For more than a century, Goodwill has been built around a simple idea: use donated goods to create opportunities for people who need them most.
Founded in 1902 by Reverend Edgar J. Helms in Boston, Goodwill’s original philosophy was “not charity, but a chance.” Helms collected donated clothing and household goods from wealthier neighborhoods, hired people who struggled to find employment to repair and resell those items, and used the proceeds to create jobs and workforce training opportunities.
That mission remains at the core of Goodwill today. According to Goodwill Industries International, the organization exists to help people facing barriers to employment build skills, find jobs, and improve their quality of life through the power of work. Revenue from donated goods is intended to help fund those programs and services.
Yet in a recent online discussion among thrift shoppers, many argued that the organization’s retail side no longer aligns with those original goals. While few questioned the importance of job training and workforce development, many expressed concern that Goodwill stores are becoming less affordable and less accessible to the budget-conscious shoppers they once served.
Affordability Was Once Part of the Appeal
For generations, Goodwill served two groups at once: people donating items they no longer needed and shoppers looking for affordable alternatives to retail stores.
Many longtime customers feel that the balance has shifted. Used clothing, furniture, and household goods are increasingly carrying price tags that approach retail prices, making it harder for lower-income shoppers to stretch their budgets.
Several commenters noted that when a used shirt costs nearly as much as a new one, the value proposition begins to disappear.
Donated Goods Are Being Treated Like Premium Inventory
One criticism appeared repeatedly throughout the discussion: donated merchandise is being priced as though it were sourced inventory.
Shoppers pointed to everything from basic household items to used clothing being marked well above what they would expect at a thrift store. While Goodwill’s goal is to generate revenue for its mission programs, many customers believe some locations have become too focused on maximizing individual sales rather than moving inventory and keeping prices accessible.
Fast Fashion Is Replacing Quality Finds
Another common frustration involved the changing quality of merchandise. Instead of racks filled with durable clothing from established brands, many shoppers described stores packed with inexpensive fast-fashion items from retailers like Shein and Temu.
Because these garments are often designed for short-term use, some customers feel they offer little value even at secondhand prices.
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Online Auctions Have Changed the Experience
Goodwill’s online marketplaces have also become a source of frustration for some shoppers.
Many customers believe some of the most valuable donations including collectibles, vintage items, jewelry, and designer goods, never make it onto local sales floors. While online sales may generate more revenue for Goodwill’s programs, some argue that they have removed much of the excitement and unpredictability that once defined in-store shopping.
Pricing Feels Increasingly Disconnected From Reality
Many shoppers also questioned how certain items are being priced. A common belief is that stores look at online listings rather than actual sale prices when determining value. As a result, merchandise can remain on shelves for months while customers pass it by, unwilling to pay prices that feel too close to retail.
Related: Shoppers Say Prices Are Rising—and Goodwill Isn’t What It Used to Be
The Mission Matters to Shoppers
One of the more interesting themes from the discussion wasn’t just about prices; it was about trust.
Many shoppers said they are willing to pay a little more when they clearly see how the proceeds benefit local communities through job training, employment programs, disability services, and other workforce initiatives. What frustrates them is the feeling that rising prices are occurring without a clear connection to the people Goodwill was originally created to help.
Goodwill notes that its network of local organizations provides employment placement services, career training, and other community programs funded through the sale of donated goods. However, some shoppers said they would like greater visibility into how those dollars are being used within their own communities.
A Growing Disconnect
Goodwill’s mission has never been solely about selling secondhand goods. The stores were designed to fund job training, employment assistance, and opportunities for people facing barriers to work. That mission remains unchanged on paper.
The frustration expressed by many shoppers isn’t necessarily about the mission itself. Rather, it’s the perception that the retail experience has become increasingly disconnected from the values that helped build Goodwill’s reputation in the first place.
For many longtime customers, the issue isn’t whether Goodwill should support its workforce programs. It’s whether the stores can continue doing so while remaining affordable, accessible, and true to the spirit of “not charity, but a chance” that inspired the organization more than 120 years ago.
