E. Tcholakova
Research expert covering Fashion, Apparel, Footwear and Accessories industries, as well as non-food FMCG in the Nordics.
Sustainable gifting behavior - statistics & facts
In a world where the cost of living, inflation, and sometimes just lack of ideas for what to get their loved ones are constantly looming, consumers have turned to more sustainable methods of gift-giving. Whether that’s making something themselves or paying a visit to the local thrift shop, people around the world have begun to normalize second-hand, handmade and environmentally friendly gifts.
In recent years, sustainability has become a focal point in many aspects and industries, including but not limited to the fashion industry. Thrift stores, upcycling workshops or even tutorials for handmade items have become key sources for unique and thoughtful gifts, that are not only eco-friendly, but also have additional value due to their individuality and creativity. The rise of sustainable shopping, and in particular gift-giving, around the world highlights a shift towards valuing experiences, personalized items, and the environment over traditional consumer behavior.
Used gifts in Scandinavia
Conversations about second-hand gifts began over a decade ago in the Scandinavian countries, rising in popularity in recent years, as more people embrace sustainable living and conscious buying. In fact, in 2024, one in four Swedes shared that they planned to buy Christmas presents second-hand. In a similar fashion, nearly one-fifth of Danish consumers would be gifting one-another pre-loved items on Christmas.Why choose secondhand gifts?
Consumers choose more sustainable gift options for a variety of reasons. For example, in the United Kingdom, the majority of a survey’s participants shared that their main motivation to gift sustainably was to make a positive impact on the environment. Another important factor was budget, with secondhand shopping allowing people to buy quality items for a fraction of the cost. Across the pond, American shoppers shared a similar sentiment for secondhand presents being a better value for money. While some chose to pay a visit to their local thrift store, others opted for more personalized items, with over 50 percent of Gen Z sharing that they would likely gift others something hand-crafted.In recent years, sustainability has become a focal point in many aspects and industries, including but not limited to the fashion industry. Thrift stores, upcycling workshops or even tutorials for handmade items have become key sources for unique and thoughtful gifts, that are not only eco-friendly, but also have additional value due to their individuality and creativity. The rise of sustainable shopping, and in particular gift-giving, around the world highlights a shift towards valuing experiences, personalized items, and the environment over traditional consumer behavior.
