Second-hand Christmas presents: Who buys the most in Europe?

Second-hand gifts might overtake traditional presents this Christmas, as most people in Europe’s largest economies plan to shop for “pre-loved” items this holiday season. Which nations and generations are leading this revolution and which ones are holding back?

The rising cost of living and growing concerns over climate issues are driving a surge in second-hand gifts, as these items are set to dominate consumer choices this Christmas.

In the UK, 83% of people say they would be happy to receive a “pre-loved” present, and 68% of shoppers plan to spend a part of their budget on it. The rate goes up to 83% among Gen Z, according to the 2024 Recommence Report.

The most popular second-hand presents in Britain this Christmas are expected to be electronics (55%), sporting items (47%) and furniture (42%).

Germany: Sustainability spirit fuels second-hand shopping

While British second-hand shopping is mainly driven by financial reasons (63%), sustainability is the main purpose for Germans (52%), says the country’s Retail Association HDE.

Another difference is that recycled presents are much less popular among youngsters in Germany, as the country’s 16-24 generation overwhelmingly (73%) prefer the traditional way of buying presents.

Nonetheless, the majority of German shoppers (63%) are willing to turn to used gifts.

The most popular “pre-loved” items in the country are expected to be “home & decor” (67%), accessories (62%), electronics (58%) and clothing (51%).

Spain: Family members to get most second-hand presents

Spaniards are more cautious but still open to second-hand presents, with 55% considering their purchase and 50% happy to receive them.

Like in the UK, the youngest generations (66% of 18-24s) are pushing the trend, according to research by Milanuncios and Appini. Most pre-loved gifts are expected to go to family members (70%), friends (56%) and partners (54%).

The most popular items are set to be video games (47%), decorative objects (39%) and cultural/entertainment products (39%).

Italians: Too self-conscious to gift second-hand items?

In Italy, there is an evident distance between buying and receiving second-hand presents, which might be connected to psychological or judgment factors.

The vast majority of people, 82%, would happily unwrap second-hand presents.

On the other hand, those considering gifting second-hand items are only 44%.

The rate goes up to 76% only in cases where the product is considerably cheaper and in perfect condition.

However, Italians who do consider second-hand shopping are extremely convinced of the choice, as 79% of them are willing to buy up to five products.

Books are the most popular recycled gift (51%) in Italy, followed by clothing items and small household appliances at 28%, according to research by Wallapop.