The secondhand market is accelerating faster than traditional retail. As we move into 2026, understanding what drove success in 2025 is crucial for optimizing your resale operations and staying competitive.
We recently hosted a master class exploring the data behind 2025’s resale performance, analyzing millions of transactions across categories to uncover the trends that matter most. These insights will help you make smarter decisions about sourcing, pricing, and marketplace strategy.
Nintendo Dominated 2025, And It’s Not Slowing Down
The standout story of 2025 is Nintendo. The gaming giant claimed the #1 spot in both total revenue and items sold across all brands, a feat it nearly achieved in 2024 when it ranked first in units sold but second in revenue behind Apple.
The numbers:
- Over 158,000 units sold in 2025 (up from 103,000 in 2024)
- $7.75 million in revenue generated
- Average price per item held steady at $49, despite the massive volume increase
What sold best? Classic franchises like Zelda, Mario, and Super Smash Bros. drove strong demand, while retro consoles (NES, Super NES, Nintendo 64) and handheld systems (Game Boy, DS, 3DS) continued to perform well.
Key takeaway: If you’re receiving Nintendo products, prioritize complete console bundles and highlight popular franchises in your listings. The market isn’t showing signs of saturation.
Coach Had a Notable Price Boost
In the clothing, shoes, and accessories category, which generated nearly $60 million in revenue from 2.5 million items sold, familiar names dominated the top 10: Coach, Nike, Michael Kors, Lululemon, and Kate Spade.
Coach’s performance stood out not just for volume but for a significant price increase. The brand generated $5.48 million in revenue with an average price per item of $38 — up nearly $10 from 2024. This suggests either higher-quality donations or better recognition of premium Coach pieces.
What drove Coach’s success:
- Premium leather structured bags (multiple sales exceeded $600, with a top sale over $1,200)
- Small leather goods like wallets and wristlets (great for volume, even if bundled)
- Shoes and accessories (lower average PPI at $14-15, but support overall volume)
Other brands: Nike maintained its position as a volume powerhouse with 157,000 units sold, representing a 73.8% increase over 2024. Air Force Ones, Air Jordans (especially Retros), and Air Max models led footwear sales, while Nike Tech fleece hoodies and vintage crewnecks drove apparel performance.
Jewelry Prices Surged Thanks to Gold’s Historic Run
Jewelry was one of 2025’s most interesting categories, with the average price per item climbing 13.5% from $61 to nearly $70. The driver behind this rally is that gold prices hit a historic $4,000 per ounce in October 2025 for the first time ever.
Tiffany & Co. led the category with $1.26 million in revenue, ranking 54th in total items sold but commanding a high average PPI. Fine bracelets, earrings (averaging $985 in top-tier segments), and men’s bracelets (averaging $2,400) drove premium sales.
Seiko watches claimed the #2 spot with $775,000 in revenue and showed a 17.8% increase in average PPI. Men’s analog wristwatches, Seiko 5 automatic models, and vintage mechanical pieces all performed consistently.
Critical insight for 2026: With precious metals remaining volatile, thorough testing and detailed listings are essential. List weights, karat ratings, and condition notes to maximize value, especially for scrap lots.
Electronics: Apple and Sony Shine
While Nintendo dominated overall, Apple and Sony claimed strong positions in the broader electronics category, which generated over $20 million in revenue.
Apple held the #2 revenue spot with $7.9 million and showed 29% unit sales growth. iPhones across generations, MacBook Air and Pro models (especially with higher RAM), Apple Watch Series 6 and newer, and AirPods all moved consistently. Even devices listed for parts or repair, laptops with cosmetic damage, and older generations priced competitively found buyers quickly.
Sony generated $5.76 million in revenue with 60.7% unit sales growth over 2024. PS5 and PS4 consoles led the way, along with digital cameras, interchangeable lenses, and audio products. Interestingly, Walkman-branded devices made a comeback! A small but notable nostalgia play.
Collectibles Saw Surprising Trends
LEGO secured the #5 overall revenue spot with $5 million generated, nearly doubling its 2024 unit sales (98% growth). Licensed sets from Star Wars, Marvel, and Disney drove premium prices, while bulk lots maintained strong volume.
Magic: The Gathering emerged as an unexpected standout with $445,000 in revenue and an average PPI of $86.27.
But, the most interesting finding was “Collectibles — Sports Cards and Trading Cards” averaged $91 per item, while more granular category placements showed lower averages.
Cultural Shifts Driving Resale Growth
Several macro trends accelerated secondhand sales in 2025:
- Mainstream acceptance: Secondhand shopping moved from alternative to mainstream, with online resale growing faster than traditional retail.
- Economic and sustainability pressures: Nearly 59% of shoppers surveyed said they’d choose secondhand if new clothing prices rise due to tariffs. Meanwhile, 69% of Millennials and Gen Zers actively pivot toward resale for sustainability reasons.
- Nostalgia and quality: The digital camera revival (both professional models and compact point-and-shoots), trading card booms (Pokémon, Magic: The Gathering), and “ugly cute” collectibles (Labubu driving sales of Crybaby and Skull Panda) all signal buyers seeking quality, rarity, and emotional connection.
Your 2026 Success Playbook
Based on 2025’s data, here’s how to position your operation for growth:
Standardize brand naming and recognition: Premium brands consistently outperform in price per item, while volume brands move units quickly. Unbranded items can drive throughput but suppress overall pricing power. Clean up your listing strategies:
- Revisit pricing logic inside listing strategies
- Audit category mapping and structured attributes
- Consider marketplace placement based on brand performance (some brands perform better on eBay vs. ShopGoodwill, for example)
Refresh your builder templates:
- Review required fields, brand/category/condition attributes
- Ensure category-specific attributes align with what actually drives price
- Update your brands list
Analyze and purge smartly:
- Identify aging inventory early (items sitting 60+ days likely have pricing misalignment, weak demand, or incorrect categories)
- Evaluate bundle performance carefully — bundling can increase velocity, but may drag down high-value items
- Surface underperforming brands and adjust sourcing guidance accordingly
Optimize your listings: Unbranded items accounted for significant volume across categories — $24.3 million in apparel alone. The key to maximizing their value:
- Detailed descriptions with strong keyword usage
- Accurate measurements and clear condition notes
- High-quality photos (often more important than descriptions)
- Strategic first photos that immediately showcase the product
Evaluate KPIs and operations: Use reporting and KPIs to inform sourcing guidance, pricing adjustments, and marketplace decisions. If you’re not treating data as a competitive tool, you’re leaving money on the table.
Ready to Make 2026 Your Best Year Yet?
The resale market’s trajectory is growing and going mainstream, so the organizations that leverage data-driven strategies will capture the most value. And that’s where Upright Labs can help you with.
Our team combines intuitive software with expert professional services and unparalleled customer support to help you list and sell more while optimizing your back-end operations.
Contact us today to discover how Upright Labs can help you scale your online resale business in 2026.
