Charity shops have seen a surge in popularity.
Whether it’s because of environmentalism, the romanticisation of vintage clothing or people wanting to buy unique finds – the shift in attitude around second hand shopping has dramatically changed the perception of charity shops.
What was once seen as a necessity to find cheap goods, the shops are now the place to be for savvy shoppers. What was once called ‘second-hand’ we now say is ‘pre-loved’.
At Julian House, our charity shops raise money to fund projects across our services. In 2023/2024 our shops sold 220,000 items across the five sites with each purchase providing Julian House with vital income (Our Impact Report 2023 -2024 | Julian House).
To celebrate Sustainable Fashion Week, we wanted to assess the rise of charity shopping by looking at the impact this has on Julian House and whether this trend in itself is ‘sustainable’.
The rise of the charity shop
The circular nature of charity shopping presents itself as an ethical and easy alternative to fast fashion and throwaway culture, providing a direct and positive benefit for people across the UK. In the last year shoppers at Julian House saved 56 tonnes of clothes from landfill (Our Impact Report 2023 -2024 | Julian House).
‘I have always loved shopping in charity shops and have done it since I was a teenager. I enjoy that you are giving back to an important cause, you can find good quality items at a decent price and find unique items in a sustainable way.’ @bettys.style.stories- Sustainable influencer based in Wiltshire
Buying pre-loved at charity shops has allowed people to save money while indulging in retail therapy. This has been exacerbated by the cost-of-living crisis has resulting in customers are reevaluating where money is spent. Research from Mind in 2023 found that 48 of people in England and Wales are shopping more in charity shops of the rising cost of living.
‘Over the past few years we have seen customer levels increase as more people become environmentally aware of the impact that fast fashion has on our planet. Shopping in your local charity shop is a great way of sourcing some amazing and unique clothes to suit your individual lifestyle and tastes whilst keeping within a budget – its a win win.’ Gemma Turner, Head of Retail at Julian House.
Charity shops have always been a driving force behind the circular fashion movement as they have remained on high streets. With 9,000 shops across the UK, these shops are an accessible way for customers when it comes to both decluttering wardrobes and filling them back up.
With charity shops remaining on the high street customers have access to a wide variety of brands located on their local high street they can be found without means of a car or public transport. In our retail portfolio we currently have five charity shops across Bath, Frome, Trowbridge and Devizes, with two new shops on the horizon for Bradford-on-Avon and Melksham Charity Shops | Julian House | Bath Frome Trowbridge.
‘As the years have passed I have really taken to paying more attention to the fabrics, opting for soft and stretchy and not synthetic where I can avoid it. Unlike online second hand shopping options, in person you can really get a sense of the texture and feel of the piece and of course try it on if you’d like.’ Poppyella Oakey, Founder of The Slow Approach Magazine and sustainable fashion blogger.
But is necessity and sustainability the only reason charity shops are succeeding?
The jumble-sale association given to the charity shop has received a new narrative and is now considered a selling point. At charity shops, shoppers are given satisfaction with the thrill of finding a treasure amongst the donations which satisfies a desire for individuality and authenticity which cannot be replicated in conventional retail outlets.
‘I love shopping from charity shops, as it opens your eyes to lots of cool and unique styles that you can incorporate in your wardrobe and build your own personal style by choosing what truly stands out to you, rather than influenced by trends created by fast fashion brands. I purchased this incredible faux fur coat second-hand and it really is a true stand out piece in my wardrobe that I will have for years to come!’ @alexandra.croney- Petite Fashion Stylist and Influencer
Apps which facilitated the second-hand shopping such as Depop caused a shift. No more was second hand clothing considered embarrassing or shameful; now it is seen as a trendy way to depart from the sameness of traditional fashion.
‘Although I enjoy shopping second hand in many ways, charity shops will always have a place in my heart. I enjoy the fun of a treasure hunt of looking for pieces, finding something on your ‘want to buy’ list that you have been looking for forever at a bargain price will just never get old.’ Poppyella Oakey, Founder of The Slow Approach Magazine and sustainable fashion blogger.
Charity shops work to satisfy that feeling of discovery, sustainability and authenticity while allowing the shopper to give back to their local community.
(Our Impact Report 2023 -2024 | Julian House).
The future of charity shopping
‘We will keep trying to raise funds for our amazing charity whilst offering great customer service and a chance to source great quality clothes at a fraction of the high street cost. We are opening two new stores this year so really excited to introduce Julian House to a new audience.’ Gemma Turner, Head of Retail at Julian House.
With the surge in second-hand fashion gaining popularity across all ages, it has attracted the attention of more competition. Including sellers on platforms such as Depop and Vinted, as well as a rise in high street fashion adopting resale items. With circular fashion apps allowing consumers to make money from their products this has meant that charity shops such as Julian House have seen a decrease in the quality of donations. We have included our tips for the best ways to donate to charity shops.
‘We are always happy to receive good quality items which we can sell in our shops. Because it is a second hand trade we do rely on the quality of donations which can be difficult to constantly provide. When the quality of the clothes drops it does make it harder for us to shift this stock.’ Gemma Turner, Head of Retail at Julian House.
The shops in Julian House are managed and maintained by an amazing crew of staff and volunteers. In these roles you are crucial in maximizing sales, achieving performance targets, and ensuring outstanding customer service that drives repeat business. You can find opportunities to work across these shops here: Julian House Careers |
In the US, second-hand clothing industry is expected to be twice the size of fast fashion by the year 2030 (Vogue Business, 2023). With charity shops a remaining presence on the high street the future looks bright for charity shops and the resulting lesser impact on our environment.
Tips for donating to charity shops
- Sign up for GiftAid: this tax relief allows UK charities to reclaim an extra 25% in tax on every eligible donation made by a UK taxpayer – so it’s well worth signing up to, either when you’re in the store or before you visit.
- Donate by post: lots of charity shops allow you to donate by post and will even send you prepaid postage bags – so get in touch if you would like to receive this postage bag.
- Check what charities want: some shops will be looking for specific items. It’s always best to call ahead and find out what they’re after or if there are any items they aren’t accepting.
- Organise a furniture collection: some furniture charity stores will pick up your donations, which may come in handy when moving house.
- Prep your donations: in terms of getting donations ready they should be in a good enough condition that you’d be happy to give them to a friend or family member.
Sources:
How charity shops became cool – Retail Gazette
How Gen Z and millennials are turning charity shops into fashion boutiques (inews.co.uk)
Charity shops on the rise: tips for second-hand shopping – Which? News
Oxfam Holywood: Why sustainability is in fashion – BBC News
Charity shops and fast fashion – Charity Retail Association
Photo credits:
Alexandra Croney
@celie.nigoumi
