What: Peaks in new product purchases during sales periods directly fuel the expansion of the second-hand and refurbished goods sector.

Why it is important: Understanding this relationship helps retailers and brands optimize both new and second-hand sales channels, aligning with trends identified in the past year.

The second-hand market’s growth is intricately linked to cycles of overconsumption and sales events, such as Black Friday and seasonal promotions. These periods of heightened purchasing, especially in electronics, result in a significant influx of functional devices into the second-hand ecosystem, as consumers replace old products with new ones. This dynamic is particularly relevant in a context of strained purchasing power and inflation, where sales events become crucial for budget-conscious households seeking access to technology. Rather than viewing overconsumption and sustainability as opposing forces, the article argues for a balanced approach, where responsible management of sales and take-back schemes can transform consumption peaks into opportunities for circularity. Retailers, brands, and public authorities are encouraged to collaborate, integrating buyback and refurbishment programs to ensure a steady supply of quality second-hand goods. Ultimately, the challenge is not to reduce production indiscriminately, but to extend the lifecycle of products, making sales events a lever for a more sustainable retail economy. 

IADS Notes: The article’s analysis aligns with recent industry findings, such as Forbes (Dec 2025), which highlights resale as a key growth engine for retail, and WWD (Sep 2025), which notes that economic pressures are accelerating the shift to second-hand platforms. The Retail Bulletin (Mar 2025) emphasizes the necessity of circular economy strategies, while BCG (Jun 2025) and Journal du Net (Oct 2025) underscore the importance of balancing value, sustainability, and authenticity in today’s retail landscape.

Sales frenzy and overconsumption: fuel of the second-hand