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As economic pressures continue to shape consumer choices in Pakistan, a new Gallup & Gilani Pakistan survey has highlighted a notable trend: 48% of Pakistanis bought second-hand clothing over the past year. The data reflects the enduring relevance of Landa Bazaars, informal markets where imported used clothes are sold at low prices.
The survey, conducted between March 7 and March 22, 2025, captured responses from 779 participants across all four provinces, encompassing both urban and rural demographics. Using Computer-Assisted Telephone Interviewing (CATI), researchers reached a diverse cross-section of the population to explore consumer behavior regarding clothing purchases.
Landa Bazaars: A Trusted Marketplace for Affordable Apparel
For decades, Landa Bazaars have played a vital role in Pakistan’s informal economy, particularly in urban centers like Lahore, Karachi, and Rawalpindi. These bustling second-hand markets offer everything from jackets and sweaters to trousers, footwear, and even designer-label imports at a fraction of retail prices.
The survey results show just how widespread their appeal has become. While 48% of respondents said they had bought used clothing in the past 12 months, 51% said they had not, and 1% either did not know or declined to respond.
In a country where inflation continues to squeeze household budgets, especially for lower- and middle-income families, the affordability of used clothing makes it a go-to option—especially during the colder months when the cost of winter apparel can soar.
Affordability Over Brand Loyalty
The findings reveal a clear shift in consumer priorities, with affordability and necessity outweighing the desire for brand-new fashion. In addition to helping consumers stay warm in winter, used clothing markets offer a way to access better-quality garments—often foreign-made—than might otherwise be affordable when bought new.
“Used clothes are not just for the poor anymore,” says a local market seller in Lahore’s Landa Bazaar. “Even middle-class families visit during the winter season because the quality is better than what they can get for the same price in regular stores.”
Nationwide Reach and Changing Perceptions
The appeal of second-hand clothing isn’t limited to urban centers. The survey’s sample covered both urban and rural regions, suggesting that the culture of buying used clothing is well embedded across the country. This challenges old perceptions that second-hand markets are only for low-income groups or are limited to big cities.
In fact, the increase in thrift shopping is part of a global shift toward more sustainable and cost-effective consumer habits, particularly among younger generations who are becoming increasingly conscious of financial and environmental concerns.
How the Survey Was Conducted
The Gallup & Gilani Pakistan survey utilized Computer-Assisted Telephone Interviewing (CATI), a method designed to efficiently gather responses from a geographically and demographically diverse pool of participants. Conducted over two weeks in March 2025, the sample size of 779 people was spread evenly across Pakistan’s four provinces, ensuring national representation.
The organization, affiliated with the Gallup International Association, emphasized the survey’s credibility and relevance in understanding emerging consumer trends in Pakistan.
A Resilient Market in Uncertain Times
Experts suggest that the growing popularity of Landa Bazaars signals not just economic constraint, but also a degree of resilience and adaptability among Pakistani consumers.
“In times of economic difficulty, these second-hand markets act as a buffer,” says an economist based in Islamabad. “They help people maintain their standards of living without overspending, and that’s crucial when inflation and unemployment are high.”
It’s worth noting that second-hand clothing markets also contribute to waste reduction, making them a modest but important part of Pakistan’s sustainability ecosystem. Though not always recognized officially, these markets support both circular economy goals and small-scale employment.
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Looking Ahead: Trend or Necessity?
Whether this pattern of second-hand shopping is a long-term trend or a response to temporary economic challenges remains to be seen. However, with almost half the population participating in the market for used clothing, it is clear that thrift shopping has become a key element of the Pakistani retail landscape.
The real question is whether policymakers and city planners will recognize this informal economy’s role and begin integrating these markets into future urban and economic planning—possibly even encouraging organized thrift stores or regulated second-hand marketplaces.
Conclusion: A Practical Choice in Tough Times
The Gallup & Gilani survey sheds light on how ordinary Pakistanis are adjusting to current economic conditions with practical, cost-conscious choices. Whether driven by necessity, habit, or growing awareness of sustainable practices, the popularity of second-hand clothing continues to rise.
For now, Landa Bazaars remain not just a cultural fixture, but a lifeline for millions navigating the challenges of a tightening economy. As more consumers embrace thrift over trend, it signals a deeper shift in how fashion and affordability are being redefined in Pakistan.
