Shoppers Slam Goodwill Over ‘Outrageous Prices,’ Say the Thrift Store Has Lost Sight of Its Mission

“Goodwill has officially lost their minds with their outrageous prices,” one shopper wrote on Reddit, capturing widespread frustration with the nonprofit thrift chain. Customers report donated items now cost as much or more than new merchandise at retail stores. A three-pack of used tennis balls priced at $6 sparked particular outrage when the same pack sells new at Walmart for $4.99.

Shoppers Say Donated Items Shouldn’t Cost the Same as New Ones

Shoppers express particular frustration that Goodwill receives all its inventory through free donations, yet prices items at or near retail levels. Many customers report seeing used items with original price stickers still attached being sold for the same price as when new. The whole point of thrift shopping disappears when a worn, donated product costs the same as buying it brand new elsewhere.

Consumer Complaint Platform Sees Surge in Mission Drift Concerns

Michael Podolsky, CEO of PissedConsumer.com, says complaints about Goodwill pricing have flooded his platform. Beyond just higher numbers, customers report that strict store policies around returns and fitting rooms haven’t changed despite the retail-level costs. The combination leaves many feeling that Goodwill’s community-focused mission has shifted toward profit maximization. “This leaves many consumers feeling the Goodwill mission is slipping,” Podolsky said in an interview with The US Sun.

A Teacher Watched Classroom Books Jump From 99 Cents to Nearly $6

Hezekiah Herrera, a special education teacher in Southern California, depends on thrift stores to stock his classroom with materials on a limited budget. Children’s paperbacks at Goodwill that once cost 99 cents now carry tags between $3.99 and $5.99, he told The US Sun. New books sell for $5 at Walmart or Amazon, making the thrift option pointless. Paying the same price for a worn, donated copy defeats the purpose entirely, Herrera says.

Online Resale Sites Gave Thrift Stores Pricing Power They Never Had Before

Platforms like eBay, Poshmark, and Depop created real-time pricing data for secondhand goods, fundamentally changing how thrift stores operate. Scott Benedict, CEO of consumer consulting firm Benedict Enterprises, told The US Sun that Goodwill can now see exactly what donated Nike shoes or designer handbags sell for online. This market transparency pushed the nonprofit to price high-demand items closer to resale benchmarks rather than applying universal discounts.

Some Shoppers Say Critics Misunderstand the Mission

Not everyone sees the pricing changes as a problem. Marcia Layton Turner, a longtime thrifter from Rochester, New York, told The US Sun that Goodwill never explicitly promised to serve low-income consumers. She points to ShopGoodwill.com as evidence that the nonprofit aims to maximize revenue for community programs rather than minimize prices. In Rochester, proceeds support the Association for the Blind and Visually Impaired, Turner notes, emphasizing Goodwill’s focus on local partnerships.

Rising Operating Costs Hit Nonprofits Just Like Traditional Retailers

Goodwill’s tax-exempt status doesn’t eliminate financial pressures. Labor costs, facility expenses, and logistics for sorting and transporting donations continue climbing alongside broader inflation. Greg Zakowicz, a retail advisor to Omnisend, told The US Sun that operational costs mean prices can’t stay low forever. Revenue from retail sales funds workforce training programs and job placement services, making pricing a critical tool for sustaining community programs.

Customers Say They’ve Been Priced Out Entirely

Herrera believes the pricing strategy has excluded teachers and low-income families who built their budgets around Goodwill’s affordability. The nonprofit has shifted from community service provider to retail competitor, he says. People who once found essential items within financial reach now face costs that eliminate any advantage to shopping secondhand. “I feel, frankly, as though I have been priced out,” Herrera said.

High-Value Donations Often Skip Store Shelves for Online Auctions

Many Goodwill locations send premium items directly to ShopGoodwill.com rather than placing them in physical stores. Each of the 150 member organizations makes independent decisions about which donations go online, typically selecting items with strong resale potential. One Reddit user complained, “The quality of the stuff has fallen off a cliff as well, since they started keeping the good stuff in the back to sell online.” Casual shoppers browsing store aisles rarely see the most desirable merchandise.

Chain Plans 78 New Store Openings Despite Pricing Backlash

Goodwill announced plans to open 78 new stores this year, signaling confidence in its current strategy despite customer complaints. Goodwill Industries International says each member organization sets prices independently to reflect local market values. Items that don’t sell at regular stores move to outlet locations where customers pay by the pound at reduced prices. The nonprofit maintains that revenue supports job training, placement services, and employment programs in local communities.