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@article{197458,
        author = {Sajith Kumar P},
        title = {Digital Marketing: The Growing Significance of Thrift Shopping in Today’s Middle-Class Consumer Market},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {6432-6437},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197458},
        abstract = {This paper studies the growing significance of Thrift shopping in today’s middle-class consumer market by examining how the economic factors, changing consumer attitudes, and the desire for sustainable practices have contributed to the widespreadness of Thrift shopping. This study explores the growing trend of Thrift shopping by middle-class consumers as a way of bringing out the cultural and economic implications that accompany this trend in the retail sector. As technology develops and online shopping becomes common, thrift shopping is becoming as a popular choice, especially among middle-class consumers and teenagers. Although there is an overall trend for online retail, second-hand clothing stores are relatively scarce. Here marks the beginning of a novel consumer behavior, realizing the value in purchasing from Thrift stores. The stores allow access to good-quality, fashionable clothing at a modest price, thereby giving consumers the opportunity to enjoy expensive styles without straining their wallets. Some store types take the role of charity shops, funding social initiatives and sustainability through waste reuse. Charity shops is another name given to some types of thrift stores so well known that they sell lots of items donated, such as clothing and furniture, by volunteers. Because the operating costs of these stores are low and the products donated, the stores are able to sell their merchandise at a very competitive price, but all revenues, after costs, go toward charity. Such widespread interest in thrift shopping also underscores the relevance of this activity not only as an economic choice but also as a validly conductive practice toward a healthy environment and society.},
        keywords = {thrift shopping, digital marketing, middle-class consumers, sustainable consumption, second-hand clothing, social enterprise, charitable organizations},
        month = {April},
        }