On Feb. 25, 2026, Goodwill of Silicon Valley announced that its brick-and-mortar retail store sales rose by 4.5% in 2025 compared to the previous year. The nonprofit attributed this growth to consumers seeking affordable options amid economic challenges in the Bay Area.
The trend is significant as it suggests changing consumer behavior, with more shoppers turning to thrift stores for value and sustainability. According to Christopher Baker, chief executive officer of Goodwill of Silicon Valley, “We are very grateful to everyone who donated and shopped with us last year.” Jessica Castello, vice president of retail at Goodwill of Silicon Valley, said, “Younger shoppers, including Gen Z, continue to be drawn to thrift and resale for sustainability and style. Families and value-conscious households are shopping our stores more frequently for everyday essentials.”
Goodwill reported a total retail revenue increase of 5.8% in 2025 compared with 2024. The organization also noted that the positive sales trend continued into early 2026; in January, donated goods sales rose by 7.5% compared with January 2025.
Baker highlighted the impact of these sales on local programs: “Every dollar spent in our stores is reinvested in our local programs, allowing us to serve more people and help them get the skills needed to start on a career pathway.” In 2025, Goodwill’s employment programs helped 409 people secure jobs with an average wage of $21.70 per hour.
The nonprofit also reported outcomes from its post-prison reentry program, which had a recidivism rate of 14%, below Santa Clara County’s rate of 40%. Its veteran housing program prevented homelessness for several households and assisted others in moving into permanent housing.
“By supporting Goodwill, you are strengthening our community, reducing the burden on public assistance, and providing real hope to those eager to work,” Baker said.
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