Festival Season Fuels Spike in Online Vintage Shopping, Checkout.com Data Reveals

Festival fashion spending is on the rise as UK shoppers increasingly choose second-hand and vintage outfits in preparation for summer music events. Early outfit planning ahead of festivals like Glastonbury is evident in the 28% increase in online transactions at second-hand stores, according to new data from Checkout.com.

The biggest surge in spending year to date was recorded during the week commencing 26 May, when online transactions at vintage and second-hand marketplaces spiked by 28% compared to the weekly average, and nearly 15% higher than the final week of April. This peak occurred a month ahead of Glastonbury (which began 26 June), indicating consumers were buying in advance to allow for delivery and outfit planning.

A sustained uplift followed into early June, with spend for the week of 2 June up 23% on the average, and then again in the week of 30 June, which saw levels similar to late May, reflecting pre-event purchasing ahead of Latitude Festival in mid-July. As the festival calendar continues through the summer, Checkout.com expects this pattern to repeat.

This behaviour reflects a broader shift in how consumers, particularly younger generations, are engaging with fashion. According to Checkout.com’s “Trust in the Digital Economy 2025” report, nearly 30% of Gen Z and Millennials in the UK prefer buying from second-hand marketplaces, and 21% frequently sell their pre-loved items.

With sustainability and affordability increasingly front of mind, second-hand shopping is becoming a go-to choice for major cultural moments, with festival season being no exception.

“With festival culture and sustainable fashion increasingly intertwined, our data shows that shoppers are timing their second-hand clothes purchases to align with the UK’s major summer music events. This reflects a broader shift: younger consumers are not only dressing for the event, they’re dressing with values in mind – opting for affordability, individuality, and sustainability when it comes to their purchases. We talk about this as the rise of conscious consumerism” said Rory O’Neill, CMO, Checkout.com. “For circular fashion retailers and marketplaces, this is a clear signal to gear up for seasonal peaks beyond the traditional retail sales periods. These trends also demonstrate the increasing importance of sustainability to consumers – something that all fashion retailers should consider when marketing to their customers.”

This increase in festival fashion spending reflects a broader acceptance of values-led consumption, in which festival attendees base their purchasing decisions on sustainability and individuality.