Is Goodwill abandoning its bargain-bin roots for a profit-driven makeover?
According to The Sun, US, a leaked internal memo from Goodwill suggests a major shift in pricing and inventory strategy, potentially raising costs for popular branded items in physical stores while directing higher-end goods to their online platform.
Goodwill has long been a go-to for thrifty shoppers seeking deals on secondhand goods. With over 3,000 physical stores across North America, it has built a reputation for affordability. But recent revelations hint that this image might be fading.
A Facebook user recently shared a photo of what appears to be an internal Goodwill memo, allegedly leaked by an employee. The document instructs staff to keep certain branded items in physical stores and raise their prices.
Specifically, the memo lists brands like American Eagle, Nordstrom, and Ralph Lauren as items to “up price” in-store. It explicitly states, “Do NOT Send ANYTHING” sold in malls to other locations. This directive suggests a deliberate move to capitalize on popular labels.
At the same time, social media buzz indicates that luxury items might be scarce on store shelves. Some users claim higher-end pieces are being funneled to Goodwill’s online store instead.
Goodwill’s online platform already showcases premium items, with analysis revealing jewelry priced in the thousands. In contrast, physical stores typically offer lower prices, making them a haven for budget-conscious shoppers. But this gap could be widening.
The original Facebook poster commented, “Send all the valuable” clothing online while leaving cheaper brands for physical locations. This aligns with complaints that luxury finds like Louis Vuitton or Prada are being diverted to e-commerce warehouses.
One social media user shared, “I recently went to an interview for a E-commerce position at Goodwill & they send all the goodstuff to the E-commerce warehouse and keep the junk in stores.” They added, “They had gorgeous pieces in that warehouse.”
Customer frustration is mounting over these reported changes. Social media posts reflect growing dissatisfaction, with many feeling Goodwill is straying from its mission. Some are even calling for boycotts.
One user vented, “I will NEVER give to Goodwill ever again.” They continued, “I give to my local thrift stores.” Another added, “They help the community more.”
A different commenter urged, “Stop sending your items to Goodwill.” They suggested donating to local shelters or smaller thrift shops instead. This sentiment is gaining traction online.
For those of us who value frugality, Goodwill’s apparent pivot raises red flags. Higher prices on everyday brands in-store—think Gap or Calvin Klein—could squeeze budgets already strained by inflation. Meanwhile, the best deals might only be a click away, but at a premium.
From a wealth-building perspective, this is a reminder to shop smart and diversify sources. Local thrift stores or shelters might offer better value and support community needs. Don’t let convenience trump savings.