Christmas Shoppers Turn to Charity Stores Amid Rising Living Costs

Gail Wragg observes the bustling environment of her Barnardo’s charity shop, surrounded by numerous bin bags, shelves laden with electrical items, and a significant quantity of 800 artificial Christmas trees awaiting organization. Similar to other retail employees, Gail’s storeroom is actively preparing inventory for the upcoming holiday shopping period. However, unlike a conventional retailer focused on maximizing shareholder profits, Gail manages this charity shop with the objective of generating funds to support Barnardo’s organizational activities. With over four decades of experience in the charity sector, she notes an unprecedented increase in demand, attributing it to individuals’ reduced ability to purchase new items following a period of escalating expenses for food, heating, and housing. She states, “Although footfall has gone up this year, donations have gone down,” further elaborating, “People come here because of the cost of living but they’ve also stopped donating because of the cost of living.” Shoppers can discover numerous affordable items, such as a Versace handbag priced at £15 or even a television for astute buyers. This surge in demand is corroborated by Robin Osterley, chief executive of the Charity Retail Association (CRA), the representative body for charity shops, who reported “record growth” in sales during 2023. Osterley indicates that member organizations have already observed “strong” shopping patterns leading up to Christmas, concluding a year that had previously shown a consistent sales growth of 2.9%. He further comments, “People are increasingly wanting to spend less money for Christmas, but also have a warm feeling that they’re contributing to good causes and are having an impact.” This sentiment is apparent on the sales floor, where customer Doug Hodgson examines a display of kitchen items. He suggests that a specific shopping list is unnecessary, advocating instead for an open mind. He remarks, “Nobody comes here to buy a fondue set – but, who knows, I might leave with one,” with a smile. Last year, Doug visited the shop on Abbeydale Road in Sheffield, South Yorkshire, seeking “Christmas sparkle” to surprise his partner. The 57-year-old recalls, “She was poorly so I wanted to cheer her up. When she was in the hairdressers I legged it around here and bought a little tree and pink and silver baubles. She loves pink! I set it all up in our bedsit for when she got back. She cried. It made her Christmas.” Gail, aged 66, indicates that a decrease in the social stigma associated with charity shops has also contributed to the increased demand. She recounts, “In the 1980s my children said ‘don’t tell anyone you work for a charity’. They hated it! They were embarrassed and worried in case people thought their clothes were from there but it’s trendy now,” she states. An Oxfam survey reveals that approximately 25% of individuals intend to purchase children’s Christmas morning gifts from charity shops. The survey proposes books, toys, and board games as appealing options for parents aiming to economize on holiday spending. Elsewhere in Sheffield, patrons of the Sense charity shop located in Hillsborough Barracks have the convenience of browsing for vintage goods alongside shopping for fresh groceries at the adjacent Morrisons supermarket. Flo Patterson, who relocated to Sheffield half a year ago after completing her textiles and design studies in Manchester and now works as a marketing and sales manager in textiles and sustainability, is currently examining a selection of men’s winter jumpers. Flo states that she and her friends frequently shop at charity stores. She explains, “It is an easy way of making sustainable choices. There’s too much second-hand clothing. Fast fashion often means polyester items that never biodegrades. You can find better quality older items.” Chiara Hunter, the assistant store manager, reports that they have experienced “crazy busy” activity in 2024. She further notes, “Increasingly you see celebrities charity shopping and I think the power of social media has really helped.” Flo has already commenced her Christmas gift purchasing. She comments, “I like the idea of finding gems. I found a Versace handbag for £15 once. The jumpers are always better quality too,” she adds. Charlotte Deering, 28, frequently visits charity shops close to her Cheshire residence. She utilizes social media, operating under the handle themoneyferret, to showcase economical gifts and discounted discoveries. She identifies a £15 television for her daughter’s bedroom as her most successful acquisition. She exclaims, “I couldn’t believe it, I nearly skipped out of the shop I was that pleased. I’ve actually kept the price tag on to remind me what a bargain it is,” she beams. For the current Christmas season, Charlotte, whose online presence began after experiencing homelessness and the difficult birth of her now four-year-old daughter Maeve, has allocated a £5 budget for new holiday decorations. She states, “I got a little toadstool bauble for 50p, a rocking horse one which I will give to my mum. My nana and grandad, who have passed away, used to have a rocking horse so I thought that would be a lovely memory for her tree.” Additionally, she acquired a bag of Playmobil characters for a small sum to create her own version of the company’s more expensive Advent calendar for Maeve. She explains, “There was no way I was paying £25. I’ve created my own which looks great. I’ve stuck all the numbers on the wrapped-up figures so she has to pick it out and find the numbers herself so it all helps with her maths too which is a bonus.” Charlotte notes that navigating charity shops is faster than searching traditional high street stores, describing them as a “win-win” situation. She elaborates, “You’re donating to charity and saving money, so everyone benefits.” Zara Canfield, a 31-year-old from Banbury, started shopping at second-hand stores in 2019 following her participation in Oxfam’s Second Hand September. This month-long initiative encourages individuals to address environmental pollution from the fashion industry by purchasing pre-owned goods. She has not purchased new clothing since that time. This week, she purchased £30 worth of Christmas items from the charity’s Oxford store. She recounted, “I came out with a massive bag full of bits and bobs. I got hair accessories, pots and jars to fill with presents, pyjamas for my sister which are brand new and all sorts of other stuff.” She mentioned successfully acquiring festive party attire from charity shops, including an elf dress for £3.99 and a sweater for her sausage dog Minnie last year. Her family and friends have grown accustomed to her practice of buying second-hand gifts, and she observes that they “didn’t bat an eyelid. There’s no snobbery at all.” Zara, who is engaged to her partner Olly, also intends to purchase her wedding dress second-hand. In Sheffield, the newly established St Luke’s Hospice charity department store has recently completed its painting. This new and largest outlet for the organization generates funds to support the care of terminally ill adults. Jennie Booth, standing in the 7,000 sq ft stock room, comments that modern establishments such as this one help to dispel the outdated perception of charity shops being staffed by “little old ladies doing their knitting behind the counter.” She informs, “We get phenomenal donations. Most of our Christmas stock comes in January when people realise they have more presents than they need; designer items, shoes and hand bags.” Jennie explains that the charity requires £14 million annually for its operations, with £10 million of that sum needing to be self-generated. She asserts, “We have to be smart and have a commercial business head on.” She observes that charity shopping is currently widespread, and consumers are increasingly seeking meaningful ways to dispose of their unwanted possessions. Inside the store, Denise Berham, 63, is searching for Christmas presents. She has been a dedicated charity shopper for many years, having discovered a Louis Vuitton handbag and purse over ten years prior. Currently, she is focused on acquiring less opulent items. She states, “I love to get old books, retro games that you can’t find. Mousetrap is the one I want – I’d be happy if I found that.”