Thrift Store Boom Post-COVID: A Sustainable Shift or Temporary Trend?

In the wake of the COVID-19 pandemic, the way we shop for clothes has changed—dramatically. One of the most noticeable shifts? The rise in thrift store popularity. From Gen Z TikTok hauls to local secondhand shops seeing record traffic, the post-pandemic fashion scene looks a lot different than it did in 2019.

But is this shift toward thrift a lasting move toward sustainability—or just a passing phase triggered by economic pressures and viral trends?

The Post-Pandemic Thrift Surge

When global lockdowns disrupted retail shopping in 2020 and 2021, people turned to digital alternatives and more affordable options. As inflation kicked in, many households looked for ways to cut costs—including clothing.

According to ThredUp’s 2023 Resale Report:

• More than 50% of consumers bought secondhand apparel in 2022.

• Thrift stores and resale platforms experienced a 24% growth rate—outpacing traditional retail.

Local thrift stores across the U.S. also reported spikes in donations and sales in 2021 and 2022. The Salvation Army and Goodwill noted double-digit growth in store traffic in some regions, especially from younger shoppers.

Why the Boom?

1. Economic Uncertainty

With rising prices and job insecurity post-pandemic, consumers turned to thrift stores for budget-friendly clothing.

“I started thrifting more because I couldn’t afford $70 for a sweatshirt anymore,” one college student shared in a 2022 focus group.

2. Environmental Awareness

The pandemic also pushed many people to rethink their lifestyle. With supply chain disruptions and stories of overconsumption flooding social media, secondhand shopping began to feel like the “right” thing to do.

3. Influencer Culture & Aesthetic Appeal

Apps like TikTok and Instagram helped glamorize thrifting. "Thrift hauls," "upcycled outfits," and "vintage looks" went viral, especially among Gen Z.

Is This Shift Actually Sustainable?

On the surface, yes. Thrifting extends the life of garments, reduces demand for new manufacturing, and diverts clothing from landfills. But there’s nuance to consider.

Metric	Traditional Retail	Thrift/Secondhand
Average garment lifespan	~3 years	Up to 7 years
Water use per garment	~2,500 liters	Near zero
CO₂ emissions per item	~15–30 kg	82% lower
Average price paid per item	$30–$60	$5–$15

(Data sources: WRAP, ThredUp, EPA)

However, experts caution that overconsumption can still happen, even with thrifted items. Some shoppers treat thrift stores like fast fashion—buying excessive amounts simply because it’s cheap.

"Sustainable fashion isn't just about where you shop. It’s about how much you consume,” says Elizabeth Cline, author of The Conscious Closet.

Challenges Facing Thrift Retail

Even as demand grows, thrift stores face their own set of problems:

• Too many donations: Many stores are overwhelmed with poor-quality fast fashion items.

• Sorting labor shortages: Staffing challenges post-COVID affect operations.

• Resale gentrification: Rising popularity means higher prices, potentially pushing out low-income shoppers who rely on thrift.

Online thrift platforms are not immune either—shipping individual items across the country adds carbon emissions and packaging waste.

Is the Boom Here to Stay?

According to market analysts, secondhand fashion is more than just a fad:

• Projected global resale market size by 2027: $70 billion.

• Gen Z is now the fastest-growing group of secondhand shoppers, with over 60% saying they prefer to buy used when possible.

But permanence depends on consumer behavior. Will people continue to shop secondhand even when inflation eases? Or will they return to fast fashion habits once convenience wins?

What Makes the Shift Sustainable?

Here’s how to help keep the thrift trend moving in a truly sustainable direction:

• Buy with intention: Ask if you really need the item—even if it’s cheap.

• Donate responsibly: Clean, wearable items only. Don’t treat donation bins like trash cans.

• Support community stores: Shopping locally keeps your environmental footprint smaller.

• Mix old with new: Combining thrift with a smaller, curated wardrobe can reduce waste long-term.

Final Thought

The post-COVID thrift boom shows that change is possible. Economic pressure, digital influence, and rising environmental awareness have all nudged people toward more mindful shopping. But whether this becomes a lasting cultural shift—or fades with the next fashion cycle—depends on all of us.

If we continue choosing secondhand with purpose, the thrift store boom could be more than a moment. It could be a movement.