The rise of second-hand fashion is reshaping the way people shop in the UK, with new data from Vinted revealing that resale value is now influencing buying decisions before shoppers even make a purchase.
According to the platform’s latest 2025 Impact Report, nearly nine in ten UK buyers (88%) now check Vinted before purchasing fashion items brand new, highlighting a major shift towards more cost-conscious and sustainable shopping habits.
What Is “Vinted Math”?
Dubbed “Vinted Math” by the resale marketplace, the trend reflects a growing mindset where shoppers consider not only the upfront cost of an item, but also its long-term value.
The formula is simple:
New price
– Vinted price
= saved today
+ potential resale value
= your total savings
Rather than viewing clothing as a one-time purchase, consumers are increasingly treating fashion as something that can retain value and be resold later.
The trend comes as many UK households continue to look for smarter ways to manage everyday expenses amid ongoing cost-of-living pressures.
UK Shoppers Saved Billions Through Second-Hand Fashion
Vinted’s report found that members collectively saved an estimated £18.6 billion on fashion purchases in 2025 when compared to buying equivalent items new.
On average, shoppers paid 72% less than the original retail price.
The findings also revealed:
- 63% of members now spend less on fashion overall
- 52% feel less pressure to cut back in other areas of spending
- 35% actively think about an item’s future resale value before purchasing it
For many users, resale has become part of a circular shopping cycle. Nearly half of members said they use earnings from selling old items to fund future purchases on the platform.
Fashion Buyers Are Taking Better Care of Their Clothes
The report also suggests resale culture is changing the way consumers treat their wardrobes.
More than half (54%) of sellers said they now take better care of their belongings because they know they may eventually resell them.
In total, Vinted says £9.3 billion was returned directly to sellers through sales made on the platform in 2025 alone.
Vinted CEO Says Shopping Habits Are Changing
Adam Jay, CEO of Vinted, said the findings show a wider behavioural shift among consumers.
He explained:
“The report shows that second-hand is becoming part of everyday decision-making. When 88% of UK Vinted buyers check Vinted before buying new, and more than a third of sellers think about resale value before they buy, it shows people are changing not just where they shop, but how they value what they own.”
Jay added that consumers are increasingly thinking about value “before, during and after a purchase,” rather than simply focusing on the initial price tag.
More information about the company’s sustainability efforts can be found on Vinted’s official Impact Report page.
The Environmental Impact of Buying Second-Hand
Alongside financial savings, Vinted says the growing popularity of resale is also having a measurable environmental impact.
By extending the lifespan of existing clothing and reducing demand for new production, the company estimates its users helped avoid approximately 1,607 kilotonnes of CO₂e emissions in 2025.
Marianne Gybels said the scale of the impact demonstrates how small individual choices can collectively make a difference.
“One purchase might feel small, but when millions of people choose second-hand, those choices add up to impact at scale.”
#VintedMath Campaign Launches on TikTok and Instagram
To celebrate the trend, Vinted is encouraging users to share their own “Vinted Math” wins on social media.
Members can post what they bought, how much it would have cost new and how much they saved using the hashtag #VintedMath on platforms including Instagram and TikTok.
