The rise of Preloved: Why second-hand is the new first choice this Christmas

As we head into the festive season, I’m delighted to share a thoughtful piece from one of our beloved London Mums contributors, Julia Minchin, CEO of Hippychick. Julia has been championing sustainable parenting long before it became a trend, and this year she brings us a timely reflection on the growing shift towards preloved gifting – a movement we’re seeing resonate strongly with families everywhere.

To celebrate the season of giving, Hippychick is treating London Mums readers to an exclusive  15% off everything with the code LONDON15, plus a host of special offers across their site. They’re also inviting mums to take part in a short survey about shopping habits and brand preferences – and everyone who completes it will be entered into a prize draw to win a £50  Hippychick voucher.

Now, over to Julia, who makes a compelling case for why second-hand isn’t second-best — and why preloved may just be the most meaningful choice you make this Christmas.

The rise of Preloved: Why second-hand is the new first choice this Christmas

By Julia Minchin, CEO of Hippychick

Christmas is a time to bring joy, give generously and spend time with the ones we love. This year, more and more parents are thinking differently about how – and what – they buy. Gone are the days when preloved toys and gifts were looked down upon; now we’re seeing a real rise in people choosing preloved as their first choice for gifting. There’s nothing more rewarding than giving a toy a second life and a second chance to be loved.

At  Hippychick, we’ve seen first-hand how the love for preloved is growing. In fact, sales in the first half of this year were more than double compared to the same period last year. Our Preloved collection continues to go from strength to strength, and it’s clear that parents want to save a little this Christmas without compromising on quality. So far this year, we’ve sold around 150 preloved items – almost triple last year’s total.

Every toy and nursery essential we create is built to last – designed to be cherished, shared, and passed down through generations – and our preloved pieces are no exception. Because they’re made to withstand years of play, the quality you get when you buy preloved is still fantastic.

We’ve recently expanded our Preloved collection to include Ex-Display items – pieces used for photoshoots, discontinued lines or products with slightly damaged packaging. They’re “almost as good as new,” offering great value for money while helping us reduce waste even further. You’ll now find them all together in the Hippychick Outlet.

Every item in our Preloved range is carefully quality checked to ensure it’s ready to be loved again. And we don’t try to pull the wool over our customers’ eyes – our preloved toys aren’t reboxed or disguised as new. They’re sold as seen, giving families complete transparency and confidence in what they’re buying.

Buying preloved isn’t just about saving money (though that’s certainly a welcome bonus!). It’s also a more sustainable way to shop. Instead of toys and nursery essentials ending up in landfill, they’re given a new lease of life and another family the chance to make happy memories. It’s a small but powerful way to reduce waste and champion circular living.

We’re so proud to see parents embracing this shift towards mindful giving. It shows that “new” doesn’t always mean “better.” A preloved toy can bring just as much joy on Christmas morning – with the added bonus of a story, a sense of continuity, and a positive impact on the planet.

This Christmas, why not join the rise of preloved? It’s a simple way to give gifts that are sustainable, affordable, and full of history – proof that the best presents aren’t always the newest, but the ones ready to be loved again.

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