Circular shopping in Denmark - spring 2026 🇩🇰
Second-hand activity among Danish consumers remains relatively stable, although a gradual decline in participation in second-hand purchasing is beginning to emerge.
Clothing and footwear remains the most popular category in the second-hand market and have continued to grow steadily year on year. Unlike in regular online shopping, where preferences differ between genders, clothing and footwear is the most popular second-hand category among both men and women. At the same time, books and media have risen in popularity and have now overtaken furniture and interior décor to become the third largest category. This increase is largely driven by consumers aged 18-29 and can partly be explained by social media trends such as “BookTok”, which have helped fuel renewed interest in reading among younger audiences.
Price remains the primary reason why consumers choose to buy second-hand, and its importance increased further in 2026, potentially reflecting a greater economic caution among consumers. In contrast, sustainability has become a less prominent motivation overall, particularly among consumers aged 18-29. The opposite development can be seen among older consumers, as sustainability has increased in importance among those aged 50-64.
