Welcome to the latest edition of the Holiday Trend Report, a guide where we break down the data on Poshmark to give you what’s trending among shoppers so that you can be well-informed when sourcing for your closet during the holiday season. From the crazy pop culture moments that defined 2023, to sustainable brands that have dominated the market, we’re covering all the hottest brands and styles across each department.
Get ready to deck your closets, holiday spending and gift shopping has already begun. With budgets tighter than ever this year (thanks inflation), shoppers are looking for more convenient and meaningful ways to spend their money by shopping smarter, shopping smaller, and shopping more sustainable.
We know the holidays can be stressful, so we’ve done the hard work for you! Use this guide to stock your closets and cash in on the biggest shopping season of the year.
Holiday Market Opportunities: Ecommerce, Secondhand Steals, & Luxury Deals
It’s the most wonderful time of the year, and shoppers are gearing up to shop big, spending a projected estimated total of $1.3 trillion worth of gifts for loved ones and themselves this holiday season1. As we get back to pre-pandemic normalcy, many people don’t have time to head to stores to shop. This results in an estimated 10.3%-12.8% increase in ecommerce sales as shoppers look to online retailers for their shopping needs.
More and more shoppers are embracing sustainable gifts, as secondhand continues to be a promising option for their loved ones2. Legacy designer brands are also on the top of everyone’s wishlist this year, with consumers turning to secondhand to snag the best deals on luxury items.
Search Demand: On the Up & Up: Cozy and Luxury are on the Rise
As the holidays and a new season approaches, shoppers are looking to shop for themselves, and their loved ones—so what’s trending right now? We’ve compiled the top-searched terms that have been popping up this past month.
Quiet luxury has taken 2023 by storm, with an increased interest in more deluxe materials such as 100% cashmere and 14K gold jewelry, who have seen a +151% and +142% growth YoY (year-over-year). Luxury and legacy brand, Coach, continues to stay on the pulse of trends. Their hobo bag rose to popularity, propelling the more-practical, sack-like bag into in-demand status with a +65% increase in growth. But the desire for “stealth wealth” doesn’t stop there—preppy is back and has reinvented itself. The brand Rowing Blazers has attracted shoppers with their colorful and playful take on classic Americana styles. Shoppers are turning to Poshmark to keep up with these trends and snag a good deal on luxe styles.
Winter is coming, and shoppers are looking to keep warm without sacrificing style. Merino wool sweaters, Acne Studio scarves, and Hunter rain and snow boots have seen a spike in searches as shoppers hunt for their new-season wardrobe.
‘Tis the season for holiday cheer. The halls are being decked and houses are being filled with Christmas village sets and advent calendars galore.
Women’s Top Categories + Brands: Sustainable Minimalism & Easy Dressing Blossoms
Sustainable brands are top-of-mind for most shoppers as the effects of climate change become more and more apparent each year. Minimalistic and eco-conscious brand Quince, who’s mission is to provide high-quality products at affordable prices, dominated the charts this year with a staggering +1100% increase in YoY growth.
Athleisure continues to be a staple for most women, with brands like FP Movement by Free People (+1056%), Halara (+335%), Hoka (+148%), and Vuori (+145%) all showing impressive YoY growths. In fact, the line between athleisure and casual has officially been blurred, with women across the country mixing their casual pieces with athletic wear for a more easy and comfortable take on fashion. Gone are the days of suffering through hours wearing heels—women are now pairing their dresses with sneakers thanks to brands like Veja (+47%) that offer stylish yet comfortable shoe options. Additionally, form-fitting pants are no longer the top dog, as shoppers opt for a more relaxed silhouette like flared, wide-legged, and straight-legged denim (growing +24% and +19%) for a more vintage-inspired look.
What’s more merry and bright than unwrapping something that’s glistening this holiday season. Jewelry is always a crowd-pleaser and comes at no surprise that it’s at the top of everyone’s wishlist this year, showing the most growth at +30% YoY.
Men’s Top Categories + Brands: Tailored Ease for Indoors & Out
2020 may be behind us, but dressing in comfort is still a top priority for most shoppers. Work from home shifted the way many people dress and view office attire, and it’s not something that shoppers want to give up. Enter brands like Cuts Clothing, who provide clothing that helps bridge the gap between comfort and professionalism, grew +130% YoY.
Tailored outdoor-inspired looks really made a statement this year, with the function-meets-style aesthetic ruling runways and social media feeds. Brands like Johnnie-O (+55%) and Barbour (+61%) blend high-quality heritage and utilitarian styles, while brands like Faherty (+83%) and Taylor Stitch (+96%) give options for those looking for conscious and well-constructed clothing that’ll stand the test of time.
2023 was the year of traveling and we saw considerable growth in luggage, travel bags, and duffle bags as shoppers become more comfortable traveling again, with growth up +35% and +19% YoY.
With budgets tighter than ever, finding gifts that don’t break the bank are on everyone’s mind. Grooming tools, casual socks, and key and card holders are small everyday essentials that can make a big difference in your loved ones’ lives.
Kid’s Top Brands + Categories: Stuffies + Pajamas for an Oh So Silent Night
Bedtime can be difficult, just ask any parent, which is why bedtime-made-easy styles are at the top of parents’ lists. Brands like Little Sleepies and Kyte Baby have seen significant growth (growing +124% and +89% YoY), offering thoughtfully designed pajama sets and sleep sacks that feature fun and festive prints. Comfy nightgowns (+22%) and stuffed animals (+44%) are sure to keep your kids cozy during bedtime while putting a smile on their face. Cult favorite stuffed animal brand, Squishmallows, continue to top the charts year after year with a growth of +145%, remaining a highly collectable plush toy for kids and adults alike.
