91.4 Million US Adults Planned to Gift Used in 2024 Holiday Season
Published December 11, 2024 by MPB
34% of US adults (91.4 million people) planned to give at least one used gift in 2024 holiday season
Younger adults, particularly those aged 18-24, were leading the trend, with 54% reporting they planned to gift used in 2024
63% of US adults stated they would be happy to receive a used gift, as long as it was in good condition
According to research commissioned by MPB, nearly 34% of US adults—approximately 91.4 million people—said they planned to give at least one used gift in the 2024 holiday season.
MPB’s fifth annual survey on gifting habits has revealed that a growing number of consumers embraced used gifts as part of their holiday shopping strategy, with sustainability and cost-saving considerations playing key roles.
The data showed that young adults (aged 18–24) were at the forefront of this shift, with over half (54%) of those in this age group stating they intended to gift used items in 2024. And, while younger shoppers led the charge, the trend gained traction across all age groups.
The appeal of used gifts appeared to be strong, with 63% of US adults indicating they would be happy to receive a used gift, provided it was in good condition. In fact, 41% of respondents said they would prefer a used gift over a new one, where appropriate.
Matt Barker, Founder and CEO of MPB, said: “More people are planning to gift used, fueled by growing environmental awareness and ongoing cost-of-living pressures. Younger, more planet-conscious consumers are leading this shift.
By participating in the circular economy, shoppers can save money, extend product lifespans, and reduce their environmental impact. While many are already embracing this approach, a significant number of adults remain unaware of its benefits. We encourage them to consider gifting used items as a more thoughtful, sustainable choice.
High-quality used products, including photo and video gear, are available through specialist retailers like MPB, which offer quality-checked products and warranties to ensure peace of mind. These items retain their quality for years, often costing a third less than new models, allowing shoppers to save money while also contributing to a healthier planet by avoiding carbon emissions from the production of new."
Learn more about MPB’s sustainability commitments.
Methodology
Pure Spectrum produced an online survey completed by 9,000 adults across 11 markets (UK, US, Germany, France, Italy, Spain, Netherlands, Austria, Belgium, Ireland and Portugal). Fieldwork took place in November 2024.
Photo by Irrin