Secondhand Shoppers Are the Real Influencers This Holiday Season

In a season fueled by hype and overconsumption, the real influence is coming from the voices helping people shop smarter—not more.

Every holiday season, the noise gets louder—Black Friday blitzes, endless brand ads, pressure to buy more, more, more. It’s a cycle of consumerism that leaves shoppers overwhelmed and under-inspired. This year, we’re taking a stand. Because the people shaping how we really shop aren’t the ones pushing the biggest hauls or the newest drops. The real influencers are the ones who get what people actually want: secondhand deals, pieces that are worth the investment, style without the waste.

The real influencer is the secondhand curator.

The New Kind of Influence

For years, the fashion ecosystem has rewarded “newness”—new drops, new collections, new carts filled with items destined to sit in a closet without being worn. But the creators driving culture today aren’t focused on what’s new. They’re focused on what’s meaningful.

They’re the ones:

• Showing us how to rewear what we already own

• Tracking down vintage pieces of trends that have resurged

• Sharing secondhand finds that are cheaper, cooler, and better quality

• Teaching us how to shop secondhand first—even for the holidays

Their followers trust them not because they sell, but because they solve. They inspire. They curate.

And now, they finally have a platform built for that kind of influence.

Your Influence, Finally Supported

Beni is the only platform uniquely set up to support secondhand curators, tastemakers, thrifters, and vintage shoppaholics.

Sharing secondhand finds with your audience has notoriously come with so much friction: *dead links, sold-out pages, and a messy, unreliable experience. You share your top The RealReal finds of the week and within days those pieces are no longer available. You link your vintage eBay gems to your ShopMy, but within an hour the gem was sold and your link is dead.

Beni offers endlessly shoppable listings.

Item is claimed? View More Like This. Item isn’t in your size? Click More Like This. Item is too expensive? Hit More Like This.

Beni’s Holiday Curator Program

This season, Beni—the platform making secondhand shopping (and sharing) as easy as new—is looking for curators who have the gift of sifting, scanning and identifying the most incredible secondhand finds.

Our curator program is designed to elevate those whom are already leading the movement, shaping how people shop with more intention. As more shoppers look to buy with intention, the creators leading that shift deserve visibility, tools, and rewards. Beni offers that.

By joining the Curator Program, creators can:

• Curate your favorite secondhand finds across 40+ resale marketplaces and share with your audience to shop your recommendations

• Share easy access to collections by linking your Beni Shop (profile) on you Link In Bio

• Be featured on the Beni App and our socials with 150K+ cumulative audience. Your collections will be featured front and center throughout the holiday campaign as we spotlight the voices leading the Thriftmas movement

Why Curators Matter Now

Shopping during the holidays can feel chaotic—relentless promos, impulse buys, pressure to overspend. But curators with a strong point of view bring clarity. They help people cut through noise and find things that are thoughtful, personal, and what people really want.

How to get started:

1. Make Beni account — We just launched public profiles! In your profile settings on shopbeni.com (not in app) add a profile photo, bio, social links, and make your profile public.

1. Make a fabulous collection — Start saving secondhand finds to your collections. Make sure the collection is set to ‘Public’ and add a fun cover photo.

1. Tips to get featured: Collections that have over 35 finds saved, relevant & unique titles, and eye-catching cover photos. Holiday-inspired, winter wear or seasonal collections are guaranteed to be featured!
   Check the ‘Featured Collections’ section on the discover page to see if your curated collection has been selected.

2. Share your profile & collections — Link your Beni Shop on your socials. Add to your Link In Bio on Instagram, Tiktok, Substack, Youtube, etc. Share your collection links on IG stories or to a Substack post for easy access to your secondhand finds.

Influence isn’t about convincing people to buy more, it’s about helping them buy better and you are the influence we need this holiday season.

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*dead links refers to a link on a marketplace platform or online store that leads to a product listing which is no longer active, available, or accurate