Growth
Goodwill against its category
The biggest tracked US thrift stores by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Goodwill's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | Goodwill | +0.7% |
| 2 | Value Village | +2.0% |
| 3 | Once Upon A Child | -0.8% |
| 4 | Cash America Pawn | +8.2% |
| 5 | EZPAWN | +0.8% |
| 6 | The Salvation Army Family Store & Donation Center | -4.2% |
| 7 | Habitat for Humanity ReStore | -10.4% |
| 8 | Kid to Kid | +2.9% |
| 9 | The Salvation Army | -4.8% |
| 10 | First Cash Pawn | +16.6% |
Share of tracked category spend, indexed
Store footprint
Store map
3,170 tracked Goodwill locations across 50 US states and DC. California, Texas, and Florida hold 24% of them.
Tracked stores by state
- California 344
- Texas 218
- Florida 208
- Ohio 187
- Indiana 143
- Pennsylvania 138
- Georgia 132
- North Carolina 125
- Arizona 114
- Tennessee 103
- Michigan 102
- Illinois 98
- Virginia 97
- Washington 82
- Kentucky 79
- Oregon 77
- Wisconsin 75
- South Carolina 63
- Oklahoma 58
- Colorado 54
- New York 53
- Minnesota 50
- Louisiana 46
- Maryland 44
- Iowa 42
- Arkansas 36
- West Virginia 36
- Connecticut 35
- New Jersey 34
- Alabama 30
- Missouri 29
- Mississippi 27
- Nebraska 25
- Kansas 23
- Massachusetts 21
- Maine 20
- New Mexico 19
- Nevada 15
- Idaho 13
- New Hampshire 13
- Hawaii 12
- Delaware 11
- Montana 10
- Utah 6
- South Dakota 5
- North Dakota 4
- Wyoming 4
- Alaska 3
- District of Columbia 3
- Vermont 3
- Rhode Island 1
Customer overlap
Who shops at Goodwill
Tracked chains Goodwill customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
More trends