The recent implementation of extensive tariffs by the U.S. government has led to a significant shift in consumer purchasing behaviours. Faced with rising prices on imported goods, many Americans are increasingly turning to secondhand markets and alternative shopping strategies to mitigate the financial impact. Surveys indicate that approximately 50% of consumers plan to buy less frequently or opt for pre-owned items in response to these tariffs.
This trend is particularly evident in the apparel sector, where the resale market is experiencing unprecedented growth. Companies like ThredUp report that 59% of shoppers, including 69% of millennials, are seeking more affordable options such as secondhand clothing due to the increased prices of new apparel.
The automotive industry is also witnessing a surge in demand for used vehicles, as tariffs on imported cars have driven up new car prices, prompting consumers to explore pre-owned alternatives.
Similarly, the auction market in the US is experiencing an uptick. The auction aggregation service, AucMaster, noted that while some imported collectibles face challenges, other categories like rare collectibles already in the US, used luxury vehicles, and American-made antiques are seeing value growth in the auction market.
It’s a rather curious outcome of the tariffs that the upcycling of goods may experience a resurgence, driving benefits to the local economy. Moreover, some are also talking up the environmental benefits, primarily by a disruption of the linear “take-make-dispose” model of consumption and fostering a more circular economy.
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Context & Background
In April 2025, the U.S. government imposed comprehensive tariffs on imported goods, including a 10% tariff on imports from all countries and higher targeted tariffs on nations with significant trade deficits. These measures have led to increased prices for a wide range of products, prompting consumers to seek cost-effective alternatives. The secondhand market, particularly in apparel and automobiles, has emerged as a viable option for many, offering quality products at reduced prices. This shift reflects a broader trend of consumers adapting to economic policies by modifying their purchasing behaviors to maintain financial stability.
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The White House – Reciprocal Trade and Tariffs
The memorandum addresses the need for reciprocal trade and tariffs due to the United States’ persistent trade deficit and unfair treatment by trading partners. It introduces the “Fair and Reciprocal Plan” to counter non-reciprocal trading arrangements by determining equivalent reciprocal tariffs with foreign partners. The plan will examine tariffs, unfair taxes, non-tariff barriers, exchange rate manipulation, wage suppression, and any practices that unfairly limit market access. It directs the Secretary of Commerce and the United States Trade Representative to investigate harm from non-reciprocal trade and propose remedies, while the Director of the Office of Management and Budget will assess fiscal impacts.
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