How to encourage people to use charity shops

For the 10,000-plus charity shops in the U.K., it’s crucial that they increase footfall through their doors. After all, retail provides charities with an income to help them deliver their vital work.

With the rising cost-of-living, a growing sustainability movement, and concerns about the environment, charities are in a strong position to get more people using their shops.

Research from eBay Ads in summer 2022 shows that the cost-of-living and sustainability concerns are encouraging people to buy second-hand. Of 1,000 consumers, one in four people bought second-hand fashion the year before and one in five said they frequently buy second-hand or refurbished items.

Which, who reported on the research, said: “Buying products second-hand can potentially address two problems. It’s often cheaper, which is crucial during the ongoing cost of living crisis. It’s also usually more sustainable, an increasingly important concern for shoppers.”

Here are some ways to get members of the public using charity shops.

Talk about the messages that people care about

Use your charity communications to promote messages about your shops that people are interested in and care about. For example, the environment is a huge concern for members of the public, and charity shops are keeping goods in circulation which would otherwise be thrown away. Statistics show that charity shops divert 330,000 tonnes of clothing textiles from landfill.

From promoting recycling to reducing landfill, there are lots of environmental benefits to using charity shops. Share these in your marketing materials and on social media.

Nick Smith, retail director at Age U.K., said that the landscape of charity retail has changed a lot following the pandemic, and more recently during the cost-of-living crisis. “Charity shops are far more than shops today. Not only do they count for a large part of income generation for us, now they are also the high street champions, integral parts of communities, expert recyclers, and champions of sustainability.”

Develop campaigns and partnerships

Consider developing marketing campaigns and setting up partnerships to promote your charity shops. For example, Shelter has been running a campaign called Resale Therapy to encourage more people to buy second-hand clothes and extend the life of clothes.

Age U.K. has teamed up with the Wombles to encourage people to look after the environment by recycling and reusing pre-loved items.

Meanwhile, the Salvation Army has recently launched its Reuse to Repurpose campaign to encourage people to donate to their charity shops and clothing banks and buy second hand.

Think about your window display

Spend time on your window display to entice people through the door. The Access Group says have a focal point that grabs the attention of passers-by.

Set up an online store

Setting up online retail is a chance for charities to increase their reach without the overheads of rent. A Charity Retail Association report found that more than four in five charities that have a digital shop said it helped them expand their reach and customer base. Almost nine in ten said it allowed them to get the best possible price for unusual and high-value items.

An article on Charity Digital offers useful tips for getting started with e-commerce. You don’t need to build a shop from scratch as there are third-party e-commerce platforms. For example, eBay, Vinted, and Amazon.

Use social media

Social media is a useful tool for promoting charity shops. Consider using your social media channels to share stories of how customer donations have helped someone that your charity supports. This will show other potential customers how their cash will be used and that it will make a difference.

You could also use social media to showcase some of the more unique items and collectables you have in stock. Also, try to inject some personality into your posts and encourage people to start conversations with you about your shops.

Set up specialist shops

Consider setting up shops that specialise in one good – for example, furniture, books, or vintage clothing. Choosing a speciality could help you to reach new supporters who are looking to buy something specific.

For example, the British Red Cross has a bridal shop in Edinburgh that sells new and second-hand wedding dresses, shoes, and accessorises.

Oxfam are well known for their book shops and the British Heart Foundation for selling furniture and electrical items.

Sell through different channels

If you’re selling stock that is specialist, collectable or of high value, consider using different channels to sell it through. For example, in your physical shop, on your e-commerce website, and on eBay, Vinted, and Amazon. This will increase visibility and profit.