Thrifting hits an all-time high on Google Search in India
Hand-me-downs, repurposed clothes, and giving everyday objects a second life have long been part of the fabric of Indian households. Today, this familiar habit has evolved into a vibrant subculture of its own.
Enter thrifting. From Delhi to Dehradun, Google Trends shows that more people are looking for unique second-hand and vintage pieces, from Y2K streetwear to vintage sarees and even furniture. Here are the latest trends and how Google's AI tools can help with your next find.
- Thrifting 101: Searches for "thrifting" hit an all-time high on Google Search in India in the past year, with "how to thrift" and “thrift store near me” rising by 850% and 600%, respectively. Newcomers are curious too: "what is thrift store" jumped 1,000%, alongside rising interest in terms like "thrift meaning in Hindi."
- Thrift hotspots: From Delhi and Mumbai to Kochi and Dehradun, people are searching for thrift stores across the country, with Guwahati and Jaipur seeing breakout interest. (Top 10 cities: Bengaluru, Delhi, Mumbai, Hyderabad, Chennai, Kolkata, Kochi, Dehradun, Guwahati and Jaipur)
- From wardrobes to living rooms: Jackets were the most-searched thrift item in the past year, followed by tops, shoes, jeans and furniture. Thrift tops, jeans and furniture were breakout searches.
- Y2K jorts to Vintage sarees: Retro and heritage styles are both trending. "Y2K streetwear" broke out in the past year, along with jorts, track pants and baggy jeans. Vintage clothing is also seeing incredible momentum. In the past month, searches for vintage jerseys, sarees, t-shirts, jackets, and bags have seen surges.
- Thrift with a purpose: For many, the appeal extends beyond individuality and value to environmental consciousness. Searches for "circular fashion" rose 2,500% over the past year, while interest in "sustainable fashion" climbed 120%.
How Google’s AI tools can help you thrift
Whether you're scrolling for finds online or digging through racks in store, Google's AI tools can help at every step.
- Plan your thrift trip with Ask Maps: For a day out thrifting in person, use Ask Maps to find stores that suit your plans. Try asking: "Suggest good thrift stores near me with a café close by for a day out with a friend."
- Learn more about a find with Google Lens: When something catches your eye in store, like a vintage clutch, snap a photo with Lens and ask about it. Try asking: "I want to gift this vintage bag. Suggest what to pair it with for a party look."
- Find the look with Circle to Search: When a retro outfit pops up on your feed, long-press the home button or navigation bar and circle it to find similar vintage and second-hand pieces online.
- Preview the fit with Virtual Try-On: Before you buy a jacket or top online, upload a full-length photo to see how it could look on you.
- Style your finds with Gemini Live: When you're not sure how to wear a piece, share your camera with Gemini Live, show it the piece and talk it through. Gemini can suggest styling tips and what to pair it with.
