The resale economy is no longer a niche. As the 2025 Christmas shopping season approaches, the sale of pre-owned, refurbished, or overstock goods is impacting how merchants attract consumers and clear excess inventory.
Salesforce predicts that U.S. resale transactions — peer-to-peer, marketplaces, other channels — will account for $64 billion in holiday revenue this year. Fashion resale alone could top $26 billion in 2025.
Recommerce is fast becoming both a profitable sales channel and a discount strategy that avoids brand erosion.
Nearly every survey this year points to resale growth. Deloitte reported that some 150 U.S. fashion brands now offer in-house resale programs, up more than 300% since 2021.
Tariffs, inflation, and changing consumer values all push shoppers toward pre-owned goods.
Lululemon Like New is the company’s dedicated resale site.
The Resale Consumer
The resale shopper, however, is not only a bargain hunter.
Recommerce’s new appeal could stem from taste, value, and access. Consumers want products that feel distinct and attainable, and if those products happen to be cheaper than first-run items, all the better.
Consider Pinterest’s Autumn Trend Report 2025, released in August. The platform reported a 550% increase in searches for “dream thrift finds” and more than a 1,000% increase in searches related to a “vintage autumn aesthetic.”
This apparent combination of thrift and taste may explain why even relatively expensive brands such as Lululemon, Madewell, and Nike sell their own used, reconditioned, or overstock products at steep discounts.
Strategic Resale
For ecommerce operators, recommerce isn’t merely a revenue opportunity. It is a strategic pricing tool.
Instead of relying on blanket markdowns that dilute brand equity, merchants can move open-box returns, refurbished goods, and aged or seasonal inventory into a “pre-owned” or “like-new” category.
This approach reframes discounting as value-driven and appeals to new customer segments, especially Gen Zs and Millennials who associate thrift with intelligence and authenticity.
Holiday Execution
The imminent Christmas shopping season is an excellent time to test recommerce.
New inventory. Recommerce can begin with overstock and slow-moving products, not just used items. Instead of markdowns, list products in a “like new” category that frames savings as smart and value-driven.
Merchants can also A/B test results. Offer the same SKU twice — one discounted, one recommerce — and compare performance. Many shops find the “like new” label maintains value while attracting price-conscious buyers.
Returned. Don’t forget returned and reconditioned items. These often sit idle during the holidays. Try creating a dedicated section for open-box or lightly used goods that meet resale standards.
Early returns from Black Friday and Cyber Monday can become new listings within days. Build a fast intake process: inspect, relabel, and relist within 72 hours. Every extra day in storage is a lost chance to capture demand.
After Christmas. Present post-holiday campaigns as “Smart Finds” or “Returned Favorites.” Turn liquidation into a recommerce story. The approach converts returns into marketing and signals that the retailer values reuse and efficiency.
Recommerce Tech
With planning and organization, the resale channel is an option for nearly any ecommerce site.
Nonetheless, several apps and add-ons make reselling relatively easier.
- Archive and Trove integrate with Shopify and other platforms for resale logistics.
- Loop Returns and ReturnLogic automatically route eligible returns into resale channels.
- B-Stock provides liquidation options for bulk or unsellable items.
Tracking resale margins separately in Google Analytics or ecommerce dashboards can quantify whether recommerce cannibalizes or complements sales.
Holiday Testing
Recommerce increasingly contributes to U.S. retail growth. For merchants, it is a margin and retention strategy that redefines how inventory flows through the business.
Testing recommerce during the 2025 holiday shopping season allows retailers to gauge sales without committing to a full-scale effort. If it performs well, the channel can become permanent.
