As inflation pressures continue to reshape how Americans shop, Goodwill Industries of the Chesapeake is stepping up in a major way. This August, the nonprofit will open its largest retail location yet, a 22,000-square-foot mega store in Laurel, Maryland. It’s part of the nonprofit’s response to a booming demand for secondhand goods.

Located near the intersection of Route 32 and U.S. 1, the new store will anchor a wave of retail reinvention centered on affordability, sustainability, and community reinvestment. Goodwill’s Laurel store won’t just be a shopping destination, it will also serve as a donation center, job training hub, and employment pipeline for individuals reentering the workforce.

“As prices have increased over the last few years, people are looking at secondhand,” said Lisa Rusyniak, President and CEO of Goodwill Industries of the Chesapeake. “We’ve seen about a 35% increase in sales at our busiest stores. It’s not uncool to buy secondhand stuff anymore.”

A Thrift Movement Fueled by Value and Values

The Laurel opening comes at a time when thrift shopping has gone mainstream. Nationally, 1 in 3 clothing purchases is now secondhand, and over 40% of U.S. adults shop resale regularly, up from just 31% in 2020. Millennials and Gen Z, in particular, are driving the shift both for budget reasons and a desire for more sustainable consumption.

On TikTok and Instagram, “recession core” has become more than a trend—it’s a mindset. Young people are swapping out fast fashion hauls for thrift finds and proudly showing off vintage outfits, upcycled goods, and savings tips.

Goodwill’s stores reflect this cultural moment. The organization has reported an 18% year-over-year sales increase across its 31 stores in Central Maryland and the Eastern Shore, along with higher foot traffic and donation volume. In response, over 20 new hires are being added at the Laurel location alone, many of whom are individuals with prior justice involvement or gaps in their work history.

A Full Circle Economic and Social Model

Inside the new Laurel store, customers will find everything from clothing and books to furniture and housewares, priced far below traditional retail children’s clothes for $2.99 to $5.99 and professional outfits for $20 to $25. Higher-end collectibles and jewelry will be listed on ShopGoodwill.com, the organization’s online auction site.

Younger shoppers, especially Gen Z, are increasingly turning to thrift stores like Goodwill as a more affordable and flexible alternative to mall shopping. With rising retail prices, many report they can stretch their budgets further and still find stylish, quality items that reflect their personality and values.

But the Goodwill model doesn’t stop at savings. As part of a transitional work program with the prison system, individuals within six months of release will help sort donations for the store. Items that don’t sell after a month will be transferred to outlet stores or even repurposed into rags for industrial resale, ensuring minimal waste.

What This Means for the Community

Beyond the racks of clothes and shelves of housewares, the Laurel Goodwill represents something larger: a resilient, inclusive economic model that provides both value to customers and opportunity to workers.

For residents across Howard, Anne Arundel, and Prince George’s Counties, this store will become a new resource not just for affordable goods, but for job opportunities, donation drop-offs, and community reinvestment.

Rusyniak summed it up best:

“We’re not just opening a store, we’re building a support system.”

With rising prices, shifting values, and a growing appetite for sustainable retail, Goodwill’s new Laurel location isn’t just a store opening it’s a symbol of the moment.

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