This year's back-to-school season, the second-hand e-commerce in the United States has also been rolling up

As inflation continues, American consumers are tightening their belts to prepare for the upcoming back-to-school season. This year, there has been a clear shift in American consumer demand, with more and more people choosing to buy second-hand goods for back-to-school items such as clothing and backpacks. Second-hand e-commerce platforms that have sensed business opportunities are also busy launching marketing activities and using various strategies to attract consumers' attention.

According to a survey conducted by ThredUp, a US second-hand e-commerce platform in June this year, nearly half of Generation Z in the US plan to buy second-hand clothing during the back-to-school season this year, and 60% of college students also said they would buy clothes in a more sustainable way this year. Some parents have also opened separate second-hand shopping platform accounts for their children to choose for themselves.

The trend of buying second-hand back-to-school supplies has been reflected in the sales data of major platforms. In July 2023, ThredUp's backpack sales increased by 22% year-on-year. On Poshmark, school supply sales increased by 50% year-on-year, with lunch box sales increasing by 105% and Barbie-themed lunch boxes increasing by 321%.

As consumers become more and more accepting of second-hand goods, and considering that teenagers are still in the growth and development stage, the demand for second-hand goods such as clothing is expected to grow further. Teenagers are usually keen on fashion trends, and their tastes change quickly. The current hot fashion trends in the United States include Y2K-style platform shoes, casual sportswear or Barbie-themed clothing.

Marketing methods emerge in an endless stream, and the competition in second-hand e-commerce is fierce

High inflation has led to a continuous rise in prices, increasing the cost of living pressure on consumers, especially during the fall season when the back-to-school season coincides with the change of seasons, and the demand for clothing will increase significantly. For families with multiple children, the possibility of buying second-hand goods is higher. Therefore, the back-to-school season is not only an important sales period for ordinary retailers, but second-hand e-commerce is also making continuous efforts for this node.

For example, ThredUp launched its largest back-to-school campaign to date this year, opening the "The Get Ready With Us" store and inviting "High School Musical" guest Sofia Wylie to promote it. In the store, ThredUp also used an AI-based tool, where users input the product style they want, and the tool can identify and push similar products, such as a mini denim skirt with buttons, or a short knit suspender in neutral tones.

ThredUp also offers a "Bingo" gameplay feature, where buyers earn points for performing certain actions, such as using a discount code to buy a suit jacket, collecting four dresses, or ordering a "clean-up kit" to ship items out and sell them.

Poshmark has also noticed the business opportunities of the back-to-school season. In July, the search volume for "school supplies" on its platform increased by 50% year-on-year, among which the demand for durable, high-quality backpacks increased significantly. For example, the search volume for Pottery Barn Kids backpacks increased by 329% month-on-month. The retail price of the backpack ranges from US$49 to US$119, but the price on Poshmark is between US$20 and US$25.

Poshmark merchants are also preparing for the upcoming back-to-school season. Some sellers are reportedly offering bundles to attract price-sensitive consumers, such as a backpack full of school supplies for $22 or a 20-piece set of pens, pencils and notebooks for $10.

In addition to bundles, Poshmark sellers are also running back-to-school promotions by leveraging PoshShows, the platform’s livestream shopping feature launched in April, which now averages more than 100,000 livestreams per month.

Buying second-hand goods during the back-to-school season is not a passing fad

In recent years, the price of back-to-school items has continued to increase due to inflation. During this period, consumers mainly buy backpacks, clothes and school supplies. In response to the rising prices, some parents may pay more attention to second-hand goods. Although sustainable shopping awareness plays a role, saving money is still the main motivation for consumers to buy second-hand goods.

It is reported that in 2023, the back-to-school budget of American consumers will be basically the same as in 2022. The difference is that consumers have experienced severe inflation for more than a year, so purchases may decrease.

According to Carolyn Weddel, a high school teacher in the United States, the phenomenon of wearing second-hand clothes is becoming more and more common among young people. Behind this is the change in the concept of this generation. Not only do they not feel ashamed of wearing second-hand clothes, they are even proud of it. In addition, this generation prefers to pursue unique styles and does not blindly follow trends.

Therefore, buying second-hand clothing may become a long-term trend among young people and gradually extend to other categories, such as shoes, bags, accessories, etc. For merchants, it is more important to pay attention to the motivation behind consumers, that is, the pursuit of sustainability and cost-effectiveness.

Editor✎ Ashley/

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