Mexico: Regional leader in secondhand shopping

Mexico is emerging as a regional leader in secondhand consumption; more than one in two Mexicans—52%—buy vintage or secondhand clothing, which is above the Latin American average of 42% and the global average of 38%.

For years, the consumption of vintage and secondhand clothing has been viewed as a practice limited to a specific niche of consumers with tight budgets. Now, it reveals a profound shift in which value is no longer measured solely by novelty, but by history, uniqueness, and reappropriation.

In a job market where 47.6% of Generation Z—people born between 1997 and 2012—in Mexico lack formal employment, digital platforms are the new economic asset, allowing them to monetize their passions to survive and grow.

One of the report’s most disruptive findings is the evolution of consumer habits toward a culture of small indulgences.

Generation Z stands out because 20% say they treat themselves daily, and more than 40% even set aside a budget for it: for many, these are not luxuries, but a way to survive in a difficult economy.