Rascasse Audience Intelligence

Second-hand shop Audience in Germany

Name: Second-hand shop — Germany
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Second-hand shop in Germany — modelled from more than twelve digital signal sources. Second-hand shop has an estimated audience of 1,905,280 people in Germany.

#92among Touchpoint in Germany #131in Shopping

The average Second-hand shop fan in Germany is 39.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Charity shop, Used good, Deichmann, with strongest over-indexing on Charity shop (6.93× the country average).

Demographically, the Second-hand shop audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Community Orientation, Price Sensitivity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Second-hand shop fan in Germany is more female, around 39.2 years old, with strong Community Orientation tendencies and a notable affinity for Charity shop.

Category: Shopping · Type: Touchpoint

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Second-hand shop profile in Germany.

Audience size

1.9M

in Germany

Gender

69.5%♀

30.5% male

Age

39.2

average years

Country rank

#3522

Touchpoint in Germany

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Demographics of Second-hand shop fans

69.5% are female, 30.5% are male, average age 39.2.

Fig. 02

Gender split

69.5%

Female

30.5%

Male

Demographic split for Second-hand shop audience in Germany
Metric	Value
Female	69.5%
Male	30.5%
Average age	39.2
Estimated audience size	1,905,280

Fig. 03

Age distribution

Age distribution of the Second-hand shop audience in Germany
Age bracket	Share	%
16-19		19%
20-29		19%
30-39		20%
40-49		22%
50+		19%

Fig. 04

Worldwide distribution

10.0%

of the worldwide Second-hand shop audience comes from Germany.

Worldwide audience distribution share by country for Second-hand shop
Country	Share
France	11.3%
United States	10.7%
Germany	10.0%

Section 03

Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Second-hand shop audience in Germany is strongest.

Fig. 05

Top regions by affinity

Second-hand shop fans by region: top regions in Germany
#	Region	Reach	×
01	Mecklenburg-Vorpommern	~50K	1.41×
02	Berlin	~100K	1.37×
03	Rheinland-Pfalz	~100K	1.32×
04	Baden-Württemberg	~300K	1.17×
05	Bremen	~20K	1.16×
06	Hessen	~200K	1.08×
07	Bayern	~300K	1.07×
08	Nordrhein-Westfalen	~400K	1.01×
09	Niedersachsen	~200K	1.01×
10	Schleswig-Holstein	~70K	0.96×
11	Thüringen	~50K	0.96×
12	Saarland	~20K	0.87×
13	Hamburg	~40K	0.84×
14	Sachsen	~70K	0.79×
15	Sachsen-Anhalt	~40K	0.77×
16	Brandenburg	~40K	0.74×

Affinity by region — Second-hand shop, Germany

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Second-hand shop audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Second-hand shop audience
#	Interest	Category	×
01	Charity shop	Fashion & Accessoires	6.93×
02	Used good	Politics & Society	6.11×
03	Garage sale	Fashion & Accessoires	4.72×
04	Electronic (band)	Music & Radio	3.89×
05	Flea market	Home & Garden	2.89×
06	Nice	Travel & Leisure	2.32×
07	Bonprix	Shopping	2.03×
08	Deichmann	Shopping	1.98×
09	Tchibo	Shopping	1.95×
10	Breuninger	Fashion & Accessoires	1.90×
11	Ernsting's family	Shopping	1.86×
12	C&A	Shopping	1.85×
13	Rossmann	Shopping	1.83×
14	Hermès	Fashion & Accessoires	1.77×
15	Designer	Home & Garden	1.73×
16	Rituals	Beauty & Wellness	1.58×
17	Dresses	Fashion & Accessoires	1.57×
18	Shopping malls	Shopping	1.56×
19	Immowelt	Home & Garden	1.56×
20	Boutiques	Fashion & Accessoires	1.52×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Second-hand shop audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out

The strongest tendencies

Top personality traits over-indexed by Second-hand shop audience · What stands out
Trait	Cluster	Score
Community Orientation	OPEN	2.54×
Price Sensitivity	PREMIUM	1.34×
Design Affinity	PREMIUM	1.29×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Second-hand shop audience · Rather not
Trait	Cluster	Score
Patriotism	CONSERVATISM	0.77×
Risk Appetite	THRILL	0.89×
Early Adopter Mentality	POWER	0.91×

0×1.00× baseline2×

Section 06

Frequently asked questions

How many fans does Second-hand shop have in Germany?

Second-hand shop has an estimated audience of 1,905,280 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

What is the gender split and age of Second-hand shop fans?

69.5% of Second-hand shop fans are female, 30.5% are male, with an average age of 39.2 years.

Which brands do Second-hand shop fans like most?

Second-hand shop fans show strongest brand affinity for Charity shop (6.93×), Used good (6.11×), and Deichmann (1.98×) over the country average.

Where do Second-hand shop fans live in Germany?

Second-hand shop fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

What other brands do Second-hand shop fans also like?

Beyond Second-hand shop itself, the audience over-indexes on Used good (6.11×), Deichmann (1.98×), Rossmann (1.83×), and Hermès (1.77×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

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Shopping malls (11,108,935)
Supermarket (10,969,874)

See Second-hand shop audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Second-hand shop. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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