A practical guide for thrift stores

Last November, we took De Normaalste Zaak van Eindhoven on a city tour, visiting locations from markets to the TU/e campus. During our pop-up, we engaged passersby and visitors in conversations about second-hand shopping and the importance of giving items a second life. We didn’t just speak to seasoned thrift enthusiasts, but also to people who never buy second-hand or repair their belongings. That led to many valuable insights.

Qualitative research among visitors and passers-by

During the tour, we conducted over 70 in-depth interviews with shop host Bjorn Nieuwenhoff, and built on our (Dutch) Digipanel research among nearly 4,000 Eindhoven residents. We kept hearing the same things. For example, people tend to drop out when they feel unsure about product quality, or when a single dirty or broken item negatively shapes their perception of an entire store. Many also said they sometimes struggle to find what they’re looking for, and that prices don’t always feel logical.

From research to a practical guide

Together with Studio Sociaal Centraal, we translated these insights into a practical guide: Tips & tricks for thrift stores (pdf/ in Dutch). In this guide, we connect what we heard from visitors to insights from behavioural science. Why do people drop off when something feels uncertain? Why do negative experiences stick so strongly? And how can stores respond to this in a smart way?

The guide is structured around recognisable themes, such as store layout and overview, quality and hygiene, dealing with uncertainty, and perceived price fairness. For each theme, we share what we heard from visitors, briefly explain the behaviour behind it, and offer concrete tips. Think of making quality visible through labels, clearly communicating about guarantees, or helping visitors find what they’re looking for. Not as strict rules, but as practical tools that stores can apply in their own way.

What’s next for De Normaalste Zaak van Eindhoven

In 2026, we’ll continue our work around second-hand and repair. Instead of a new tour, we’re focusing on several (mostly online) campaigns throughout the year. These include themes like spring cleaning, the holiday allowance period, and the start of the academic year, followed by a campaign around the festive gift season. We’ll also collaborate with content creators and influencers to put thrift stores and Repair Cafés in the spotlight.

Repair Cafés

As part of our research, we also spoke extensively about repair and Eindhoven’s Repair Cafés, which brought up many interesting insights. To support them, we’re taking a more hands-on approach this year, for example, by helping with communication and visibility. This allows us to better match what they need in practice.

With both the guide and the campaigns, we aim to support thrift stores and Repair Cafés, and to help even more people in Eindhoven discover how accessible, valuable, and enjoyable second-hand and repair can be.