A new survey from ShipStation found that 87 per cent of UK consumers changed their shopping habits in the past year as a result of the current economic climate. As Black Friday and Christmas 2025 approach, ShipStation’s research reveals that shoppers are increasingly seeking discounts, shopping second-hand, and looking online for new brands with better value, highlighting a retail environment where convenience and affordability are key.
As shoppers adapt their habits to rising living costs, many are turning to recommerce options to stretch their budgets. Nearly nine in ten consumers now buy second-hand items in some form, highlighting how pre-owned products are becoming a mainstream part of the UK shopping landscape. Overall, 23 per cent of consumers report buying and selling second-hand more frequently than last year, suggesting that recommerce is not just a casual trend, but an increasingly deliberate strategy to save money.
Looking at generational discrepancies, younger age groups are leading the charge with recommerce. Gen Z is particularly active, with 31 per cent buying and selling recommerce products more often this year. Millennials are also embracing this trend, with 28 per cent stating they also buy and sell second-hand products more frequently. Baby Boomers, by contrast, are slower to shift, with 53 per cent reporting no change in their second-hand buying habits.
“Consumers are making deliberate choices to stretch their budgets and find value in pre-owned products,” said Kelly Vincent, Chief Product Officer at Auctane, ShipStation’s parent company. “Retailers that embrace recommerce and dependable fulfilment will resonate with shoppers while standing out this peak season.”
Delivery continues to be a decisive factor for UK shoppers, influencing whether they complete a purchase or abandon their basket. High fees are the leading deterrent, with 61 per cent saying they would avoid a retailer because of costly shipping. Late or delayed deliveries are also a major frustration, affecting nearly half of shoppers, while 30 per cent are concerned about poor tracking and lack of delivery updates.
Younger shoppers, particularly Gen Z and Millennials, are more flexible: over a third of each group say they are willing to pay extra for faster or more reliable delivery, valuing speed and certainty. By contrast, Baby Boomers and Gen X remain highly cost-conscious, with 43 per cent of Baby Boomers unwilling to pay anything for speed and almost 40 per cent of Gen X preferring the cheapest delivery option regardless of speed. This generational divide highlights the balancing act retailers face: offering dependable, fast delivery without alienating price-sensitive shoppers.
While most consumers have changed their shopping habits, their peak season spending plans remain balanced. Around 35 per cent of shoppers expect to keep budgets steady, 25 per cent anticipate a moderate increase, and 21 per cent foresee a moderate decrease. Baby Boomers are the most consistent spenders, while Gen Z and Millennials show more variability, reflecting cautious optimism.
Consumers remain highly motivated by value. More than two-thirds (67 per cent) say lower prices or better discounts are the most influential factors when choosing between major ecommerce platforms and smaller retailers. Nearly 40 per cent also emphasise the importance of smooth payment and returns, signalling that convenience and trust are critical. Reliability in delivery and a seamless experience from checkout to doorstep are increasingly decisive, particularly for younger consumers balancing value with speed and certainty.
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