On Feb. 25, 2026, Goodwill of Silicon Valley announced that its brick-and-mortar retail store sales rose during 2025, with a reported increase of 4.5% compared to the previous year.
The nonprofit said the rise in sales may indicate that consumers are seeking affordable options as they navigate economic challenges in the Bay Area. Goodwill officials also noted a trend among younger shoppers who are drawn to thrift and resale for sustainability and style.
“We are very grateful to everyone who donated and shopped with us last year,” Christopher Baker, chief executive officer of Goodwill of Silicon Valley, said. “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. 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.
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 that total retail revenue rose by 5.8% in 2025 compared with 2024. The trend continued into January 2026 when donated goods sales increased by 7.5% compared with January of the previous year. In addition to its retail operations, Goodwill highlighted its employment programs which helped 409 people secure jobs in 2025 at an average wage of $21.70 per hour.
The organization also reported outcomes from its post-prison reentry program with 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.
