Buying second-hand goods is popular in Austria. Nearly half of respondents in a spring survey said they had purchased second-hand items in the past twelve months. The younger the buyer, the more frequently they shop second-hand. Saving money is the main driver for all age groups, but for younger people it also signals a lifestyle choice, according to an analysis by the University of Linz.

The IHaM (Institute for Trade, Sales, and Marketing at Johannes Kepler University Linz) surveyed over 1,000 Austrians in April and May. Results show that 47 percent bought used retail goods (excluding vehicles and antiques) in the previous year. Among those under 30 (Gen Z), the rate was 62 percent; among Baby Boomers (born before 1965), only one in three purchased second-hand.

Online Is King

While price is paramount, Baby Boomers cite sustainability as their top reason. Generation X (45–60 years) seek brand-name quality at lower cost. Generation Y (35–44 years) view it as a “personal lifestyle” choice, and Gen Z looks for unique or rare finds. Purchases occur most often online, followed by second-hand shops and flea markets.

What They Buy

The most sought-after categories are fashion and books, then furniture and garden products. One in ten shoppers seeks used computers or mobile devices. On average, Austrians spend €300 per year on second-hand goods. From May 2024 to April 2025, the Austrian second-hand market totaled about €950 million—just 1 percent of national retail spending. Europe-wide, Austria ranks mid-field in second-hand shopping.

“Second-hand is no longer a compromise but a conscious choice—with style, values, and an experience factor,” comments Professor Christoph Teller. Buyers appreciate “the story each item carries,” feeling “smarter and better” about sustainability and self-image.