Whatnot’s latest consumer trends report looks at how products, trends and communities are shaping how consumers will shop, collect and connect next year.
Notably, Whatnot has seen more than 650,000 buyers joining its live shopping marketplace every week. The business racked up collectibles, fashion and beauty sales totaling $8 billion last year, with plans to double that for 2026.
Fashion has become one of the major categories for the marketplace, driving more orders than any other type of product with order volumes doubling since 2025. The number of live sellers and buyers for fashion has also doubled year-over-year — particularly in women’s contemporary clothing, vintage and luxury handbags.
Whatnot said vintage has especially become a leading segment for shoppers as they home in on a unique personal style. One-of-a-kind pieces are top of consumers’ minds, as they focus on product quality and longevity.
In 2027, Whatnot predicts that the Y2K revival will be even flashier than before. Think maximalism, bright colors and 2000s glam. Fendi Baguette bag searches on the platform rose 320 percent, while rhinestones, low-rise styles and tracksuits rose 160 percent each. The Louis Vuitton Speedy style ranks as one of Whatnot’s top-selling bags.
With luxury bags and accessory live shows garnering more than 150 million views so far in 2026, Coach is expected to see the biggest benefit at the accessible price point. And with shoppers seeking out vintage leather pieces, Whatnot sees Coach’s resurgence continuing next year.
On the marketplace, searches for cashmere rose 140 percent, while searches for silk doubled. Brands that focus on quality materials and craftsmanship also saw major traction — Brioni searches increased by 350 percent, Zegna searches increased by 340 percent, Brunello Cucinelli searches increased by 220 percent and Loro Piana searches increased by 130 percent.
Whatnot predicts that natural fibers, leather and materials that focus on craftsmanship will play a role in consumer behavior and purchasing.
The Ralph Lauren aesthetic has taken over and it shows no sign of stopping. Classic Americana is apparent in layered sportswear with Western influences, a “country-club-meets-ranch dressing” style. Tweed searches rose 120 percent and Western searches rose 100 percent. Whatnot expects that consumers will not commit to a singular style and will instead mix the American archetypes for a more “rugged, lived-in” look.
For spring 2027, Miuccia Prada and Raf Simons made a statement, showing 63 skirts for their latest Prada runway, with the look set to become a wardrobe staple. Skirt interest is already starting to pick up, with searches rising 93 percent. Expect a variety of lengths, fabrics and patterns to make their way into 2027.
Floral brooches were prominent across New York Fashion Week, while silk scarves are being used as head coverings and in other unexpected ways. Next year will see more classic accessories used in less traditional ways with Whatnot predicting shoppers will reuse pieces that are in their own closets.
Whatnot pointed out that some of the leading trends across the past few years are seeing their opposites pick up. Big sunglasses are being searched 68 percent more than tiny frames; purple searches are up 81 percent in contrast to Charli XCX‘s brat green; snake prints are up 84 percent as opposed to leopard, and pearls are up 66 percent as alternatives to diamond and tennis bracelets.
The report’s authors expect to see bolder proportional silhouettes, new prints and patterns and a refreshed version of glamour.
And beauty has become a leading driver. The category saw orders triple as shoppers sought out fragrances, K-beauty skin care and took inspiration from spring 2027 looks with glowy skin, smoky eyes and textured hair. Bold, imperfect beauty looks and paired with personalized scents that are set to shape beauty next year.
Fragrance is being treated more as fashion, with scent wardrobes being curated based on mood, style or occasions. For this year, Whatnot reported that 18 fragrance items sell per minute, with 72 percent of fragrance buyers returning for more purchases.
Mona Kattan’s Kayali, Tom Ford and Maison Francis Kurkdjian are the three leaders within this space for buyers, while sellers find smaller sizes are helping consumers discover new scents. Fragrance layering has become increasingly popular as shoppers combine scents and similarly use different fragrances for their hair, neck and décolletage. Smaller sizes also allow consumers to discover, mix and match scents.
The Middle Eastern fragrance market will continue to see a boom in 2027, with Dubai perfume searches tripling in 2026 — gourmand notes such as vanilla continue to remain fan favorites. Meanwhile, peony and woody notes also saw searches continue to rise, 460 percent and 230 percent, respectively.
Skin care routines will continue to favor Korean beauty; the subcategory accounted for more than 80 percent of skin care orders on Whatnot this year. Buyers also gravitated toward antiaging, with it being the number-one concern alongside glass skin. Whatnot also expects shoppers to continue the trend of investing in multistep skincare and luminous complexions while experimenting with layered makeup on top of the prepped skin.
Clean girl is out and worn-in glam is in. While minimalist looks dominated the past few years and the messy look is expected to come out and play in 2027. Think smoky eyes, deeper hues, crimped hair and deliberately imperfect textures.
Worn-in glam is already seen on the spring 2027 runways, with dark, moody eye shadow shades taking precedence over nude and neutral palettes. Hair crimper searches tripled and shoppers searching for them on Whatnot rose 59 percent. Paired with polished skin, makeup and hair that’s more lived-in and personal will over take pristine.