Buying secondhand products for kids is a contemporary and growing market trend, as parents seem to have found in these products an opportunity to buy cheaper, good-quality products and also behave more sustainably by buying used products instead of new ones. Even though the connection between the secondhand market and childrenswear is harmonious, few researchers have addressed the parents ́ motivation and barriers to buying used products for their children. We conducted a survey with 154 parents, both with and without previous experience with buying secondhand products, and found that, contrary to what is expected for this market, social embarrassment is not a relevant barrier to buying secondhand products. Economic motivations are the main motivator for this purchase. Still, sustainability also plays a relevant role, as parents feel they are doing the right thing when they buy used products instead of new ones. They also value that, when they buy used products, they contribute to more sustainable behavior.