Treasure-Hunters Fueling Antique & Vintage Markets

Hidden Gems Revving Up Antique Industry

Cashing In On The Thrill Of The Hunt

New York - In a world increasingly dominated by mass-produced goods and fast-fashion, there’s a growing allure to the unique, the historic, and one-of-a-kind. Stories of people stumbling upon priceless paintings, rare jewellery, and valuable antiques at garage & estate sales, thrift stores, and flea markets are becoming more common as many of these venues have now become fertile ground for unearthing some remarkable finds. These serendipitous discoveries by a new generation of treasure hunters are not only changing the fortunes of a few, but are also helping to reshape an industry by igniting a renewed and vibrant interest in how the antique and vintage marketplace is viewed.

For many, the appeal of hunting for vintage and antique items lies in the thrill of the unexpected. “You never know what you’re going to find,” says Sarah Thompson, a seasoned antique dealer based in Fishers, Indiana. “I’ve seen people buy a $10 painting at a garage sale only to discover it’s worth thousands. It’s like a treasure hunt, and that excitement can be contagious,” she says. Thompson recalls when a fellow antique dealer she knew made headlines when he purchased a dusty old still-life painting at a thrift store for $30 that, after doing some research, turned out to be a lost work by American painter Martin Johnson Heade, which later went on to sell for 1.2 million.

Thompson says that while discoveries of this magnitude are obviously rare, "finds" in the thousand to five-thousand dollar range are becoming much more common today as baby-boomers continue to divest themselves of high-end lifetime collections. "Garage and estate sales can often yield far better quality items now than they did twenty-years ago," says Thompson, "but you have to be willing to compete with weekend-warriors equipped with Google Lens and eBay price-checker apps to find the treasure." Despite the challenges, Thompson says these finds underscore the potential that's often hidden in plain sight.

Thrift Store "Find" By Artist Heade Sells For $1.2 Million

The rise of second-hand shopping and the popularity of platforms like eBay, Etsy, and Facebook Marketplace have also democratized access to antique and vintage items. No longer confined to high-end auction houses or exclusive galleries, the antique market is now accessible to anyone with a keen eye and a bit of luck. “The internet has changed everything,” says James Andrews, an appraiser and host of the popular podcast Antique Adventures. “People can research items on the spot, compare prices, and connect with experts instantly. It’s opened up the market to a whole new generation of collectors.” Andrews says that he's hearing about spectacular 'finds' on his podcast on a regular basis now. "Before we'd often get the story second-hand," he admits, "but today I'm interviewing people almost weekly who are scoring big at garage and estate sales on a pretty consistent basis."   

This accessibility has also made the market more inclusive. “Younger people are getting into antiques because they see it as sustainable and unique,” says Emily Carter, a vintage jewellery dealer in Brooklyn. “They’re not just buying things - they’re buying stories.” Carter says she's also seen some great "picks" from these younger entrants, as their enviable tech skills often allow them to source, locate, and determine the value of garage and estate sale finds more quickly than certain other demographic groups. "It's a skill-set that can often come in handy when trying to separate the trash from the treasure," she says.

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Carter also believes that the current antique and vintage market is benefiting from a shift toward sustainable consumption. “Buying second-hand is inherently eco-friendly,” she says, “you’re giving new life to items that already exist, rather than contributing to the demand for new production.”

This 'sustainable' sentiment is also echoed by millennials and Gen Z shoppers as well, who are often the driving force when it comes to discovering today's vintage gems in second-hand fashion, furniture and décor. In fact, according to a recent report by the online retailer ThredUp, the second-hand market is now projected to double in the next couple of years, reaching $350 billion by 2027, with antique and vintage items accounting for a significant portion of this growth.

Social media has also played a pivotal role in helping to fuel the treasure-hunter trend, as platforms like Instagram and TikTok are often filled with influencers showcasing their thrift store hauls, DIY upcycling projects, and antique finds. “Social media has made antiquing cool again,” says Beverly Reid, whose online marketing company focuses almost exclusively on developing brand awareness for those in the decorative arts businesses. “People in this industry love sharing their discoveries, and it's inspiring others to start hunting for their own treasures.”

​One of Reid's clients, 27-year-old influencer Mia Rodriguez, has amassed over 500,000 followers on TikTok by documenting her thrift store adventures. “I started thrifting as a way to save money, but now it’s turned into a passion,” she says. “I’ve found everything from vintage Chanel bags to mid-century modern furniture. It’s amazing what people will donate or sell without actually realizing its value.”

Young "Influencers" Often Lead The Hunt

For many industry-watchers this fresh supply of interest in the antique and vintage marketplace is having a tangible economic impact, with organizations such as the Antique Dealers’ Association of America reporting strong increases in sales numbers over the past few years with younger buyers leading the way. “Our online show is also noting a similar market shift and evolution,” says James Andrews of his weekly podcast. “It’s not just about high-end antiques anymore. People are looking for unique, affordable pieces that reflect their personal style. That’s where garage sales and flea markets come in - they can be a goldmine for hidden gems.”

As the antique and vintage market continues to grow, experts predict that the trend of finding valuable items in unexpected places will only gain momentum, especially as baby-boomer collections continue to hit the market en masse. “The more people hear about these incredible finds, the more they’ll be inspired to start treasure-hunting themselves,” says Sarah Thompson. “It’s a win-win for everyone - buyers, sellers, and even those worried about saving the planet.”

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​A.I.A. Staff Writers
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NOTE: For readers seeking more information about the Asheford Institute Of Antiques distance-learning program on professional-level appraising, the study of antiques, collectibles, vintage and mid-century modern items, please click here to visit the school's Home Page. 

Should you have additional questions about the Asheford program, you can also write to the school at: [email protected] or call the Registrar's Office toll-free at: 1-877-444-4508.

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