Goodwill Industries is experiencing a surge in sales that economists say reveals more about the real economy than any government statistics—middle-class Americans are increasingly shopping at thrift stores, a behavior pattern that historically signals economic stress beneath the surface of headline indicators.
The nonprofit retailer reported that comparable-store sales jumped 12% in the fourth quarter of 2025, the strongest growth in five years. But the more revealing data is in the customer mix: Traffic from households earning above $75,000 annually increased 23%, while the average transaction size grew 8%—suggesting shoppers are making Goodwill a regular destination rather than an occasional bargain hunt.
"We're seeing customers who previously shopped at department stores and fast fashion retailers now making us their primary option," said Matthew Kaness, chief retail officer for Goodwill Industries International. "This isn't just about sustainability or vintage hunting. People are managing their budgets more carefully."
The numbers don't lie, but executives sometimes do. What Kaness politely calls "budget management" is what economists call trading down—a leading indicator that consumers are feeling financial pressure even if they're still employed and paying their bills.
The pattern is showing up in foot traffic data across the country. Goodwill locations in suburban Chicago, Dallas, and Phoenix—areas with relatively strong employment and median incomes above the national average—are seeing the sharpest increases in customer counts. These aren't distressed communities. These are the ZIP codes that traditionally drive consumer spending growth.
What makes this economically significant is the divergence from official retail sales data, which showed relatively healthy growth in recent months. But aggregate retail sales numbers obscure the composition shift. If consumers are maintaining spending volumes by trading down from Target and Macy's to Goodwill and dollar stores, that's a very different economy than one where middle-class spending is genuinely robust.
Claudia Sahm, former Federal Reserve economist now at New Century Advisors, points to this as exactly the kind of granular signal that macro statistics miss. "The official data shows retail sales are fine, unemployment is low, wages are growing nominally. But if you look at where people are actually shopping, how they're substituting goods, what they're prioritizing—you see a consumer who is stretched, uncertain, and adjusting behavior in ways that suggest caution about the future."
The phenomenon isn't limited to Goodwill. Dollar General reported similar traffic trends, discount grocers are gaining share from traditional supermarkets, and off-price retailers like TJ Maxx and Ross Stores have posted strong comps while department stores struggle. The common thread: consumers seeking value, not premium experiences.
Several factors likely explain the shift. Real wages, after adjusting for inflation, have been essentially flat for most workers over the past two years despite nominal gains. Housing costs continue to consume a larger share of household budgets. Credit card balances have reached record levels, and delinquency rates are ticking up. Student loan payments resumed. All of this creates financial pressure that shows up in shopping behavior long before it appears in recession indicators.
There's also a demographic component worth noting: Younger consumers, facing higher costs of living and lower homeownership rates than previous generations, have less brand loyalty and fewer hangups about thrift shopping. What was once stigmatized is now normalized, even celebrated in some circles as savvy and sustainable.
But let's be clear about what's happening here: When middle-class households start making thrift stores a regular shopping destination not out of choice but necessity, that's a signal the economy isn't working as well as the headline numbers suggest. This is what early-stage economic stress looks like in a modern consumer economy—not bread lines, just different checkout lines.
The implications for retail are profound. If this trading-down behavior persists or accelerates, it pressures traditional retailers' business models and forces repricing across entire categories. It also suggests that consumer spending, which represents 70% of U.S. GDP, may be less resilient to shocks than confidence surveys indicate.
Cui bono? Goodwill is a nonprofit, so they're not exactly getting rich here. But the off-price retailers with sophisticated supply chains and brand cachet—they're positioned to capture share from traditional mid-market retailers who are stuck in the squeeze between discount operators below and luxury above.
The Federal Reserve should be paying attention to this data. When middle-class spending patterns shift this noticeably, it's usually telling you something about the economic cycle that employment and inflation data haven't revealed yet. And by the time it shows up in official statistics, you're already late to the story.
