By Andy Furman
NKyTribune staff writer
Move over WalMart – you, too Costco. There’s a new consumer shift underway.
Ready? Goodwill. Yes, it’s a shocker, but it’s true.
Goodwill, with its social purpose business model, is experiencing record growth. According to published reports, 2025 revenues exceeded $7 billion across its 3,400-plus North American stories, driven by consumers stretching budgets amid inflation and economic uncertainty.
That surge was noted recently in the New York Times and reflects a shift toward second- hand shopping for value, sustainability, and trend-seeking, particularly among young consumers.
One person who has seen that change is Mark Hiemstra, president and CEO of Ohio Valley Goodwill.
“I’ve been with Goodwill 31 years,” Hiemstra told the Northern Kentucky Tribune. “I’m from Sandusky, Ohio. Growing up on Perkins Avenue, the Goodwill trailer was a bad representation of the organization. I was about 10 at the time.”
In fact, Hiemstra remembers his parents telling him not to shop there – “It’s for poor people,” he remembered.
Times certainly have changed. For Goodwill and for Hiemstra.
The former high school wrestling coach – he coached for 20 years — joined Goodwill and worked in Austin, Texas, and Bowling Green, Ohio and moved to the Ohio Valley operation at their Woodlawn location a little over five years ago.
That Woodlawn location is the area’s largest – 20,000 square feet, open seven days – 9 a.m.-8 p.m. and on Sundays 11 a.m.-6 p.m.
“We changed the perception,” he said. “In fact, even if it is perceived Goodwill is for the poor, they do deserve to shop in the same place as everyone else. We’re for everybody.”
In an economy where Macy’s is closing stores, economy shops like Ollie’s, Dollar General and Dollar Store are expanding, Hiemstra said. In short, high inflation and rising costs for essentials – groceries, rent – are driving foot traffic to thrift stores, this according to the Seattle Times.
Thrifting has become mainstream, with Gen Z leveraging platforms like TikTok to showcase second hand finds. Thrift stores, Hiemstra reminds, are some of the only places that can offer a five dollar T-shirt and jeans for around $15.
“We don’t import goods manufactured abroad,” he said, “We are protected from tariff-related price increases.”
The proof is in the cash registers.
“Second hand stores are benefiting from many of the same forces we’re seeing across the broader economy,” Michelle Meyer, chief economist of the MasterCard Economics Institute, told the New York Times. “Consumers are becoming far more value-conscious.”
Goodwill is a nonprofit social enterprise network of independent nonprofit organizations that rely on donations and its retails stores to fund its programs, which include career skills training, housing assistance, and programs and services for those with Developmental Disabilities. Its commitment to its special workforce and to job-training is simply part of its DNA.
“We have filled in,” Hiemstra says, “where government hasn’t supported people with disabilities.”
The Woodlawn Main Campus location spans 16 acres, has 362 employees and 185 participants in community programs.
“We give our participants the option to receive transportation from Goodwill to and from programs.”
Goodwill collects about six billion pounds of goods per year, nationally.
“Last year alone, the Greater Cincinnati community donated 47,722,500 pounds of household goods to Ohio Valley Goodwill,” Hiemstra said. “In a great economy, we’ll get great donations. But when the economy slows, the donations may slow but we’ll see more customers. We’re here to collect donations and create shopping opportunities that fuel our programs and services.
“Our customer demos are Walmart and Target.”
Due to high demand, Goodwill plans to add 50-100 new stories this year, says the San Francisco Examiner.
The Northern Kentucky Goodwill stores are:
Bellevue, 15 Donnermeyer Drive
Cold Spring Donation Center, Alexandria Pike
Florence Goodwill, 7855 Tanners Lane
(note the Florence store has been temporarily closed due to a broken water main)
Hebron Donation Center, 2025 Northside Drive
Independence Goodwill Store, 6435 Taylor Mill Road
The Ohio Valley boasts 21 stores, with a 22nd planned for the Bridgewater/Hamilton area this year, Hiemstra says. “We’re looking to expand in Northern Kentucky as well, perhaps in 2027. Our online auction site also experienced its biggest year (2025) ever.”
Ohio Valley Goodwill Industries has been putting people to work for over 107 years, and since 1916 OVG has served individuals with disabilities and other challenging social-economic obstacles to employment throughout the Greater Cincinnati and Northern Kentucky region.
The trend signifies that while consumers are still spending, they are becoming more strategic and cautious with their money.