Goodwill nonprofit sees South Bay store sales rise

SAN JOSE — Goodwill of Silicon Valley says sales at its brick-and-mortar retail stores rose during 2025, in a potential sign that consumers are scouting for affordably priced items as they attempt to navigate a tricky Bay Area economy.

The nonprofit reported retail sales of donated items increased by 4.5% in 2025 compared with 2024.

“We are very grateful to everyone who donated and shopped with us last year,” said Christopher Baker, Goodwill of Silicon Valley’s chief executive officer.

Shoppers may be attempting to maximize their spending power in the face of uneven improvements in consumer prices, according to Goodwill of Silicon Valley officials.

“Younger shoppers, including Gen Z, continue to be drawn to thrift and resale for sustainability and style,” said Jessica Castello, Goodwill of Silicon Valley’s vice president of retail. “Families and value-conscious households are shopping our stores more frequently for everyday essentials.”

Goodwill’s total retail revenue rose 5.8% in 2025 compared with 2024, Goodwill reported. The outlet store includes items sold by the pound.

The sales trend grew stronger as 2026 began, according to the nonprofit.

In January, donated goods sales rose 7.5% compared with January 2025, Goodwill reported. They rose 0.6% in 2024 and 4.9% in 2023.

“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,” Baker said.

Goodwill of Silicon Valley’s programs include job training, housing stability, and long-term self-sufficiency, the nonprofit stated.

In 2025, the organization’s employment programs helped 409 people to secure jobs. Participants in the program earned an average wage of $21.70 per hour.

Participants in the post-prison reentry program had a 14% recidivism rate. That’s well below the Santa Clara County recidivism rate of 40%, Goodwill stated.

The nonprofit’s veteran housing program prevents 29 veteran households with a combined 62 people from losing housing. The program also helped 21 households with 77 people to move from homelessness 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.