Research & Data
The Irish Second‑Hand Style Index
Where online resale interest is strongest across every county in Ireland — ranked and indexed against population.
Clothing and footwear prices in Ireland rose 9% in the 12 months to March 2026, according to the Consumer Price Index recorded by the Central Statistics Office. Search data from across the country reveals that Irish consumers are turning to second-hand fashion platforms in significant numbers — and it is not just happening in cities.
From Carlow to Cavan, smaller counties are leading the shift when population size is taken into account. To find out where second-hand fashion is gaining the most traction, monthly search volumes for Vinted and Depop were analysed at county level and indexed against CSO population data, producing Ireland’s first county-by-county Second-Hand Style Index.
The rankings Top 10 Counties for Online Second-Hand Fashion Interest
| Rank | County | Vinted | Depop | Total Searches | Population | Per 100k | Index |
|---|---|---|---|---|---|---|---|
| 1 | Carlow | 3,600 | 320 | 3,920 | 61,968 | 6,325.8 | |
| 2 | Cavan | 3,600 | 320 | 3,920 | 81,704 | 4,797.8 | |
| 3 | Dublin | 49,500 | 9,900 | 59,400 | 1,458,154 | 4,073.6 | |
| 4 | Leitrim | 1,000 | 210 | 1,210 | 35,199 | 3,437.6 | |
| 5 | Kildare | 6,600 | 1,000 | 7,600 | 247,774 | 3,067.3 | |
| 6 | Wexford | 4,400 | 590 | 4,990 | 163,919 | 3,044.2 | |
| 7 | Louth | 3,600 | 590 | 4,190 | 139,703 | 2,999.2 | |
| 8 | Galway | 6,600 | 1,600 | 8,200 | 277,737 | 2,952.4 | |
| 9 | Clare | 2,900 | 720 | 3,620 | 127,938 | 2,829.5 | |
| 10 | Waterford | 2,900 | 590 | 3,490 | 127,363 | 2,740.2 |
County by county What the data says
Carlow
Index score: 100 · 6,325.8 per 100k
Carlow comes out on top, which is not what you’d expect straight away. It doesn’t have the scale of bigger counties, so this ranking is coming from consistent search activity rather than volume alone. It suggests second-hand isn’t just a trend here — it’s something people are actively using.
Cavan
Index score: 75.8 · 4,797.8 per 100k
Cavan’s position shows that this isn’t just a city-driven shift. Search demand here is strong for its size, which points to steady interest rather than occasional spikes. It’s a good example of how resale is spreading beyond the usual urban hotspots.
Dublin
Index score: 64.4 · 4,073.6 per 100k
Dublin dominates in total searches, which makes sense given the population. But when you adjust for that, it drops slightly. That doesn’t mean less interest — just that behaviour is more diluted across a much bigger group of people.
Leitrim
Index score: 54.3 · 3,437.6 per 100k
Leitrim is one of the more surprising entries. The total search numbers are small, but relative to its population, it ranks high. That suggests a noticeable portion of people are actively using resale platforms rather than just being aware of them.
Kildare
Index score: 48.5 · 3,067.3 per 100k
Kildare sits just behind the top tier, which feels about right. Close enough to Dublin to pick up trends early, but still showing its own level of demand rather than just mirroring the capital.
Wexford
Index score: 48.1 · 3,044.2 per 100k
Wexford’s numbers point to steady, ongoing interest. Nothing extreme, but enough consistency to suggest second-hand shopping is part of the regular mix rather than something people dip in and out of.
Louth
Index score: 47.4 · 2,999.2 per 100k
Louth lands comfortably in the top 10 with solid search activity for its size. A consistent performer that reflects broader regional engagement with resale platforms.
Galway
Index score: 46.7 · 2,952.4 per 100k
Galway has strong overall numbers, but like Dublin, they’re spread across a larger population. It still ranks well, just without the same intensity per person as some of the smaller counties ahead of it.
Clare
Index score: 44.7 · 2,829.5 per 100k
Clare’s position suggests a solid level of interest. It’s not leading the shift, but it’s clearly part of it. The people there know their fashion, so it’s no surprise it made the top 10.
