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GEO's Seventh Survey on Secondhand Market Attitudes

GEO Holdings Corporation, based in Nagoya, Japan, recently conducted its seventh survey on consumer attitudes toward buying and selling secondhand goods. From June 24 to July 1, 2026, responses were collected from 1,679 members of the GEO app for the purchasing survey and 1,759 for the selling survey. Since its inception in 2019, the survey has aimed to track changing perceptions in the secondhand market.

Declining Resistance to Secondhand Goods

One of the most striking findings reveals that only 4.0% of respondents indicated they had a strong aversion to purchasing used items, down from 10.2% when the survey began. This shift suggests that the public has become more comfortable with the idea of secondhand shopping, reflecting an increasing normalization of reuse in today’s society. Additionally, when asked what is most important when selling items, 82.3% of participants prioritized the selling price, marking a record high for two consecutive years. This trend points to a heightened consumer demand to profit from unnecessary possessions, likely influenced by rising living costs.

Highlights from the Secondhand Purchasing Survey

• - Top Places to Buy Used Goods: Stores remain the most popular, with 75.4% of respondents indicating they purchase from these locations, the highest percentage recorded to date.
• - Recent Purchasing Trends: A record 33.9% of buyers purchased used items within the last month, indicating a growing trend toward frequent secondhand shopping.
• - Most Commonly Purchased Used Items: 64.1% of respondents reported buying used video games or consoles, reaffirming their popularity among secondhand goods.
• - Price Sensitivity: The majority of respondents indicated that low prices were crucial when purchasing used items, with 83.7% citing this for games and consoles, and 66.1% for mobile devices.
• - Reduction in Aversion: The number of respondents completely opposed to buying used items has hit a record low, showcasing a shift in shopping habits.

Insights from the Selling Survey

• - Common Selling Venues: Again, stores dominated as the preferred location for selling items, with 69.2% of respondents selecting this option.
• - Reasons for Selling: The leading motivation, at 80.4%, was a desire for cash, indicating that many consumers view reselling as a feasible financial strategy.
• - Future Selling Intentions: Approximately 80% of respondents expressed a desire to use resell services in the future, reinforcing the trend towards incorporating secondhand sales into everyday life.

Conclusions and Future Directions

GEO's efforts aim to become a central part of the growing resale infrastructure in Japan. With diverse business models focusing on rentals and the resale of video games, smartphones, and luxury items, GEO is positioned well to meet the expanding needs of eco-conscious consumers. Moving forward, the company is dedicated to providing seamless buying and selling services for used goods, ensuring safe and accessible transactions for everyone.

Through this survey, GEO not only gathers valuable consumer insights but also highlights the ongoing transformation of how society approaches consumption, particularly in the realm of secondhand markets. As attitudes continue to evolve, GEO stands ready to support a more sustainable future through the promotion of reuse.