In a world increasingly dominated by online shopping, a surprising trend has emerged: brick-and-mortar resale stores are flourishing in the United States. This resurgence is not an isolated phenomenon but rather a collective response to evolving consumer preferences and economic pressures. As secondhand shops gain ground, they prove that physical retail has significant advantages over digital platforms despite the latter’s rapid growth.
A stellar example of this trend is Crossroads Trading, which celebrated its 34th anniversary in October and maintains a network of 39 stores across the nation. Gina Nowicki, the company’s director of marketing, emphasizes that “e-commerce just can’t match the experience of secondhand shopping in person.” This statement reflects a broader sentiment among consumers who value the tactile experience of shopping for vintage or pre-owned items. Nowicki highlights how customers appreciate visiting stores to sell their clothing while searching for new treasures.
According to the National Association of Resale Professionals, the number of resale and consignment shops has grown by 7 percent in the last two years. This increase, amid the rise of online resale giants like The RealReal and Depop, underscores a thriving market for physical stores. The appeal of these brick-and-mortar options lies in their ability to offer convenience, curated selections, and personalized customer service—features that are challenging for online platforms to replicate fully.
The cultural acceptance of secondhand shopping, especially among younger generations, plays a pivotal role in this boom. Gen Z shoppers are increasingly inclined towards fashion sustainability and individuality, viewing the acquisition of secondhand items as both a lifestyle choice and a point of pride. As Jessica Pruitt, assistant marketing manager at Buffalo Exchange, articulates, “We’ve gone from that place of secondhand being stigmatized to becoming a point of pride.”
Challenges persist, though. Intense competition within the resale industry and an abundance of options can make it difficult for stores to stand out. Dom Marlowe, general buying manager of Wasteland, acknowledges the multitude of choices available to consumers and emphasizes the need for differentiation. Stores are forced to define their niche markets and customer expectations uniquely.
An important factor in the success of brick-and-mortar resale shops is their ability to provide the “touch and feel” experience that online shopping lacks. Fashion content creator Mark Boutilier illustrates this point by noting that 70 percent of his wardrobe consists of secondhand clothing. Boutilier prefers the in-person experience, particularly in New York City, where local shops feature abundant designer options. “A sample sale happens and then all of a sudden [a resale store like] 2nd Street looks like the Balenciaga store the next week,” he explains.
Moreover, the challenges of purchasing secondhand items online, such as photos not capturing damage or wear accurately, make physical shopping an appealing choice for many. Consumers can inspect garments for quality firsthand, reducing purchase uncertainty and enhancing satisfaction. The “treasure hunt” allure of thrift shopping, reminiscent of off-price retailers like TJ Maxx, also contributes to the appeal of physical stores.
Strategically, many successful resale businesses foster a personalized and community-oriented approach. Wasteland specializes in high-end vintage denim, where fit is crucial. Trained sales associates work directly with clients to navigate stock, enhancing the shopping experience. Luke’s, another menswear resale boutique, reinforces this concept by becoming a destination for first-time luxury buyers who want to understand fabrics and try things on. Luke Fracher, the store’s owner, notes that in-person visits build confidence and trust among new customers.
Inventory acquisition is another area where brick-and-mortar stores shine. Sellers benefit from the immediacy offered by physical shops, receiving payment on the same day they sell items. In contrast, online platforms can involve lengthy wait times and vague payment structures. Buffalo Exchange, which pays either 25 percent in cash or 50 percent in store credit, offers transparent and quick transactions, ensuring satisfaction among sellers.
Local communities also play a critical role in the success of these resale stores. Retailers like The RealReal and Buffalo Exchange position their locations strategically, catering to underserved areas and universities. Crossroads Trading even tailors its offerings by reflecting the community’s style. Nowicki highlights this organic connection: “We’re actually buying from the people in that community. Each store can reflect that neighborhood and what that city is looking for.”
Indeed, while the remainder of the retail industry struggles with the ongoing fallout from the pandemic, brick-and-mortar resale shops seem poised for continued growth. The cultural shift toward sustainability, driven by economic necessity and evolving consumer values, is likely to enhance their relevance. As noted earlier, environmental concerns are prompting more consumers to view pre-owned items as a sustainable choice.
To sum up, brick-and-mortar resale stores represent a robust segment within the retail landscape, proving that in-person shopping experiences still hold considerable advantages. For those individuals aesthetically drawn to the realm of secondhand fashion, convenience, immediate gratification, and personalized experiences substantially enhance the allure of physical stores.