Waterford
Index score: 43.3 · 2,740.2 per 100k
Waterford just makes the top 10, but that still puts it ahead of most counties. There’s clearly a strong level of interest, and the data reflects an engaged local audience.
The full picture Counties with Lower Levels of Second-Hand Search Interest
| Rank | County | Vinted | Depop | Total | Population | Per 100k | Index |
|---|---|---|---|---|---|---|---|
| 17 | Westmeath | 1,900 | 480 | 2,380 | 96,221 | 2,473.5 | |
| 18 | Mayo | 2,900 | 480 | 3,380 | 137,970 | 2,449.8 | |
| 19 | Laois | 1,900 | 320 | 2,220 | 91,877 | 2,416.3 | |
| 20 | Meath | 4,400 | 720 | 5,120 | 220,826 | 2,318.6 | |
| 21 | Kilkenny | 1,900 | 390 | 2,290 | 104,160 | 2,198.5 | |
| 22 | Donegal | 2,900 | 720 | 3,620 | 167,084 | 2,166.6 | |
| 23 | Limerick | 3,600 | 720 | 4,320 | 209,536 | 2,061.7 | |
| 24 | Monaghan | 1,000 | 320 | 1,320 | 65,288 | 2,021.8 | |
| 25 | Roscommon | 880 | 170 | 1,050 | 70,259 | 1,494.5 | |
| 26 | Cork | 6,600 | 1,300 | 7,900 | 584,156 | 1,352.4 |
Cork ranks 26th, but its raw search volume is one of the highest in the country. The lower ranking is purely a reflection of its size — spread across a population of over 584,000, that interest becomes harder to see in per capita terms, but it is there. The same dynamic applies to Limerick and Galway: population scale, not lack of interest, drives their positions.
Roscommon sits at the bottom of the rankings, but it is a small county and small shifts in behaviour could move it considerably. The interest just has not concentrated in the same way as elsewhere yet.
Survey findings Why Are People Turning to Second-Hand Fashion?
To better understand the behaviour behind the data, a small survey of 25 Irish consumers was conducted to explore why people are choosing resale platforms. While the sample is limited, the responses give useful context to the search trends.
Across the board, one theme came through clearly: cost. With clothing prices rising, many respondents described second-hand platforms as a practical way to keep buying clothes without overspending. But it was not just about price — people also pointed to value, quality, and access to items they would not typically find in shops.
New clothing is super expensive and a lot of the time doesn’t even last. Reselling is cheaper and better for the environment.
Most clothes are in good condition or never worn and are a fraction of the price.
You can find items that aren’t sold in shops anymore.
Cheaper and more environmentally friendly.
Second-hand fashion is not being adopted for a single reason. It is a mix of financial pressure, changing attitudes to consumption, and a shift in how people define value.
Is Your County Part of the Shift?
Second-hand fashion in Ireland is no longer a niche habit. From Carlow to Clare, the search data points to something that has quietly become part of how people shop.
The drivers are practical: rising prices, better quality than expected, access to things you simply cannot find on the high street. But added together, they point to a genuine change in how Irish consumers are thinking about clothing and value.
What is striking is that this is not concentrated in one place. While Dublin leads on raw volume, it is smaller counties like Carlow, Cavan and Leitrim that show the highest engagement relative to their populations. The shift is not urban. It is nationwide.
Methodology
Monthly search volume data for Vinted and Depop was collected using Google Ads Keyword Planner at a county level in Ireland. Search volumes represent average monthly searches over the past 12 months and were used as a proxy for consumer interest in second-hand fashion platforms.
For each county, search volumes for both platforms were combined to create a total second-hand search figure. To ensure fair comparison between counties of different sizes, this data was normalised using population figures from Census 2022 published by the Central Statistics Office.
A per capita rate was calculated as: (Total searches ÷ population) × 100,000. These values were then indexed, with the highest-ranking county assigned a score of 100 and all other counties scaled relative to this. Search data reflects online interest and should be interpreted as an indicator of intent rather than confirmed purchasing behaviour.