How to breathe new life into your charity shop

Now that the damp, dark winter is over, it’s time to clear the cobwebs. Just like those doing a spring clean at home, retail outlets should take note. 

As more people fill the high streets for a stroll, charity shops can take advantage. Using digital, we take a look at how to maximise stock and target new audiences.

Start by finding some ‘inspo’

Do away with the drab, old fashioned charity shop stereotype by finding some inspiration. Take a look at well-curated shops both online and instore.

For inspiration, check out the local Traid shop. The in-person storefronts are always funky, with neon lights and trendy outfits. The layout is also modern – they don’t just line their racks, but also offer sample outfits and feature what’s fashionable. Make sure that there is a logic to the organisation. – Colour, size, and gender play a role, but considering the occasion of the garment is also important.

One of the best and well-renowned digital charity shops is by the British Heart Foundation (BHF). As a trailblazer in online charity shopping, it has over 1.5 million items sold and a 99.3% positive feedback.

For shoppers, the site is easy to navigate. The sidebar shows categories, and the main window has previews of items waiting for purchasers. The best part is for up-and-coming fashionistas. There’s no shortage of second-hand designer and branded wares.

Since BHF’s foray to digital, there’s been no stopping its popularity. Last year BHF sold nearly £1 million worth of goods just as the COVID-19 pandemic eased, according to UK Fundraising. Another stunner, this year, BHF found a genuine Cartier watch in a bag of donations that sold for nearly £10,000. All of these feel-good news pieces show how lucky bargain-hunters can get with their purchases.

Cracking the online charity shop experience

To revitalise online charity shopping, imagery and video are important. First, take good quality photos of the items to be sold. Ensure that the photos have a similar background, so that the shopping experience looks slick.

To draw different audience segments to the digital outlet, make a splash with video. This works because it engages audiences in the fashion sector who may not necessarily frequent charity shops.

Where to sell charity wares online

Unpacking how online charity shops succeed means taking a look at digital shopping platforms. E-commerce platforms offer a place to showcase wares, and manage inventory, logistics, and payments.

There’s also a range of different tools available for retail shops. Depending on admin and expertise, platforms can be easy-to-list or fully functional as an online shop.

Use Depop to reach Gen Z

Younger audiences all over the world are tapping online to make purchases. The mobile phone app Depop is a global platform connecting buyers and sellers. There’re no firm criteria of what charities can sell on there. Clothes, homeware, and upcycled items are welcome.

The practicalities are not demanding. To sell, start by creating a profile. Have an account name and short bio to hand. Be consistent across all the platforms (including social media) so audiences have fewer questions on who you are. Next, upload photos and list them. Once sold, the platform takes a commission.

While the actual steps to creating a shop are easy, there is an element of artistic design. To maximise the platform, check out the top sellers. Take note of the curated styles that each shop has, as well as the professional photos. For the best charity examples, see how Depop supports charities, such as the Ellen McArthur Foundation and Demelza Hospice.

Poshmark takes you upmarket

Transforming charity retail shops may also mean going upmarket. Selling designer fashions, vintage, and creating bespoke looks differentiates shops from the masses.

Poshmark distinguishes prime stock from the everyday. The platform resells branded and designer items. For charities, it’s easy to upload photos, connect with buyers, and quickly sell. There’s also a community option, so sellers can showcase new wares on video.

Live video creates demand and excites audiences to make purchases. Listings can run by brand, category, size, and more. There are also trending themes for buyers to browse. Like Depop, Poshmark also takes a small commission.

Be aware of the platforms’ limits

One critique to be aware of is neither Depop nor Poshmark help with real commercialisation. That is, neither platforms have the functionality to manage merchandise or logistics.

They cater to more one-off listings and direct links between buyers and sellers. While the direct-to-customer relationship includes a deeper connection, the strategy does entail administration at each sale.