Parents are more conscious than ever, stressing the importance of safe fabrications and quality garments. Magnetic and Me focuses on providing all-organic cotton and natural fiber clothing for babies, giving parents a peace of mind. The Beaufort Bonnet Company offers a selection of upscale classic and holiday styles for parents looking for timeless outfits for the season, and has seen a +134% in growth compared to last year.
Home Top Brands + Categories: From Nostalgic Decor to One-of-a-Kind Finds
Fandoms took over this year, where brands like Hello Kitty and Peanuts leaned into the growing nostalgia of Gen X and Millennials and collaborated with homegoods retailers. This resulted in a boom of sold-out Hello Kitty and Snoopy home decor that shoppers were eager to get their hands on, and a +235% and +69% increase in growth on Poshmark.
Water bottles are one way many people chose to be sustainable, and it’s become a unique way shoppers can show their self-expression. From Stanley to Hydro Flask to the rapidly-growing Owala, water bottles remain as the must-have item of the year with a +34% increase in orders.
Home is where the handcraft is—not to mention where it can shine the best. One-of-a-kind finds from local artisans and craft makers are up +43% compared to last year, and serve as the perfect conversation starter for all your holiday hosting engagements.
Electronics Top-Selling Brands: The Age of Throwback Digital Cameras
Shoppers are turning to Poshmark for the best deals on modern electronics like Apple and Nintendo gadgets, and on the hunt for classic throwback products like Y2K digital cameras. Gen Z is a huge consumer of secondhand goods, and also at the heart of what’s trending. Gen Z and content creators alike are setting aside their smartphones in exchange for vintage digital cameras and camcorders from brands like Canon, Sony, and Samsung.
Luxury Top-Selling Brands: Classic Luxury Never Fades & TikTok Takes it Viral
Legacy luxury brands are here to stay—from Louis Vuitton and their Neverfull Tote to Chanel’s Classic Flap Bag and Slingback Heels. We can’t talk about luxury and not talk about Dior’s Lady Dior Bag, a Princess Diana staple and recently dubbed as one of the best investment bags to buy.
Tiffany & Co.’s new and old items have propelled them back into popularity. Their new lock bracelet followed the footsteps of Cartier, while vintage Elsa Peretti pendant necklaces have gained the attention of younger generations.
Thanks to the world of TikTok, luxury shopping has reached new heights. A scroll on #luxurytok will make it feel like you’re the only one without a Hermès Birkin Bag or the viral Celine Triomphe Sunnies. Shoppers paid homage to the late Jane Birkin, who passed this year, by snapping up the namesake bag. Rather than lining up in front of luxury brick and mortar stores, shoppers are turning to Poshmark to get their hands on these must-have and hard-to-find styles, with sales for Hermès up +75% and Celine +52% YoY.
It’s not all Classic Flaps and Lady Dior’s. Chanel Tote Bags reigned supreme this year, seeing an impressive growth of +1010% YoY in sales, with trendier tote styles like the Chanel 22 Bag topping shopper demand. It’s no surprise that the controversial bag (some critics have said it looks like a chic trash bag) took some warming up to, as shoppers took their time to pull the trigger on purchasing.
On the opposite end of the spectrum, there are some bag styles that are here to stay, whether it’s a Louis Vuitton Key + Card Holder, or a Fendi bag perfect for your essentials. Made famous in the mid-to-late nineties, the Fendi Baguette Bag, which saw a +97% YoY growth , has seen a resurgence in popularity over the past 3 years as younger generations adopt Y2K style. Afterall, who doesn’t want to channel Carrie Bradshaw?
Sustainability-Driven Top-Selling Brands: Shopping With a Purpose
In 2023, the rise of sustainability-driven brands has proven that shoppers aren’t messing around when it comes to supporting companies with a purpose. This year, Baggu saw a +241% YoY growth, thanks to their top-selling product, The Baggu Reusable Tote, which has become a symbol of conscious consumerism. This eco-friendly tote is not just a bag—it’s a statement of environmental responsibility, showcasing that your grocery bags can be both sustainable and playfully designed.
Minimalist brands like Pact (+73%), Veja (+47%), and Everlane (+30%) all had significant year-over-year growth due to the intersection of Gen Z and Millennial loyalty to sustainability-driven brands and to the increase in popularity of the “Plain Girl Chic” aesthetic, where consciously less is more.
Outside Influences: The Year of Girl Power
This year, one movement made waves bigger than the rest, and that was girl power. In 2023 Swifties rejoiced as the Era’s Tour kicked off and securing an outfit for the tour reached viral heights. From sequin jackets to glitter cowboy boots and lavender haze dresses, concert goers were on the hunt for the perfect ‘fit, where searches for “Taylor Swift concert outfit” saw a +1556% increase YoY. Fans that didn’t secure a ticket turned to Poshmark to scoop up the highly-covetable merch, resulting in searches +1279% for “Taylor Swift poster” and +554% for ”Taylor Swift Eras tour hoodie.”
However, Taylor’s not the only blonde megastar to take over 2023. The highly-anticipated premiere of the Barbie movie in July sparked a shopping frenzy. Not only did the Mattel brand manage to do a collab with every brand in the book, but shoppers also wanted to dress in the hottest pink styles, which was dubbed “Barbiecore” and had a +628% YoY increase in searches. Barbie undoubtedly had the biggest comeback of the year (dare we say decade), resulting in a +197% YoY increase in “vintage barbie” and +172% in “barbie doll” searches.
TREND REPORT METHODOLOGY
All data is based on the shopping behavior of Poshmark’s 80M+ members.
- Deloitte, “Holiday Retail Sales Expected to Increase 3.5-4.6%” ↩︎
- Independent research commissioned by Poshmark and conducted by Morning Consult ↩︎
