- Younger European consumers lead the way in sustainable gifting this Valentine’s Day, with 49% preferring to receive a one-of-a-kind pre-loved gift rather than a new, mass-produced item.
- But last minute panic buying of traditional Valentine’s merchandise means unwanted gifts are being thrown away or resold online.
That’s according to a new survey of 5,000 European consumers from
The findings reveal that Gen Z make up the majority of first-time gifters; more than 1 in 4 (26%) plan to give a gift this year having never done so before, compared to 13% of all respondents. And this generation of ‘new romantics’ is moving away from stereotypical Valentine’s gifts, and are more likely to want to give or receive one-of-a-kind, second-hand presents this year.
Half of Gen Z respondents (50%) believe that Valentine’s Day is too focused on consumerism, with 49% preferring to receive a truly unique, pre-loved gift rather than a new, mass produced item.
“We are playing an important role in this re-commerce revolution by offering consumers access to a vast selection of unique, used or refurbished items - powering commerce that’s good for people’s pockets, as well as the planet.”
Tainted love: Unwanted gifts from ‘last minute lovers’ going to waste
In spite of best intentions, last minute buying amongst half of Gen Z respondents means many are still resorting to traditional Valentine’s Day merchandise. 42% confess to buying a Valentine’s gift they know is unoriginal or cliché, despite 50% wishing they could have given a more special and unique gift.
As a result, many gifts are getting the thumbs down from unimpressed recipients. More than one in three (36%) Gen Z respondents have received a gift they have no use for, almost one in four (23%) have thrown a Valentine’s gift away, and nearly one in five (18%) have later sold an unwanted Valentine’s gift online.
From unloved to pre-loved: the second-hand shopping opportunity
Encouragingly, the survey findings reveal that second-hand marketplaces have become a destination of choice for discerning consumers looking for a special something for their special someone this Valentine’s Day. 44% of Gen Z consumers believe second-hand online marketplaces offer more choice for meaningful or unique gifts than brick and mortar shops. And 39% say Valentine's gifts from major online retailers are impersonal, compared to 33% of Gen X and 28% of Baby Boomers.
The cost and climate benefits of second-hand shopping are also on the minds of this new generation of conscious consumers. 57% of Gen Z recognise it is more affordable than buying brand-new, compared to 50% of Gen X and 52% of Baby Boomers. And 56% believe that buying pre-loved, vintage, or second-hand
“Thankfully, second-hand marketplaces give thoughtful romantics the chance to find that one-of-a kind gift that will be looked after and loved. As well as protecting the planet by giving second-hand items a second chance, re-commerce allows people to make their hard earned money go further. And for those who have received unwanted gifts, there is the opportunity to generate some cash by reselling them, rather than letting them go to waste.”
ENDS
For more information, contact:
firstlight group
adevinta@firstlightgroup.io
+44 (0)20 3617 7240
Methodology
5,024 nationally representative respondents (aged 16+) across
© OMX, source