Love Island Effect Supercharges Second-Hand September

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Despite Love Island coming to a close this summer, eBay UK reveals the nation’s love affair with second-hand is far from over, as nearly half of viewers (47%) admit that they would consider buying pre-loved over new items since watching Love Island this year

Following the recent announcement of Tasha Ghouri as eBay UK’s first ever Pre-Loved Ambassador, the first non-fast fashion brand deal to come out of the show, the online marketplace is now further strengthening its commitment to championing pre-loved by partnering with Oxfam.

To encourage consumers to continue buying and selling pre-loved items, eBay is supporting Oxfam’s Second-Hand September campaign for the third year running, encouraging shoppers to shop pre-loved for 30 days.

After dressing the islanders for the first time ever over eight long hot weeks, latest figures from research conducted by eBay UK reveal the impact of this year’s Love Island partnership as seven in ten viewers (71%) felt they have a more positive perception of second-hand clothing after seeing pre-loved fashion on their screens this summer.

Demonstrating the influence of the show, since it ended, eBay UK has seen over 7000% increase in searches for pre-loved clothing on its site compared with the same period last year.

While on Google, there has also been 881% more searches for ‘ebay preloved’ and 359% more for ‘ebay pre-loved clothes’, compared to before the show. Overall, there are more people talking about pre-loved fashion than ever with 935% more mentions of ‘pre-loved fashion’ recorded across all online platforms than during the same time last year.

As the nation looks to ditch fast fashion and extend the life cycle of its clothes, shoppers have admitted they’re more likely to shop second-hand now than last year, after watching this year’s series of Love Island, as 23% of Love Island viewers made their first ever pre-loved purchase this summer.

With four in five viewers (83%) welcoming the partnership as a much needed and positive move away from fast fashion, eBay UK’s Head of Fashion, Jemma Tadd, said that seeing pre-loved clothing on mainstream TV was a significant turning point for the fashion industry.

With the Islanders embracing pre-loved and killing it in their fits each night, it showed all of us just how brilliant it is to find something that speaks to you and your own style. It is fantastic to see conscious shopping becoming more mainstream – proving that pre-loved is more than just a trend.

We’re thrilled to be able to continue this conversation around pre-loved together with Oxfam and this Second-Hand September, pre-loved pieces of clothing have the power to do more – for your style, for the people, and the planet. We want to encourage as many people as possible to take part in the 30-Day challenge to shop only second hand and save even more items from landfill by finding them new homes. 

– Jemma Tadd, Head of Fashion, eBay UK

Oxfam’s Second-Hand September campaign encourages the nation to buy and sell only second-hand for 30 days to inspire people to shop in a way that is kinder to people and the planet. Customers on eBay UK will be able to donate anything from 10%-100% of the proceeds from each pre-loved item they buy with money raised donated to Oxfam’s work beating poverty around the world. eBay will also be matching pound-for-pound when any customer resells for Oxfam on eBay -you can donate up to 100% of the proceeds of any items you sell to Oxfam.

Most popular brands to buy second-hand on eBay UK in 2022

  1. Next
  2. Nike
  3. M&S
  4. Adidas
  5. Zara
  6. River Island
  7. New Look
  8. Primark
  9. George
  10. H&M


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