PS Vintage second-hand offering into stores across the U.S.
There is a sizeable potential audience for these services. Our data finds that nearly two-thirds of Americans say they are interested in buying second-hand clothes in the future (64%), even though concerns like condition of clothes and lack of seller trust remain.
But where do Americans consider buying pre-owned clothes from – and which types of clothing are they willing to purchase used?
YouGov Surveys: Self-serve data looks at where the opportunity is strongest.
Where Americans would buy: Nearly three in ten Americans would consider brand resale services for second-hand fashion
Thrift stores and charity shops remain the most common route into second-hand clothing, considered by three in five U.S. adults (61%). They are particularly popular among lower-income Americans, with consideration rising to 64%.
Specialist second-hand and vintage clothing stores rank next at 39% overall, but their appeal moves in the opposite direction by income. Just over a third of lower-income Americans would consider shopping at these stores (34%), compared with more than half of higher-income consumers (52%).
But brand-operated resale services also rank relatively highly. Nearly three in ten Americans (29%) say they would consider buying second-hand clothing through a brand’s own resale service, such as Patagonia Worn Wear or Levi’s SecondHand. That rises to around one in three among both middle- and higher-income adults (34%), compared with 22% among lower-income consumers.
Online resale options attract similar levels of consideration. Just over a quarter of Americans would consider specialist second-hand marketplaces such as Vinted or Depop (27%), while 24% would consider general online marketplaces such as eBay.
By comparison, more traditional retailers attract smaller shares. Around one in five Americans would consider buying second-hand clothing from clothing-focused department stores such as Macy’s or Nordstrom (22%), while 13% would do so at supermarkets and general merchandise retailers such as Walmart or Target.
That contrast is useful for brands considering resale: their own second-hand services currently attract greater consideration than either department stores or general merchandise retailers selling used clothing.
What Americans would buy: Everyday clothing has the broadest second-hand appeal
YouGov’s data suggests Americans are most comfortable buying second-hand items that make up everyday wardrobes.
Approaching three in five (57%) would consider buying used tops such as shirts, T-shirts and sweaters, while more than half would consider outerwear such as coats and jackets (55%) or bottoms such as jeans, pants and skirts (52%).
Consideration is lower for fashion accessories (35%), vintage or designer items (32%) and clothing for special occasions (32%).
Fewer than three in ten would think about buying shoes (28%), activewear or sportswear (27%) or dresses (27%) second-hand. Suits and formal wear stand at 24%, while consideration is lowest for children’s clothing (20%) and sleepwear or loungewear (16%).
There are again some differences by income. Higher-income Americans are particularly open to vintage or designer items, with 42% saying they would consider buying them second-hand, compared with 34% of middle-income and 27% of lower-income consumers.
They are also more likely to consider used suits and formal wear (32% vs 24%), but less likely to consider second-hand tops (50%) or bottoms (41%) than lower-income Americans (59% and 57%, respectively).
Overall, YouGov’s research suggests that while thrift stores remain the most established destination for second-hand apparel, consumers are open to a much wider range of sellers.
Methodology: YouGov polled 1,000 U.S. adults online on October 1. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, race, and region.
