Circular shopping in Sweden - spring 2026 🇸🇪
Many Swedes continue to sell and purchase items on the second-hand market, and the share of consumers doing so has increased since 2024. The second-hand market has become increasingly popular, as a wider selection and tighter household budgets have made it a more attractive option. When making a purchase at a circular platform, Swedes mainly shop for clothes and footwear.
The growing popularity of the platform Vinted illustrates this development. In 2025, Vinted entered the top 10 list of Swedes’ favorite websites to shop from. The platform has also partnered with TikTok, where influencers promote second-hand fashion and encourage users to participate in circular consumption. Among younger consumers in particular, second-hand shopping has become part of youth culture, where vintage and unique items are valued and “newness” is not always the main appeal.
Lower prices remain the main reason for shopping second-hand, particularly among the youngest consumers aged 18–29 and the oldest group aged 65–79. Price awareness has become a strategy during uncertain economic times but tend to remain to some extent even as household finances improve.
