November 26, 2025
UK Shoppers Turn to Second-Hand and Cheaper Delivery in Response to Rising Costs
Retailers preparing for Black Friday and Christmas are facing a customer base they no longer entirely recognise. ShipStation’s latest survey suggests that rising costs have pushed shoppers into building entirely new habits. Many of those habits now favour second-hand goods, sharper price comparisons, and cheaper, fuss-free delivery over brand loyalty.
What’s emerging is a shopper who won’t tolerate high fees, unreliable fulfilment, or inflated price tags. Instead, they’re setting their own rules by choosing retailers that offer fair prices, reliable delivery, and fewer complications, no matter how established brands expect them to behave.
Second-Hand Becomes a Mainstream Strategy
One of the most significant changes is the rise of second-hand shopping. Almost 90% of consumers purchase pre-owned items in some form, whether through resale platforms, charity shops, marketplaces, or retailer-operated resale programmes.
What once seemed like a supplementary tactic during tougher economic periods has become a deliberate long-term approach. The research reports that 23% of consumers are buying and selling second-hand more frequently than last year. The main reason: lower prices, but also the smartest value exchange available.
Kelly Vincent, Chief Product Officer at Auctane, ShipStation’s parent company, said: “Consumers are making deliberate choices to stretch their budgets and find value in pre-owned products. Retailers that embrace recommerce and dependable fulfilment will resonate with shoppers while standing out this peak season.”
Younger consumers are shopping second-hand more than any other age group. Gen Z leads with 31% increasing their activity in second-hand markets, followed by Millennials at 28%. Baby Boomers remain the steadiest group, with over half reporting no change.
Delivery Costs and Reliability Decide Checkout Outcomes
Alongside the rise in recommerce, delivery expectations have become a critical filter for purchase decisions. High fees remain the biggest deterrent, with 61% of shoppers saying they would reject a retailer if delivery costs feel too high. Delays continue to erode trust, affecting nearly half of consumers, while around 30% cite poor tracking or insufficient updates as major frustrations.
When it comes to paying extra, both Gen Z and Millennials are willing to shell out more for faster or more reliable delivery. Older generations, particularly Baby Boomers and Gen X, take a more cost-first approach, prioritising the cheapest option even if it’s slower. Retailers are therefore facing a growing challenge to accommodate all age groups and their preferences.
Spending Is Steady, Expectations Are Not
Despite the substantial behavioural shifts, most shoppers expect their overall peak-season spending to remain relatively balanced. Around 30% plan to keep budgets consistent, while 25% foresee a moderate increase and around 21% expect a modest reduction.
However, where and why consumers spend is changing. Sixty-seven percent say pricing and discounts determine whether they choose a large ecommerce platform or a smaller retailer. Almost 40% emphasise the importance of easy payments and reliable returns. Delivery performance is increasingly a tie-breaker, especially for younger shoppers balancing value with convenience.
Retailers must plan for a customer who’s more selective, more informed, and quicker to decide.
