Goodwill Hits $7 Billion: Why Thrift Stores Are Thriving in Tough Times

Americans are flocking to Goodwill’s aisles, turning budget‑tight wallets into a booming resale market.

Goodwill Industries reported a record‑breaking $7 billion in revenue for 2025, a 7 % jump that underscores how secondhand shopping has become a financial lifeline for many. CEO Steven C. Preston describes the chain as a “barometer of financial strain”: when budgets tighten, foot traffic surges. The data is clear—amid inflation, stagnant wages, and soaring rent, shoppers are swapping full‑price retail for thrift‑store bargains and “buy now, pay later” options.

Who’s Behind the Surge?

Three distinct consumer groups are driving Goodwill’s growth. First, budget‑conscious families hunt for essentials—$5 T‑shirts, $15 jeans, workwear—that big‑box retailers can’t match. Second, younger shoppers view pre‑owned clothing as a stylish, durable, and eco‑friendly alternative to fast fashion. Finally, the “treasure‑hunt” crowd relishes the thrill of uncovering unique jackets or designer pieces for a few dollars, turning the store’s chaotic racks into a playground of discovery.

The Bigger Resale Wave

Goodwill’s success mirrors a broader shift toward secondhand commerce. Online consignment platform ThredUp posted a 34 % revenue jump last quarter, while Savers Value Village saw net sales climb nearly 16 % in its most recent period. Together, these trends signal that resale is no longer a niche hobby but a mainstream economic strategy.

Ambitious Expansion Plans

Buoyed by the boom, Goodwill aims to open 50‑100 new stores across North America this year, targeting markets where the demand for affordable, sustainable apparel is strongest. COO David Eagles says 2026 is slated to become the organization’s “biggest year yet,” a goal built on the nearly 50 % sales increase since 2019.

What This Means for Shoppers

For consumers, Goodwill’s rise offers more than cheap clothing—it provides a resilient shopping model that adapts to economic pressure while supporting community programs funded by the nonprofit’s profits. The “treasure‑hunt” experience also injects excitement into an otherwise austere retail landscape, proving that value and enjoyment can coexist.

Looking Ahead

As inflation persists and consumers continue to prioritize cost‑effectiveness and sustainability, Goodwill’s record revenue suggests the thrift‑store sector will remain a pivotal player in the retail ecosystem. Whether you’re hunting for a budget staple, a statement piece, or simply the thrill of discovery, Goodwill’s expanding footprint promises that affordable, responsible shopping is here to stay.

Your next great find might be just a rack away—so next time the wallet feels light, remember that Goodwill’s doors are open, and the savings are waiting.