The SH market is no longer a niche. 6 out of 10 Romanians have bought SH in the last year

Reveal Market Resources, study no. 214

The latest study conducted by Reveal Marketing Research aimed to find out more details about Romanians’ attitudes and behaviors towards second-hand shopping.

According to the results of the study, 62% of Romanians in urban areas have bought at least one second-hand product in the last 12 months, and 20% say they have not bought SH in the last year but intend to do so in the next 12 months.

The main motivation for purchasing remains saving money, but the data show that second-hand is no longer perceived only as a necessity alternative: it is a conscious consumption choice, increasingly present, especially among young people, middle-income buyers and those oriented towards sustainability or collector’s items.

• 6 out of 10 Romanians have bought second-hand in the last year — the SH market is no longer a niche.
• 84% of 18–24 year olds have bought SH in the last year — for Gen Z it’s native behavior, not trend.
• The social stigma associated with SH shopping is gone — 3 out of 10 shoppers are proud and actively recommend second-hand to those around them.
• 4 out of 10 buyers purchase SH products monthly or more often.
• 61% of active shoppers purchase from physical SH stores, and 42% online.

Women and young people, the engine of the second-hand market.

The profile of the active SH buyer is that of a young and, to a greater extent, female user. 70% of women have bought second-hand in the last year, compared to 54% of men.

The most active segment is 18 –24 year olds, where penetration reaches 84% (compared to 62% total sample) — a rate that confirms SH purchases as a native behavior of Generation Z, not as a passing trend.

Adoption progressively decreases with age, but remains significant in all groups: even in the 45–55 age segment, more than half of Romanians (53%) say they have made an HS purchase in the last year. Romanians with average incomes (5,001–8,000 lei/month) register the highest adoption rate (63%), a sign that second-hand is perceived as a smart consumption behavior,  not exclusively as a consequence of financial pressure.

What Romanians buy second-hand and from where: offline dominates

Adult clothing and accessories lead the top of the purchased categories (71%), followed by footwear (32%), books, games and toys (31%) and electronics and phones (23%). The expansion into the electronics category — products with a higher unit value — indicates a maturation of the HS market beyond the traditional textile segment.

The offline purchase channel  remains dominant: 61% of active buyers purchase from physical SH stores, confirmed as the main point of contact with the SH market, 42% prefer purchasing from online platforms, while markets and flea markets remain  relevant for 27% of buyers, confirming that the traditional format resists.

The economy leads, sustainability accelerates

The main reason for buying SH remains saving money,  cited by 64% of active buyers. However, the data show a clear diversification of the motivational profile: 18% adopt second-hand out of a conviction of sustainability and waste reduction, and 17% are looking for rare, vintage or collectible pieces, a segment that can justify higher expenses per purchase and a greater attachment to the product.

The main barrier to increasing SH consumption remains price — 44% of active buyers would buy more if prices were even lower. This is followed by the lack of product status checks by the platform (16%) and the lack of clear warranty and return policies  (8%), which indicate that trust and transparency are the key drivers for the growth of the SH market online.

The stigma is gone: second-hand, a normal choice

If a few years ago SH purchases carried the stigma of poverty or social embarrassment, the data from 2026 show that this perception has almost completely disappeared. The way Romanians relate to their SH purchases illustrates a mature and normalized market: 52% declare themselves neutral (they see the decision as a purely practical one), 30% are proud of the choice and the buying experience, actively recommending it to those around them, while 17% prefer discretion — they buy SH, but they are not used to talking about it.

“Second-hand is no longer just a crisis solution, it is more and more a lifestyle choice. It is remarkable the speed with which the SH buyer becomes more sophisticated — looking for warranties, verification, simple return. The online SH market is constantly evolving, and the platform that solves the trust equation will win the next wave of growth.”,  says Marius Luican, General Manager of Reveal Marketing Research.

Frequency and budget: growing engagement, strengthening market

4 out of 10 active shoppers (39%) purchase second-hand products monthly or more frequently, and half (49%) make purchases every few months. Annual spending on SH products is concentrated in the range  of 200–500 lei (36%), but 17% of buyers exceed 1,000 lei per year — a signal that for a relevant segment, second-hand is no longer an occasional alternative, but a consumption channel integrated into the financial routine.

In addition, 1 in 4 buyers (26%) say they buy more second-hand than 2-3 years ago, while 59% maintain the same level. The downward trend is practically absent — the signal is one of consolidation, not saturation.

The future of the market: new buyers with larger budgets

The 20% who have not bought SH in the last year but intend to buy in the next 12 months come with a distinct purchase profile compared to current buyers: they are more oriented towards electronics (38%), household appliances (32%) and cars or motorcycles (29%)) — categories with a unit value significantly higher than the typical purchases of existing buyers. In the case of this profile, physical stores (54%) lead the channel preferences for purchase.

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About Reveal Marketing Research

Reveal Marketing Research is a full-service market research company, specialized in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in more than 20 industries, Reveal Marketing Research believes that market research is the basis for the right decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and other European countries for 17 years.

Reveal Market Resources, study no. 214: Reveal Market Resources is a data hub that includes free studies given to publicity, with the aim of supporting the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online between 02-07.06.2026 on a representative sample for the universe of people aged 18+, internet users, from urban and rural areas. The sample size was 1003 respondents, and the maximum sampling error is +/-3.1% at a 95% confidence level.