Welcome to The Seller Scoop, a monthly newsletter covering the vintage resale industry from The Vintage Seeker. Was this email forwarded to you? Get your own copy delivered straight to your inbox: Subscribe here and make sure you select the option for resellers.
Hi vintage vendor*,
(*Not you? Update your preferences in the footer of this email.)
Earlier this month, I was strolling the aisles at the Toronto Vintage Show when I overheard someone say to their shopping sidekick as they surveyed the hall packed with vendors:
“I guess vintage is back?”
A few things here: First, I wasn’t truly “strolling,” of course. That makes it sound like I was jauntily browsing the racks, relaxed and unfettered.
The show was lively, but low-key it was not.
Nope, it was vibrant, full of energy and absolutely stuffed with shoppers super-focused on scoring their next find.
Second: You caught this, right? Vintage never went anywhere. It’s not “back!” Though it feels like it is, because its popularity is *probably* unprecedented.
I say “probably,” because I speak anecdotally after years of shopping this show, and I wasn’t around taking notes before that. But I don’t remember physically bumping elbows with people until about a year ago. (All is fair in love and vintage, though.)
Some hard data to back this up: in its 2023 Resale Report, online secondhand retailer thredUP expects the secondhand market to double by 2027, reaching $350 billion — and that’s for just apparel.
Third thing. This consumer’s rhetorical question taps into something bigger at play: vintage has moved beyond a niche interest and into the zeitgeist.
Resale is quickly becoming one of the defining pillars of retail for this current generation of consumers.
One need only to look around at the crush of people (it was a literal crush at times, and that’s saying something given the aisles were over nine feet wide) and the daylong lineup out the door at the Toronto Vintage Show for proof.
People are loving vintage for its individuality, its affordability, its sustainability. And they’re hungry to shop in person again.
Don’t get me wrong, online resale is a fantastic way to reach customers — thredUp’s report estimates online resale will grow 21 per cent each year for the next five years — but there has been a shift back to offline since the height of the pandemic.
Call it an evening out. We’re back at the middle of the vintage bell bottom. (Sorry, bell curve.)
In lockdown life, everyone sat around scrolling social media, and selling there was simple. A no-brainer.
But lives have resumed, and, amid algorithmic changes, we’re all lucky if we hit 10 per cent of our followers with a post.
And the way we reach people changes, too.
So, I’m trying something new to reach you.
An email dedicated only to sellers so I can share things going on in the industry, as well as articles that might be relevant to your business, from thevintageseeker.ca and beyond.
This will be monthly for now until I get into a rhythm, so watch for the next one of these in May.
If you’ve previously signed up for my other newsletter, The Vintage Seeker Scoop, it’ll still be delivered once a month too, but will now focus exclusively on the consumer side.
Why might that one still be of interest to you as a seller?
Well, my whole goal with The Vintage Seeker is to help sellers reach more customers.
In this newsletter, The Seller Scoop, that means talking about all things industry-related, sharing resources that can help you grow personally and professionally, and letting you know what your peers are doing.
In the other newsletter, The Shopper Scoop, that means introducing customers to sellers.
Maybe you’ll be one of them.
*Not a seller, vendor or market organizer? Somehow you’re on my seller email list!
Update your preferences in the link in the footer of this email if you only want to receive shopper content.