Nearly eight in ten US shoppers want to trade-in. Only half are offered it.
Trade-in is on most shoppers' radar: 78% of US consumers think about it, and 39% consider it even when they're not in the market to buy.
Yet only half (50%) were offered trade-in at their last purchase.
When offered right, trade-in can improve brand perception: 44% of consumers say it makes the upgrading feel more affordable
But the proposition needs to be competitive: 27% of US consumers say current trade-in values are too low and 22% say they are unclear.
[Nov. 10, 2026] – Nearly eight in ten US shoppers (78%) think about trade-in, but only half (50%) were offered it at their last purchase, according to new research by Alchemy, the world's fastest-growing global circular technology company.
The study was conducted for Alchemy by FDM CCS Insight across 11,217 consumers in the US, UK, Germany and Poland. It shows that merely having a trade-in program is not enough – it needs to be accessible and worthwhile.
A clear commercial opportunity for brands
Trade-in encourages consumers to trade up: 74% say a competitive trade-in value would make them more likely to choose a higher-end product than they had planned, and three quarters (76%) say they would upgrade sooner if their preferred brand offered good trade-in value. 68% would also be more likely to add accessories, warranties or other items to their basket.
The benefits also extend to how consumers see the brand itself. Seven in ten (71%) say offering trade-in improves their perception of a brand, with affordability the leading reason: 44% of them say it makes upgrading feel more affordable.
Trade-in is the lever that makes a premium upgrade easier. Seven in ten US consumers (72%) agree that trading in is a smart way to get value back from old products, and upgrading to a better model is the single most common reason people trade in (29%). When asked what would make it easier to buy or upgrade to a more premium product, a trade-in discount comes out on top (37%), ahead of paying monthly (29%) or subscription options (21%).
Value is the biggest driver. 27% of US consumers say the value offered is the main factor shaping whether they trade in, 22% want values to be presented more clearly, and 21% say they would benefit from greater awareness that older products still hold value. As the report puts it, well-designed trade-in makes upgrading feel less like spending and more like getting value back.
Additionally, certainty and transparency in trade-in programs build confidence. 67% say a guaranteed price lock after an online quote would increase their trust and 64% want the ability to return a product if the final valuation differs from the estimate.
Stephen Wise, Director Global Marketing at Alchemy, said:
"Trade-in has moved well beyond a sustainability initiative or a way to reduce the cost of a new device. It is now one of the clearest signals of how competitive a brand's overall proposition is – and consumers are telling us they are prepared to choose, and stay with, the brands that get it right."
"The research is a strong vote of confidence in trade-in. The brands that pair competitive value with certainty, transparency and choice will be the ones that win new customers, deepen loyalty, bring upgrades forward and recover more devices for a second life."
The full research report is published on Alchemy's website in two free playbooks. The first is designed to help brands already active in trade-in optimize their programs, while the second is tailored to provide insights for those new to the space to help them grow nascent programs. Visit Optimizing established trade-in programs or Building participation in emerging trade-in programs, or contact Alchemy to learn more: wearealchemy.com/contact.
About Alchemy
Alchemy is a global leader in the circular technology sector, providing end-to-end circular solutions that drive sustainability, innovation, and transparency through each stage of the tech lifecycle. Recently winning Deloitte Impact Award in association with Meta and ranking on its Technology Fast 50 Ireland list, Alchemy is trusted by over 3,000 partners in 60 markets and has successfully recovered, processed, and remarketed over 14 million devices.
With a commitment to reducing environmental impact, Alchemy operates through four specialist divisions: Circularity, Trading, Callisto, and Loop. Alchemy Circularity provides tailored lifecycle, reverse logistics and recommerce solutions for OEMs, retailers, and carriers, supported by a proprietary tech infrastructure and global facilities network.
Alchemy also connects businesses and consumers through its platforms. Callisto is a one-click global trading marketplace for wholesale refurbished tech, enabling seamless and secure transactions for buyers and sellers. Loop Mobile, its consumer-facing brand, empowers customers to save money and reduce CO₂ emissions with rigorously tested devices backed by top-tier warranties.
Visit wearealchemy.com for more information.
About FDM | CCS Insight
CCS Insight is a global analyst company providing valuable insights and analysis to navigate the complex technology landscape. It offers comprehensive services tailored to meet the individual needs of its clients, helping them make sense of the connected world and optimize their strategies. CCS Insight was recently acquired by FDM, a leading player in telecom pricing and market share insights which is backed by private equity firm Inflexion. Learn more at: ccsinsight.com