Is the Second-Hand Wedding Dress Market Really Growing?

The numbers tell a different story!

Despite frequent headlines about sustainability and resale, the recently published Bridify Whitepaper shows that demand for pre-owned wedding dresses in the UK has not significantly increased in the past decade.

A review of 11 years of Google Trends data (2015–2025) reveals:

• Only 3.9% of UK wedding dress searches relate to second-hand gowns.

• The ratio of interest between new and pre-owned dresses has stayed largely consistent.

• Overall Google searches for “wedding dresses” have fallen 45%, showing that Google is no longer where brides start their journey.

  
  

For bridal retailers and designers, this means the threat from resale platforms may be overstated — but the shift in discovery is real. Brides are now finding inspiration through social platforms and dedicated tools like Bridify, not traditional search.

Download it here:

UK_-_2nd_Hand_Wedding_Dresses_WhitePaper_findings__1_-1.pdf

Download PDF • 1.84MB

Bridify, are connecting data, designers, and boutiques to where today’s brides actually are — transforming browsing behaviour into insight that drives smarter buying and stronger sales.