Thrift shopping has gone mainstream, and most of the action is happening online. A whopping 93% of Americans buy secondhand items digitally, proving that resale has become a shopping norm rather than a niche habit.
With an estimated 5.42 billion people using social media in 2025, thrift stores have a massive opportunity to reach new shoppers. The average person browses nearly seven different platforms each month, and for people aged 16 to 34, social ads are the leading way they discover new brands.
For secondhand stores, the question isn’t whether to use social media — it’s how to make it work. Here are five thrift store social media marketing strategies to grow visibility and further your mission.
Thrift stores stand out because every item has a story, and social media is the place to show what makes those pieces special. When shoppers see rare, unusual, or one-of-a-kind finds, they feel a sense of discovery that leads them through your doors.
To highlight unique treasures online:
Post close-up detail shots: Capture textures, patterns, labels, or craftsmanship that emphasize what makes the item rare or valuable.
Share collector-worthy items: Feature vinyl records, vintage handbags, or antique décor with context about their history or style era.
Use storytelling captions: Pair photos with anecdotes, like how a 1970s blazer reflects fashion trends of the time or how a set of Pyrex dishes has become collectible.
Find out what your target market is hunting for, then spotlight those pieces in your thrift store social media marketing to capture interest from shoppers who want items they can’t get in traditional retail.
People don’t just scroll for fun — they scroll to shop. Shoppable posts let them buy the second something catches their eye, and when you treat your profiles like storefronts, you turn casual browsing into instant checkout.
Create posts that drive sales with these tips:
Tag products directly: Use Instagram Shopping or Facebook Shop to link items in photos and Reels, and include details like size, color, and price so buyers have everything they need.
Add urgency cues: Use captions like “Only two left” or Story countdown stickers for limited-stock pieces to encourage quick action.
Sync product availability: Link your point of sale (POS) system to social posts so that inventory updates are made in real time and items are removed once they sell.
According to Sprout Social, 39% of consumers buy directly from Facebook and 36% from Instagram, making shoppable posts a proven thrift store social media marketing strategy.
Sustainability is central to Gen Z and millennial shoppers — 62% of Gen Z prefer to buy from sustainable sources. Thrifting saves money and reduces waste; your content can make that impact visible.
Here are a few ways to bring sustainability into your posts:
Publish monthly diversion stats: Share numbers like “We kept 1,860 lbs. of textiles out of the landfill in July,” add a simple graphic, and explain how donations and purchases made that possible.
Pair items with eco tips: Showcase thrifted products alongside advice, like refilling pantry jars to reduce packaging waste or noting how many gallons of water are saved when buying secondhand denim.
Feature shopper spotlights: Share portraits and quotes from customers who thrift for environmental reasons, and tag them (with permission) to expand reach through their networks.
Make eco-focused content a recurring series so followers associate your store with measurable environmental wins.
Thrift stores move inventory fast — social media is the best way to turn that urgency into action. Promoting short, time-limited sales online gives followers a reason to check your pages daily and act quickly before deals disappear.
Use thrift store social media marketing to clear shelves quickly:
Announce “happy hour” deals: Post “Today 2–5 p.m., all books $1” with a countdown sticker, and pin the post so it stays visible until the sale ends.
Run a live claim event: Stream on Facebook or Instagram Live while showcasing items like collectable toys or retro jewelry, assign each a number, and let shoppers claim them in the comments.
Encourage shares for extra reach: Promote a same-day discount by asking followers to repost or tag a friend, offering a small perk like 10% off for those who spread the word.
Use your POS system to identify slow-moving or end-of-season items, then build a social media flash promotion around them.
Upcycling — turning thrifted items into something new — is popular with younger shoppers who want creative, low-cost ways to refresh their style. Showing these transformations online makes your store the go-to place to find materials and inspiration.
Try these ideas for featuring upcycling projects in your social media:
Post step-by-steps: Document a dated dresser’s transformation by showing the sanding, priming, and painting steps, naming the products used, and comparing the total cost to buying new.
Partner with local makers: Invite a DIYer to film a thrift flip in store, tag both accounts, and raffle the finished piece to drive follows and foot traffic.
Run a monthly #ThriftFlip challenge: Ask customers to submit their best transformations, repost the winners, and offer a store credit prize.
Highlighting how donated items are transformed through upcycling reinforces your message of reuse and community impact.
To make thrift store marketing effective, you need to know what’s selling, how customers shop, and whether your promotions increase sales and donations. Thrift-ready POS software connects sales and inventory, so your posts match shopper demand.
The right system can help you:
Targeted campaigns help you reach the right audience with your posts and turn social media activity into store traffic.
Using thrift store social media marketing to promote your thrift store is crucial to reaching new shoppers and staying connected with your community. But to make the most of your efforts, you need tools that tie your online presence to your daily operations.
Built for thrift stores, ThriftCart syncs your online and in-store operations. Real-time inventory updates and sales reports show you what’s working, while donation tracking and customer rewards tie every campaign back to your mission.
Request a demo today to discover how ThriftCart converts social media buzz into sales and stronger community impact.