Northern Ireland is witnessing a significant shift in consumer behaviour, spearheaded by "Gen R" – the Reuse Revolution generation.

A new survey released today indicates that a remarkable 78 per cent of shoppers in the region now engage in second-hand shopping every month.

This growing trend of mindful shoppers is being driven by both economic pragmatism and increasing environmental consciousness, with nearly a third (31%) of Northern Irish consumers opting for pre-loved items on a weekly basis.

The survey, commissioned by the British Heart Foundation (BHF), which operates 680 shops across the UK, including seven in Northern Ireland, found that half of shoppers surveyed in the region (50%) now actively check if they can purchase an item second-hand before buying it new. Furthermore, over four in ten (45%) are willing to wait for a second-hand find rather than immediately buying a new item. On average, those surveyed engage in second-hand shopping four times each month.

The primary motivations behind this shift remain the cost of living (cited by 64%) and a desire for greater sustainability (32%). However, a growing trend sees two in ten shoppers in Northern Ireland (21%) actively seeking out pre-loved items as affordable alternatives to more expensive high street brands.

When it comes to what they're buying second-hand, clothes top the list for 41 per cent of shoppers, followed by homeware (28 per cent) and children's toys (22 per cent). The survey also revealed that 69 per cent of respondents in Northern Ireland own second-hand homeware, with an average of six pre-loved items each. Notably, half of Northern Irish shoppers (48%) are planning to purchase pre-loved homeware this year. The report also highlighted the financial pressures faced by consumers, with 52 per cent of people in the region having had to postpone buying essential furniture due to affordability issues.

These findings mark the launch of the BHF's month-long Reuse Revolution campaign, aimed at raising awareness of the numerous benefits of shopping and donating second-hand items. This practice not only prevents good quality goods from ending up in landfill and saves consumers money but also helps to fund the BHF's vital life-saving research.

The BHF also provided insights into the varying thrifty shopping habits across Northern Ireland, with sales data indicating that Belfast shoppers purchase the most board games, Ballymena leads in romance novel sales, Portadown is the top location for bedding purchases, and Enniskillen sees the highest sales of flip flops.

Maureen McElhatton, Area Retail Manager for British Heart Foundation NI, commented on the growing trend: "We at BHF NI love that we're becoming a nation of pre-loved, savvy shoppers, and we're not surprised. We know our customers love shopping in our stores, and online, and no matter what your shopping habit – whether you're buying a boardgame in Belfast, bedding in Portadown or flipflops in Fermanagh, you can visit your local British Heart Foundation shop, or browse our online stores, to pick-up some unique bargains."

She urged the public to participate in the campaign: "This month we are asking the public to join the Reuse Revolution and shop, upcycle or donate second hand homeware, clothes and toys while helping to raise funds for life saving heart research."

Each year, the BHF prevents over 54,000 tonnes of goods from going to waste. The charity encourages everyone to shop, donate, or volunteer to become part of the Reuse Revolution this spring.