eBay, Depop, and Vinted Spend £97m on Ads to Build Your Vintage Clothing Empire

John W Hayes
3 min readApr 20, 2023
Photo by Perry Merrity II on Unsplash

Call it what you want, secondhand, pre-loved, or vintage clothing is big business these days. Big enough to justify the leading online marketplaces in the secondhand clothing market to spend nearly £100 million on advertising in the UK last year.

This incredible investment, which includes TV, radio, print, social media, and online advertising, has helped pre-loved fashion sellers take their business into the mainstream.

Rebranding Secondhand

eBay’s sponsorship of ITV’s reality TV series, Love Island, has been largely attributed to changing consumers’ perception of buying secondhand and vintage clothing. It’s even been suggested that the online marketplaces have helped rebrand “secondhand” as “pre-loved,” opening up the market’s potential to consumers who would have never previously purchased used items.

As high-profile media events have normalised the buying and selling pre-loved clothing, research suggests that 75% of Gen Z consumers are shopping secondhand, and 37% are actively reselling their clothes.

A Competitive Market

While eBay is leading the charge in the pre-loved market, its competitors are snapping at its heels. With an ad spend of £37 million…



John W Hayes

Marketing Strategist, Author of #BecomingTHEExpert, Content Marketing Trainer, and Cyclist. Check out my author profile: https://amzn.to/2OO5DR5