Ben Roberts
It might just be wishful thinking, but I swear that my local charity shops are seeing more footfall. They’re a staple of the UK high street, but the age of e-commerce has seen the entire brick-and-mortar retail sector struggle to keep the public coming through the front door. Charity shops often mean a little more to communities than typical retailers, though. They can be community hubs, sources of work and volunteering experience, a way to shop sustainably, as well as that vital mission of raising funds for good causes.
As we enter 2025, it’s necessary to review the landscape for charity shops and how consumer behaviours across different age groups are affecting the success of these stores. Understanding these changes is crucial for charities aiming to maximise their potential.
Years-long recovery
At the end of 2024, charity shop use was on the rise, with the average number of visits by the UK public reaching 6.5 times a year. This is a strong turnout; more people are recognising the value of affordable goods and supporting important causes. However, footfall and sales have not yet returned to pre-lockdown levels, when the UK public averaged 7.5 visits per year. The pandemic disrupted shopping habits, and many charity shops faced prolonged closures during lockdowns, which impacted their revenue streams and customer bases. While the upward trend is encouraging, these shops must address the lingering gap by adapting to new consumer expectations and promoting their unique value propositions more effectively.
Appealing to older shoppers
The resurgence in charity shop popularity highlights notable demographic differences in their use. Older and younger generations approach charity shopping with distinct motivations and behaviours, creating opportunities for shops to tailor their strategies accordingly.
Older customers are more likely to make regular visits to charity shops, often driven by a deep-seated desire to support the cause behind the shop. For those aged 55 and older, shopping is more likely to involve a trip to the charity shop than for younger generations, reflecting their commitment to charitable giving and community support. Their loyalty presents a stable customer base, but their habits do not reflect as many transactions as younger generations.
Charities can encourage older shoppers by highlight the charitable mission and the community impact of purchases. Thoughtful in-store messaging and engagement initiatives - such as volunteer programs or events that showcase the charity’s work - can strengthen their connection to the cause. Regular communication, such as newsletters or in-store updates, can also help maintain their loyalty.
Appealing to younger shoppers
Younger shoppers, on the other hand, tend to have a more purposeful purchasing agenda. They are drawn to charity shops in search of value for money and quality goods, especially in an era of rising living costs. Many younger consumers are also motivated by sustainability concerns, seeing second-hand shopping as an ethical and eco-friendly alternative to fast fashion and overconsumption. While they may visit less frequently than older generations, their focus on quality goods means they’re likely to make purchases when they do.
Charity shops can reach these audiences with a focus on curating a modern, desirable retail experience. This could include promoting trendy items, offering upcycled goods, and leveraging social media to showcase products. By emphasising reduced waste and supporting circular fashion, charity shops can attract eco-conscious consumers across all age groups. Highlighting these environmental benefits through in-store displays, social media campaigns, and community initiatives will help position charity shops as leaders in sustainable retail.
Maximising value and quality perception
Both demographics share a common interest in value and quality, albeit for different reasons. Older shoppers appreciate affordable prices in line with their budgets, while younger ones seek good deals without compromising on style or durability. Charity shops should ensure their pricing strategy reflects these dual priorities and communicates value effectively.
Training staff and volunteers to recognise and present high-quality items can enhance the shopping experience, while creating dedicated sections for premium goods could appeal to younger buyers. Clear labelling, attractive displays, and storytelling around certain items (e.g., vintage finds or upcycled products) can further elevate their appeal.
Charity shops in 2025 are capable of gaining strong momentum. By embracing the diversity of their customer base and addressing the distinct motivations of different age groups, they can build on the post-lockdown recovery and strengthen their position on the high street. Whether by fostering loyalty among older supporters or capturing the attention of younger, value-driven shoppers, the potential for growth is immense.
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