While retailers struggle, Goodwill stores are seeing a surge of business and are trying to reshape their image. They now want to be seen not only as thrift stores but as sources of vintage clothing.
The New York Times reported:
"In a tough economy, it is probably no surprise that Goodwill stores are thriving, as shopper at all levels trade down. Even middle-class consumers now 'look for extreme values,' including at secondhand stores, said Jeff Van Sinderen, a retail analyst at B. Riley, a Los Angeles research and investment firm.
"Sales at Goodwill stores open at least a year rose 7.1 percent in the first three months of 2009 over the same period a year earlier.
"At least some of that growth can be attributed to its efforts to enhance its image and merchandising, which began several years ago and has been accelerating. Some shops have undergone face-lifts, from the lighting to the use of mannequins. Others have increased traffic through television and print advertising, shopping Web sites, social-media marketing and promotional events that appear to be attracting the kinds of trophy hunters who trawl for bargains at stores like Nordstrom or Wal-Mart.
"'The fact that we're seeing more of those people when there are other shopping options could at least in part be attributed to marketing,' said Brendan Hurley, vice president for marketing and communication at the Goodwill of Greater Washington."
You may not know that there is
a Goodwill store online auction site. (You won't
believe the digital camera section.)
