Christmas is coming, and our bank accounts are getting, well, obliterated. But luckily, it’s no longer just your quirky aunt who appreciates a good secondhand store: Shopping for gently used items, especially during the holidays, is now on trend. And if you get on board, you might be able to save a bundle by swapping your mall run for a day of thrifting.
In recent years, “Thriftmas”—or shopping for Christmas gifts at stores like Good Will, The Salvation Army, Savers, and online platforms that sell used items—has been creeping into the mainstream. And this year is no different. According to global data from online store ThredUp, in 2025, shoppers plan to dedicate nearly 40% of their holiday budgets to secondhand gifts—a pretty significant jump, even from last year alone. And in 2025, the U.S. secondhand market is worth an estimated $56 billion, up 14.3% from in 2024.
Why the trend? For starters, Gen Z loves all things vintage, whether it’s Polaroid cameras, a pair of flares, or iPods. So it makes sense that thrifting is gaining traction, especially among younger generations. A new survey from Affirm found that 24% of Gen Zers chose to thrift or DIY their home decor, while 40% blend new with secondhand; and 23% shopped for secondhand clothes while 35% mixed thrifted with new clothing.
Of course, it’s not just vintage-loving young people, but escalating financial worries that are driving the trend, too: 85% of shoppers say they expect gifts and other holiday-related items to cost more this year due to Trump’s tariffs, per the National Retail Federation. Likewise, 84% of consumers expect to cut back on overall spending due to rising prices and economic pressure, per PwC Holiday Outlook.
However, Americans are hooked on gifts. While nearly two-thirds (63%) say they wish their family traditions were less focused on gifts, only one in five are considering giving less.
The art of Thriftmas
Enter: Thriftmas, which looks a bit different from hitting up Target, Hollister, and Home Goods. And it might take some warming up to, if you’ve never been big on shopping secondhand.
However, your wallet will thank you. And popular influencers, who are pretty skilled at breathing new life into old things, are driving the movement with content about how to do Thriftmas right. They make choosing items at the thrift store to give—sometimes along with something homemade like butter or baked goods, or with something new—look like an absolute art.
Rebecca Miller, an expert secondhand shopper based in Northeast Ohio, runs the popular Instagram account My Thrifted Abode. Miller tells Fast Company that even though thrifting is majorly on trend in modern times, it’s not new to her.
“Thrifting has always been a part of my life,” says Miller. “I grew up in a family where money was tight at times. I remember going to auctions and thrift stores with my mom as a little girl. It’s been a way of life for me for as long as I can remember.”
Miller has only been sharing her thrift store finds for two years, but her Instagram already has over 114,000 followers, and there’s a reason why: She’s a talented thrifter who is skilled at teaching her audience how to thrift and gift. And according to her, people are more interested in thrifting because they are fed up with the holiday gift-giving craze and are seeking more sustainable options.
“There’s been more of a light shed on the massive overconsumption issue we have,” she says, adding that the sheer amount of items that are bought new, then quickly disposed of is “truly concerning.”
She’s not wrong: 11.3 million tons of textile waste end up in landfills yearly in the U.S., accounting for 7.7% of all landfill waste. During the holidays, the waste multiplies exponentially. Retailers say that 25% of returns end up being tossed out, leading to an extra 5.8 billion pounds of landfill waste—merely from returned items, not to mention all of the other holiday trash.
A more personal (and very vintage) touch
Miller says thrifting can contribute to a holiday season that’s more environmentally friendly, sustainable, and cheaper. But it’s not just about affordability. It’s about a more personal touch that puts genuine thought back into the holidays.
“I love giving old things a new life and being a part of that item’s history,” she explains, noting that reimagining how to use old items scratches her “creative itch.”
Taking a look at some of the fun and eclectic ways that Miller has styled items, it’s clear that it requires a bit more effort than clicking the “Buy Now” button on Amazon and slapping a bow on it the next day. In a recent video, Miller showed off adorable baskets for kids, with secondhand puzzles, books, and more.
“I always thrift gifts for my kids for their birthday and Christmas, and let me tell you, it does not make a difference to them whether they are new items or not!” she wrote in the caption.
But it’s likely not just kids who wouldn’t mind a thrifted gift—especially because the items don’t look like the things everyone else has. They’re vintage, unique, and require searching.
“It’s such a thrill to walk into a thrift store, full of junk, and never knowing what treasures you’ll find,” says Miller. “There’s nothing like the thrill of the hunt.”
While many Americans will still flock to shop the big brands this season, it’s tough to miss that Thriftmas is about to show up in more homes than ever. And with influencers and Gen Z driving the trend, it feels about as welcomed as Santa sliding down the chimney with his bag of tricks. This year, it’s all about Thriftmas—and it’s just as merry.