Goodwill Hits Record $7 Billion Revenue as Americans Budget-Shop
Goodwill Industries achieved a historic milestone in 2025, generating over $7 billion in revenue across its 3,400 North American stores—a 7% increase from the previous year. The record-breaking performance reflects a fundamental shift in American shopping habits as consumers navigate persistent economic challenges.
Economic Pressure Drives Thrift Store Traffic
The surge in Goodwill sales serves as a barometer for financial strain across the nation. With inflation, slowing job growth, and rising costs for essentials like rent and groceries, shoppers are increasingly trading down from full-price retail to secondhand options. “When things are tight, we’re probably more likely to get that foot traffic,” said Steven C. Preston, Goodwill’s chief executive, in an interview with The New York Times.
Customers aren’t simply cutting back—they’re seeking value without sacrificing quality. Budget-conscious shoppers hunt for basics like sweatshirts and jeans at prices big-box retailers cannot match, while younger consumers view secondhand clothing as environmentally conscious and stylish alternatives to fast fashion.
Expansion Plans Signal Confidence in Growth
Goodwill’s leadership is capitalizing on the secondhand boom by planning to open 50 to 100 additional stores across North America in 2026. “That’s our goal,” said David Eagles, Goodwill’s chief operating officer. The thrift giant isn’t alone in this expansion—competitors like ThredUp and Savers Value Village reported similarly impressive growth, with revenues increasing 34% and 16% respectively in recent quarters.
Since 2019, Goodwill’s annual sales have surged nearly 50%, demonstrating sustained consumer demand for affordable, quality goods. As economic uncertainty persists, thrift shopping continues to reshape retail landscapes and offer Americans practical solutions to budget constraints.