With holiday budgets tighter than ever, Americans are getting more creative and sustainable when it comes to gift-giving. A growing number of shoppers are opting for secondhand shops over malls, driven by a desire to save money, discover one-of-a-kind items, and adopt more sustainable shopping habits.
A nationwide survey and city-level analysis reveal how Americans are embracing thrift shopping this holiday season and which U.S. cities are best for scoring deals.
Americans save an average of $1,452 annually through thrift shopping.
67% of Americans said prices at thrift stores have risen, while 43% noted increased crowds.
24% of Americans plan to shop at thrift stores for holiday gifts this year. Gen Z leads with 34% planning to thrift for the holidays, followed by 24% of millennials.
New York, NY, ranks No. 1 overall for thrifting opportunities this holiday season, followed by Philadelphia, PA, and Los Angeles, CA.
More shoppers are turning to thrift stores to stretch their dollars and find meaningful gifts. But saving money isn't the only reason secondhand shopping is taking off this year.
Americans are saving big through secondhand shopping. The average thrift shopper reports saving $1,452 annually, no small feat in a time of rising living costs. Gen Z thrifters have saved the most per month ($144), followed by millennials ($129).
Nearly 9 in 10 Americans (89%) thrift primarily to save money, but the benefits go beyond budget. Nearly half (46%) enjoy finding unique clothing items, while 70% see thrifting as a sustainable alternative to fast fashion. Many Americans (86%) also believe thrift shopping helps the environment.
The rising popularity of thrift shopping comes with trade-offs: 67% of shoppers noticed that thrift store prices have gone up, and 43% said stores are more crowded than they have been in the past.
Secondhand gifts are becoming more mainstream this holiday season. Nearly 1 in 4 Americans (24%) plan to shop at thrift stores for presents this year. Gen Z leads the way, with 34% planning to thrift holiday gifts, followed by millennials (24%).
44% of Gen Z have already given secondhand gifts in the past. This generation is also the most open to receiving thrifted items, with 13% saying they prefer it.
Not everyone shares the enthusiasm. Baby boomers (16%) and Gen Xers (9%) were the most likely to dislike receiving secondhand gifts, revealing a generational divide in how people view thrifted presents.
Not all cities make it easy to score thrifted treasures. Location plays a big role in how accessible, affordable, and enjoyable secondhand shopping is during the holidays.
According to our analysis, New York City ranks as the No. 1 destination for holiday thrifting, followed closely by Philadelphia and Los Angeles. These cities offer a strong mix of highly rated thrift stores, plus plenty of flea markets and vintage shop options.
On the flip side, Anchorage, AK, and El Paso, TX were found to be the least thrifter-friendly cities this holiday season.
Some cities go beyond the basics, offering a vibrant thrifting scene complete with high-rated shops, bustling flea markets, and strong local interest. These hotspots are shaping the future of sustainable shopping.
New York City has the most thrift stores on Yelp (185), followed by Chandler, AZ (180). But the most highly rated thrift shops are found in Greensboro, NC, and Philadelphia, with nearly half of their stores scoring 4 stars or above.
Tucson, AZ, Omaha, NE, and New York City are among the most expensive cities for thrifting, while Aurora and Colorado Springs, CO, have the most affordable thrift stores, according to Yelp listing data.
New York City also has the highest number of vintage shops (434) on Yelp, but for flea market finds, your best bets are Riverside, CA, and Philadelphia.
Minneapolis led the country in thrift-related search interest per 100,000 residents, with over 118,000 searches for "thrift stores near me" and "holiday markets near me." Higher search interest suggests a thriving thrift culture with more shoppers driving growth in local stores and markets.
Holiday spending doesn't have to break the bank. Start by setting a realistic budget and sticking to it, then mix in thrifted or secondhand gifts to stretch your dollars further. Shop early to find the best selection and explore a mix of thrift stores, vintage shops, and flea markets for one-of-a-kind items.
To save even more, pair your finds with online coupons and promo codes for essentials like wrapping supplies, decorations, or small add-on gifts. CouponFollow is a great resource for discovering verified discounts that help you stay within budget while still giving thoughtful, high-quality presents. With a little planning and creativity, you can celebrate the holidays in style - without overspending.
We surveyed 1,000 Americans to explore perceptions of secondhand shopping. Of respondents, 19% were Gen Z, 51% millennials, 22% Gen X, and 8% were baby boomers. The survey was conducted on October 24, 2025.
We also gathered 2024/2025 search volume data from Google Trends and Yelp listing data on the following metrics to explore the best cities for thrifting. They were weighted as follows:
This analysis covered 75 major U.S. cities. Note: Yelp data is subject to change and may not capture newly opened or unlisted businesses. Google search interest may vary seasonally and regionally, so these rankings reflect a snapshot in time. Affordability and rating percentages were calculated using only cities with 10 or more listings. For cities with insufficient data, column averages were used as placeholders.
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