Welcome to the latest edition of the Holiday Trend Report, a guide where we break down the data on Poshmark Canada 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 have already begun. With budgets tighter than ever this year (thanks, inflation) and an expected uptick in ecommerce sales, 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 get their shop on, spending a projected estimated total of C$1,347 on gifts for loved ones and themselves this holiday season. 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 41% of total holiday budget being spent on ecommerce sites 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 ones. 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.
On the Up & Up: Cozy and Luxury are on the Rise
As the holidays and a new season approach, 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 quality loafers, which have seen a +10% and +29% increase in searches YoY (year-over-year). Luxury and legacy brands like Coach, Prada, and Fendi continue to stay on the pulse of trends. The Coach hobo bag rose to popularity, propelling the more practical, sack-like bag into in-demand status with a +94% increase in search for Vintage Coach. Meanwhile, the Fendi baguette maintains its chokehold on shoppers looking to live their best Y2K lives, with a +18% YoY growth in search.
Stealth wealth isn’t the only aspiration for shoppers this year though. Month after month, cozy clothes continue to dominate search, with items like puffer vests (+20%), Free People Ottoman sweaters (+16%), and the iconic UGG Tasman slippers (+10%).
Winter is coming, and shoppers are looking to keep warm in technical-inspired outdoor gear. Arc’teryx Jackets and Blundstone Boots have seen a spike in searches as shoppers hunt for their new-season wardrobe.
Women’s Top Categories + Brands: Sustainable Minimalism & Easy Dressing Blossoms
Simplicity is top of mind for most shoppers as they search to streamline their wardrobes with neutral basics to complement louder statement pieces. Minimalistic and eco-conscious brand Reformation grew in order volume +65%, in good company with Canadian hard hitters Babaton and Oak + Fort (+9%, +1%).
Athleisure continues to be a staple for most women, with brands like Knix (+12%), and items like athletic shoes (+18%), and track pants and joggers (+7%) growing in popularity YoY. In fact, the line between athleisure and casual continues to be 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 buttoned up in business casual. Women are now gravitating towards more comfortable fabrics and looser silhouettes for their day-to-day looks. Form-fitting pants are no longer the top dog, as shoppers opt for the more relaxed silhouettes offered by flared jeans and wide-legged pants, growing +60% and +15%.
They say denim never dies, so it should come as no surprise that it completely dominated the top-ordered items this year. Denim Forum (+69%), Rag & Bone (+25%), and the classic Levi’s (+3%) were top of mind for shoppers, who purchased everything from oversized denim jackets to vintage-inspired denim jumpsuits.
Men’s Top Categories + Brands: Tailored Ease for Indoors & Out
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 lululemon athletica, king in terms of bridging the gap between comfort and professionalism, with order volume jumping +42% YoY. Consumers paired their lululemon with classic staples like Oxfords & Derbys (+80%), Loafers & Slip-Ons (+41%), and a trusty pair of Chinos (+14%) for a look that does it all.
Tailored outdoor-inspired looks really made a statement this year, with the function-meets-style aesthetic ruling runways and social media feeds. Brands like L.L. Bean (+30%) and Wrangler (+33%) blend high-quality heritage and utilitarian styles, while brands like Arc’teryx (+4%) and Eddie Bauer (+25%) give options for looking good, while rocking outerwear that will withstand even the most bitter days of a Canadian winter.
Streetwear looks continue to reign supreme (no pun intended), with Canadian streetwear brand Reigning Champ topping the charts (+150% YoY) along with the ever-popular Jordan (+48%) and Carhartt (+10%).
With budgets tighter than ever, finding gifts that don’t break the bank is on everyone’s mind. Sunglasses (+21%) and Watches (+26%) are small everyday essentials that can elevate any outfit and 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. This explains why bedtime-made-easy styles are at the top of parents’ lists. Brands like Petit Lem have seen a significant uptick in orders (+900% YoY), offering thoughtfully designed pajama sets and sleep sacks that feature fun and festive prints. Comfy pajama sets (+9%) and stuffed animals are sure to keep your kids cozy during bedtime while putting a smile on their face. Cuddly friends like Littlest Pet Shop (+467%), Care Bears (+142%) and Build-a-Bear (+50%) topped the charts this year, providing both collectible and one-of-a-kind plush toys for kids and adults alike.
Little ones love playtime, and parents have gotten savvy on how to bring the fun—without breaking the bank. Favourite toys like Barbies and Action Figures & Playsets have seen strong YoY growth (+25%, +31%), along with Learning Toys (+13%) to help kids get ahead.
Home Top Brands + Categories: From Nostalgic Decor to Entertaining Essentials
Fandoms took over this year, where brands like Hello Kitty (Sanrio) leaned into the growing nostalgia of Gen X and Millennials and collaborated with home goods retailers. This resulted in a boom of sold-out Hello Kitty home decor that shoppers were eager to get their hands on, and a +114% increase in order growth on Poshmark.
Water bottles and reusable coffee mugs are one way many people chose to be sustainable, and it’s become a unique way shoppers can show their self-expression. From Yeti to Starbucks (+400%, +26%), Water Bottles & Thermoses remain as the must-have item of the year with a +43% increase in orders.
Home is where the heart is—not to mention where the best food and company are waiting for you. We saw a strong uptick in homeware essentials, as shoppers began planning to entertain larger groups from home. From Cookware (+7%) to Kitchen Linens (+33%) and Drinkware (+6%), it’s clear that consumers are stocking up on everything they need to host for the holidays.
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 quick scroll on #luxurytok will make it feel like you’re the only one without the viral Celine Triomphe Sunnies. Showrunners for Succession struck a chord with consumers in their season 4 premiere, igniting interest in Burberry and their ‘ludicrously capacious 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 both Celine and Burberry up YoY.
It’s not all Classic Flaps and Lady Dior’s. Tote Bags reigned supreme this year, seeing impressive growth in both search and sales, with trendier tote styles like The Tote Bag by Marc Jacobs topping shopper demand at +150% YoY.
On the opposite end of the spectrum, there are some items that are here to stay, whether your look calls for a tiny Louis Vuitton bag perfect for your essentials, or a pair of Gucci shades to block out all the haters. Louis Vuitton’s iconic monogrammed shoulder bags continued to make waves this year, up +84% YoY for channeling the best of Y2K style. Similarly, bold-framed sunglasses came back in a big way in 2023, making a pair of Gucci shades (+120%) an obvious must-have.
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, Athleisure brand Athleta saw a +115% year-over-year growth, thanks to high quality, high comfort products which continue to gain momentum as a worthy and sustainable alternative to lululemon.
Other performance and athleisure-focused brands like Tentree, Patagonia and Adidas 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 appreciation for items that can walk the line between style and comfort.
For those hoping to dress to impress, US-based sustainable brand Reformation again led the charge with stunning dresses, blouses and skirts that are sure to turn heads at any formal event.
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. Taylor may not have been ready to hit Canadian cities just yet, but that didn’t stop superfans from hopping the border to attend shows across the US. From sequin get-ups to knee-high boots and red dresses, concertgoers were on the hunt for the perfect ‘fit, searching for pieces that were sure to stand out among the crowd. Searches for Taylor Swift rose +18% YoY, while her iconic cardigan increased +184% YoY in search.
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 collab with every brand in the book, but shoppers also wanted to dress in the hottest pink styles for the movie, dubbed “Barbiecore.” Barbie undoubtedly had the biggest comeback of the year (dare we say decade), resulting in a +222% increase in “vintage barbie” and +357% in “barbie clothes” searches.
TREND REPORT METHODOLOGY
All data is based on the shopping behavior of Poshmark’s +80M members