Almost Half of Austrians Also Buy Second-Hand

The IHaM (Institute for Retailing, Sales and Marketing at the Johannes Kepler University in Linz) surveyed over 1,000 people in Austria in April and May. The evaluation showed that 47 percent of Austrians have purchased used retail goods (excluding vehicles and antiques) in the past twelve months. People under 30 (Gen-Z) even made purchases at a rate of 62 percent. Baby boomers (born before 1965), on the other hand, spent money on used goods only a third of the time.

Second-Hand: Customers Feel Smarter and Better

Besides the price, sustainability is a priority for baby boomers according to the survey. For those aged 45 to 60 (Generation X), it is often about getting high-quality brand products at a lower price. For those under 45 (Generation Y), it is about a "personal lifestyle," and those under 30 (Generation Z) are looking for special or rare products, according to a release from IHaM. Purchases are most frequently made online, followed by second-hand shops and flea markets.

Fashion, books, and then furniture and garden products are in demand. One in ten is looking for used computers or mobile devices. On average, 300 euros are spent annually on second-hand products. The Austrian market is now large, with expenditures totaling around 950 million euros in the twelve months from May 2024 to April 2025, the institute calculated. However, this is only one percent of retail spending in Austria. In a European comparison, Austria is in the middle range for second-hand shopping.

"Second-hand is no longer a compromise today, but a conscious purchasing decision - with style, attitude, and an experience factor," comments University Professor Christoph Teller on the study's results. For many, it is about "the story that a piece brings with it." Those who buy second-hand feel "not only smarter but often better in terms of sustainability and self-image."

(APA/Red.)

This article has been automatically translated, read the original article here.