EE taps growing Tech Thrifters movement with refurbished smartphones range

EE has announced the launch of its new range of pre-owned smartphones with airtime.

Available on ee.co.uk, EE’s offering features Apple and Samsung smartphones, priced from £31 per month, available on up to 36 month Flex Pay agreements. Every phone is checked, tested and backed by EE’s extended warranty.

Students who take out a Flex Pay plan will receive a 40% discount on their airtime when taking a refurbished smartphone. For example, this means students could make savings of up to £12 per month on refurbished device plans like the Samsung Galaxy S24, saving around nearly £300 over the length of the plan.

Rise of Gen Z Tech Thrifters 

The launch comes as research identifies a new wave of tech savvy, eco-conscious Tech Thrifters, the 18-24 year olds who see refurbished is no longer second best, but rather a status symbol for a smart financial choice and a desirable lifestyle trend.

67% of young adults actively look for ways to be thriftier when buying technology; 57% say they prefer to reuse or buy refurbished technology as it is better for the environment; 63% say they buy refurbished technology as it feels like a positive lifestyle choice.

Buying refurbished is increasingly seen as a badge of honour and consumers are actively seeking our second-hand technology. 55% of 18-24 year olds say they feel proud to reuse or buy pre-owned items. While 63% would rather spend less and get a refurbished device than pay full price for a brand new model.

Sustainability also plays a defining role in purchasing decisions, according to EE’s research, with 46% of 18–24 year olds saying they feel a personal responsibility to reduce electronic waste. At the same time, affordability remains critical, with 74.2% saying they expect brands to help them make more sustainable choices without costing more.

Sharon Meadows, MD Marketing & Commercial, EE, says: “Our new range of refurbished smartphone Flex Pay plans makes great technology accessible to more people, in a way that helps both budgets and the planet.”

“Refurbished is no longer a second choice, it’s now mainstream, with younger customers leading the way when it comes to thrifty, sustainable choices. Our launch will give them and consumers across the UK, total confidence they’re getting a high quality device, backed by our extended warranty and award-winning support, along with access to the UK’s best network.”  

2026 RTIH Innovation Awards

Green retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.