Goodwill stores benefitting from booming Gen Z interest in thrifting

By Grace Van Duyn

Nonprofit Sector News

July 9, 2026

Thrifting is on the rise, and Goodwill, a nonprofit that funds career training, job placement and community support, is reaping the benefits

Gen Z, in particular, is embracing secondhand shopping as one way to express the generation’s values of individuality and environmental sustainability amid a society that is becoming increasingly costly. The trend is reflected in recent data, as secondhand fashion transactions increased 22% over the past year, according to a report from the Bank of America. Also, a report from ThredUp found that 62% of Gen Z shoppers purchased secondhand items last year, contributing to Goodwill’s approximately $68 million in revenue during the 2025 fiscal year.

Goodwill occupies a unique place in the growing thrift movement because every purchase supports more than just affordable shopping. Revenue from its stores is reinvested into programs that help people overcome barriers to employment.

“The more people that come through our doors, through our retail stores, our outlet centers or even our online platform, the better understanding there is for our mission,” said Darlene Cossio, director of marketing and communications at Goodwill of San Diego County.

At Goodwill of San Diego County, more than 58% of the organization’s 1,300 employees have a disability or another barrier to employment, Cossio explained. Employees receive extensive training and participate in customized career pathway programs designed to prepare them for long-term success.

“These are individuals who really struggled to find employment, and they are the most amazing employees,” Cossio said.

In many ways, Gen Z’s appreciation for old items is helping create new opportunities for the people that Goodwill serves.

Andi Jenkins, a thrifter, vintage reseller and interior stylist in Portland, Ore., has witnessed the cultural shift firsthand. “Up until recently, thrifting was only something someone would do out of necessity. Why would you buy something used when you get it brand new? Thankfully that mindset has shifted entirely, and people of all economic backgrounds shop secondhand…,” Jenkins said.

According to Jenkins, social media have also played a major role in changing public perception of thrift shopping. Videos showcasing valuable vintage finds and hidden gems inspire viewers to visit thrift stores themselves. For many, the excitement of discovering a one-of-a-kind item keeps them coming back.

This recent surge in thrifting has strengthened Goodwill’s long-standing mission without coming at the expense of the people who have historically relied on its affordable goods and services.

“For nearly 125 years, Goodwill has consistently served people from every walk of life, and that has always been part of the strength of our brand,” said Onney Crawley, chief marketing officer of Goodwill Industries International. “Every purchase made in our stores generates revenue that directly funds job training, employment services and community programs, so a broader base of donors and shoppers only expands our capacity to serve more people.”

Crawley said Goodwill is seeing participation from a wide range of shoppers and donors, resulting in greater community engagement and stronger support for its mission. Even the emergence of affluent shoppers and resellers, often viewed as controversial within the thrifting community, has ultimately benefited the organization.

“Resellers are part of the ecosystem, and their activity actually reinforces what makes Goodwill compelling, the idea that real treasures are in our stores waiting to be found,” Crawley said. “When shoppers see resellers flipping items for a markup, many decide they’d rather find those items themselves, and that ends up bringing more people through Goodwill’s doors.”

As more shoppers embrace secondhand shopping, especially in Gen Z, the impact extends well beyond their purchases. Across Goodwill’s network of more than 150 independent organizations, increased retail revenue helps expand services such as resume workshops, hiring events, career training and day programs for adults with special needs.

For Goodwill, the rise of thrifting represents more than a trend. Each donated and purchased item helps to fund opportunities that give people a path toward stable employment and greater independence.