Why most parents choose second-hand
The environment matters, but it's not what tips the scales. For most families, the honest answer is simpler.
Affordability comes first
When researchers surveyed parents about buying second-hand, the top reason was money. In one Australian study of parents, around 86 percent pointed to affordability, ahead of sustainability at roughly 61 percent (MDPI, 2025). Both matter, but value leads.
A quick honesty note on that figure: it comes from a single survey at one Victorian school, of about 106 parents, so read it as indicative rather than a national census. Still, the ranking, cost first and environment close behind, matches broader findings.
Why the two reasons reinforce each other
The neat thing about second-hand is that you don't have to choose. The affordable option and the sustainable option are the same option. A parent who buys pre-loved to save money keeps a garment in use and avoids a new one being made, whether or not that was the goal.
No trade-off required
Most sustainable choices ask you to pay more or give something up. Buying pre-loved kids' clothes is the rare one that saves you money and does the right thing at once.
What it means for how you shop
You don't need to feel virtuous to make a smart call. Lead with value, buy good pieces pre-loved, and the environmental benefit comes along for free. Sell your baby gear on afterwards and you stretch both further.
References
The 86 percent affordability and 61 percent environment figures come from a survey of about 106 parents at a single Victorian school. It's a small, local sample, so we've flagged it as indicative rather than definitive.
- Sustainability (MDPI), second-hand school clothing survey (2025) (single Victorian school, ~106 parents).
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