The holidays are always retail’s biggest moment, but this year, the rules have changed. Consumers are still spending, but they’re spending differently. According to ThredUp’s 2025 Consumer Holiday Report, shoppers are being more intentional, strategic, and sustainability-minded than ever before, and resale is at the center of it all.
For brands, this shift represents a massive opportunity: to connect with modern shoppers in the way they want to buy, sell, and gift today. And with Treet, launching a resale store before the holidays is faster and more impactful than you might think.
The New Holiday Shopper: Strategic, Thrifty, and Resilient
Economic uncertainty hasn’t stopped holiday shopping, it’s just made consumers smarter. ThredUp found that nearly half of shoppers plan to increase their holiday spending, while 52% are laser-focused on getting more for their money
That shift toward strategic value-seeking aligns perfectly with branded resale. When a brand offers its own resale store through Treet, it gives shoppers access to their favorite styles, authenticated, high-quality, and priced right, all within a trusted brand environment.
Instead of losing value-conscious consumers to third-party resale platforms, brands keep them in-house, reinforcing loyalty and capturing transactions that would otherwise happen elsewhere.
The Emotional Shift: Why Secondhand Gifting Just Feels Better
Two-thirds of consumers are open to giving pre-owned gifts, and over two-thirds are happy to receive them.
This emotional layer is where branded resale shines. On a Treet-powered resale site, customers can rediscover their favorite brand moments: limited drops, vintage gems, past-season favorites, and share them as meaningful gifts. It transforms “old inventory” into a living brand archive, full of stories and nostalgia that strengthen emotional connection.
And unlike generic resale marketplaces, Treet stores let brands own the relationship, curate the experience, and extend the lifecycle of their own products while meeting shoppers’ desire for authenticity and sentimentality.
The Resale Loyalty Loop: Turning Peer-to-Peer Into Brand Growth
Here’s where it gets even more interesting: nearly 47% of consumers plan to sell their own items to fund holiday shopping.
That’s almost half of shoppers already participating in resale, but many of those transactions happen on third-party platforms, outside the brand ecosystem.
A Treet-powered resale store changes that equation. It enables brands to:
- Capture P2P revenue by hosting those customer-to-customer sales within their own branded environment.
- Reward sellers with brand credit (instead of cash) to keep spending in-house and drive repeat purchases.
- Retain data and insights about what’s reselling, at what price, and who’s buying — creating a feedback loop that informs pricing, design, and merchandising.
Instead of losing that value to other resale marketplaces, brands turn it into a new, self-sustaining revenue stream while offering customers a smarter, more circular way to shop and sell.
Value, Scarcity, and Sustainability: The Resale Trifecta
The Thredup report reveals the three core motivators behind secondhand shopping:
- 62% want to save money and get a better deal.
- 56% love the thrill of discovering unique, one-of-a-kind pieces.
- 30% seek vintage or discontinued items that can’t be found new
A branded resale program through Treet taps into all three. It’s where shoppers can find:
- High-value deals on products they already trust.
- Exclusive finds that bring back nostalgic collections.
- Sustainability with style, reinforcing your brand’s environmental commitments.
And because Treet integrates seamlessly with your existing brand experience, customers never have to leave your ecosystem to shop secondhand, keeping every resale moment connected to your story.
That scarcity already exists in your product history, Treet just helps you make it shoppable again.
Why Timing Matters: The Holiday Resale Surge
Holiday shopping is when emotions, value, and intention converge. It’s the time of year when consumers are most open to trying something new, and resale fits perfectly with their evolving mindset.
During the holidays, when people are looking for meaningful gifts and budget-conscious options, having your resale store live can:
- Re-engage past customers through nostalgic inventory.
- Attract new buyers with approachable entry prices.
- Offer sustainability-minded storytelling that differentiates your brand.
Treet customers see up to 30% of resale sellers return to shop again, creating a flywheel of loyalty that extends well beyond the holiday season.
Why Treet Is the Fastest Path to Launch
Launching a resale store doesn’t have to take months. With Treet, you can go live in under 30 days, just in time to catch peak holiday traffic.
Our platform powers hundreds of resale ecosystems for top fashion, outdoor, and lifestyle brands, each with their own identity, inventory, and storytelling. Here’s what you get:
- Branded storefronts that look and feel like your main site.
- Fully managed operations from shipping and returns to authentication and payouts.
- Built-in marketing tools to highlight resale in holiday campaigns.
- Analytics dashboards that show what’s reselling and what’s driving engagement.
It’s a fast way to turn your past collections, returns, and P2P sales into new revenue and connect with customers in the circular economy before your competitors do.
The Bottom Line
Consumers aren’t just shopping for deals this holiday season, they’re shopping for meaning, value, and connection. The brands that meet them there will build loyalty that lasts long after the holidays are over.
With resale now an essential part of the consumer journey, launching a Treet store this season means:
- Capturing P2P resale revenue instead of losing it elsewhere.
- Rewarding sellers with brand credit that keeps money in your ecosystem.
- Offering shoppers the value, uniqueness, and sustainability they crave.
And since Treet can get your resale program up and running in less than a month, there’s still time to make this holiday season your most circular and most impactful yet.
Ready to launch before the holidays? Let’s build your resale store today.
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