The French consider a used purchase to be a good deal if it offers an average discount of 45% compared to a new item (OpinionWay survey for Sofinco, March 2025). But a used sporting good purchased over the counter has neither a suggested retail price nor an identical product code: each item has its own condition, season, and repair cost. As a result, many retailers buy back items based on their best judgment and resell them without knowing whether the used goods section is turning a profit or taking sales away from new merchandise.
White paper
Secondhand: Setting the Price for a Used Sports Item
This white paper shows how to work backward to determine the price of a used sporting good: start with the resale price the customer will accept—capped by the price of a comparable new item—then subtract VAT on the margin, refurbishment costs, storage costs, and the target margin to arrive at the maximum buyback price. Figures verified and dated 2025 and 2026 (OpinionWay for Sofinco, Enov, ADEME, BOFiP).
By downloading it, you will discover
- Why the trade-in value must be deducted from the resale price, and never the other way around
- How to choose between per-unit pricing and flat-rate pricing based on the resale value and restoration costs for each household
- How to account for VAT on the markup, the statutory warranty, and storage costs between the end-of-season buyback and resale
- Why a refund issued as a gift card can cost less than a bank transfer, and under what conditions
- How can new and used products be positioned within the same price range to protect the entry-level price, given that 64% of French people prefer a high-quality used product to a new entry-level product?
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