The quickest way to price a second-hand item is to find what the same thing has actually sold for in the last month or two, adjust for its condition, then decide whether you want a quick sale or the best possible price. Asking prices tell you what people hope to get. Sold prices tell you what buyers will pay.
This guide walks you through that method step by step, with the small pricing habits that make local ads sell faster.
Step 1: Find real sold prices, not asking prices
Most sellers look at other live ads and copy the price. The trouble is that live ads are often the ones that have not sold, because they are priced too high. You want evidence of completed sales.
Use eBay’s “Sold items” filter
eBay is the largest public record of what used goods really sell for in the UK. Search for your item on eBay.co.uk, then tick Sold items in the filters (on the app it sits under Filter). Prices shown in green are completed sales.
- Search the exact model, size or edition, not just the brand.
- Filter to Used condition so new items do not skew the picture.
- Look at 10 to 20 recent sales and ignore the very highest and very lowest.
- Check whether postage was added on top. A local cash sale with no postage often lands a little below the eBay total.
Check local demand too
Then browse ads on NextDealUK for the same item near you. If there are ten identical prams within a few miles, you are competing on price. If yours is the only one, you have more room.
Step 2: Grade the condition honestly
Condition is where most pricing goes wrong. Owners see their item through rose-tinted glasses; buyers do not. Use a simple grading scale and be strict with yourself.
| Grade | What it means | Rough guide to price |
|---|---|---|
| Like new | Barely used, no visible marks, often boxed with all parts | Top of the sold range |
| Very good | Light signs of use, fully working, nothing missing | Middle to upper sold range |
| Good | Clear wear, scuffs or small marks, works as it should | Lower to middle sold range |
| Fair | Heavy wear, cosmetic damage or a minor fault you disclose | Bottom of the range or below |
| Spares or repair | Does not work properly or has parts missing | A fraction of working value |
These are guides, not rules. Popular brands and items that are hard to find new can hold their value better than this table suggests.
Whatever grade you choose, say it in the ad and show the flaws in your photos. Buyers who arrive and find an undisclosed scratch will either walk away or haggle hard on the spot. Our guide on how to write a classified ad that sells covers how to describe condition clearly.
Step 3: Decide between a quick sale and the best price
Every price is a trade-off between speed and money. Be clear about which one matters more before you post.
- Quick sale: price at or just below the lower end of recent sold prices. Expect messages within hours for popular items. Good when you are moving house, need the space, or need the money this week.
- Best price: price at the upper end and be prepared to wait. Good for items in excellent condition, collectables, or anything where few are for sale locally.
- Middle ground: price in the middle of the range with “ONO” and accept that you will probably settle 5 to 10 percent lower.
If you are not sure, start in the middle. You can always lower a price. Raising it after people have seen the ad looks odd and puts buyers off.
Step 4: Use pricing habits that buyers respond to
Round numbers work best locally
On local classifieds, round numbers like £40, £75 or £150 feel honest and are easy to pay in cash. Shop-style pricing such as £39.99 can look out of place for a used item. A price slightly under a round threshold (for example £95 instead of £100) can still help an ad appear in more filtered searches.
OVNO, ONO and “firm”
These short codes tell buyers how much room there is to negotiate.
- ONO (or near offer): you will consider sensible offers close to the asking price.
- OVNO (or very near offer): only small reductions, so expect offers just under your price.
- Firm or no offers: the price is fixed. Use this only when you are already priced well, or you will get few replies.
If you add ONO, set your asking price a little above the figure you actually want. That gives the buyer the satisfaction of a small discount and gets you the price you were aiming for.
Bundles: when to group and when to split
Bundling works for low-value items that would not be worth a trip on their own, such as children’s clothes by size, a set of kitchen utensils or a stack of books by one author. Price the bundle below the total of the individual items so it feels like a deal.
Split bundles when one item is clearly worth more than the rest. A games console with ten games will often make more if the console and the best games are listed separately, with the rest sold as a bundle.
Step 5: Time your listing
Demand for many items rises and falls through the year. Listing at the right time can do as much for your price as anything else.
| Item | Usually stronger demand | Usually weaker demand |
|---|---|---|
| Garden furniture, bikes, BBQs | Spring and early summer | Late autumn and winter |
| Toys, games, consoles | Autumn, before Christmas | January |
| Coats, heaters, winter boots | Autumn | Late spring |
| Desks, school and uni items | Late summer, before term | Mid-term |
| Furniture | Around common moving dates | Run-up to Christmas |
Treat this as a pattern, not a promise. Local demand varies, and a well-priced item sells in any month.
Day and time matter too. Many people browse in the evening and at weekends, so posting on a weekday evening or early on a Saturday puts your ad in front of buyers when they are looking.
Step 6: Know when (and how) to drop the price
If an ad gets plenty of views but no messages, the price is the most likely problem. If it gets very few views, check the title and photos first.
- After 3 to 5 days with no serious interest: review your photos, title and description.
- After about a week: lower the price by roughly 10 percent.
- After two weeks: lower again, or switch to “quick sale” pricing.
Make each reduction meaningful. Dropping £45 to £44 does nothing. Dropping £45 to £38 gets noticed. When you reduce, edit the ad rather than deleting and reposting the same item, which can look like spam to buyers.
When to give it away for free
Some items cost more in time than they are worth. If something is worth under about £10, is bulky, or has sat unsold for weeks, listing it in Free Stuff clears it quickly and saves you a trip to the tip. Free items still need an honest description and a clear collection time, and the same safety habits apply as for any sale.
Pricing checklist before you post
- I have checked at least 10 recent sold prices for the same model.
- I have graded the condition honestly and shown flaws in the photos.
- I have decided whether I want speed or the best price.
- My price is a round number with ONO, OVNO or “firm” as needed.
- I know the lowest offer I will accept before anyone messages me.
- I have considered whether bundling or splitting would earn more.
- I have set a date to review the price if it has not sold.
When you are ready, post your ad for free.
FAQs
How much should I knock off for a used item?
There is no fixed percentage, because value depends on the brand, demand and condition. Use recent sold prices for the same item in similar condition as your guide rather than a set discount from the shop price.
Should I put a price on my ad or ask for offers?
Always show a price. Ads with “offers” and no figure get fewer serious replies and more time-wasting lowball messages. A clear price with ONO gives buyers a starting point.
What does OVNO mean on a classified ad?
OVNO stands for “or very near offer”. It means the seller will only accept small reductions from the asking price, so a very low offer is unlikely to be accepted.
How do I handle someone who offers half the asking price?
Reply politely with your lowest acceptable figure, or simply say the price is firm. If your price is based on real sold prices, you can mention that. There is no need to accept, and the next buyer may well pay more.
