A recent TikTok video has unveiled a surprising aspect of Goodwill Industries, a mega-million dollar for-profit often mistaken for a nonprofit. The video highlights a significant shift in Goodwill's handling of donated items, particularly name brands and designer goods.

Goodwill's New Strategy: Auctions Over In-Store Sales

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Goodwill has changed its retail approach, moving away from selling brands like Forever 21, Vans, Gap, and designer labels such as Coach, Champion, and Lululemon in its stores. Instead, these donated items will now be auctioned on goodwill.com. This pivot has implications for donors who believe their high-value donations directly assist the less fortunate through affordable resale.

Misconceptions Unveiled

The TikTok video points out a common misconception:

"If you're somebody who likes to donate name brand/designer items to the thrift thinking it's going to go to less fortunate people, it's going to go to auction on goodwill.com it is NOT gonna go to somebody less fortunate."

This revelation is significant as it challenges the perception of Goodwill's operational model and its social impact. It suggests that donors seeking to benefit the underprivileged might consider local thrift stores, consignment shops, or shelters instead.


This development invites consumers and donors to rethink their association with Goodwill and similar organizations. As awareness grows, it could lead to a shift in donation practices, potentially favoring local entities that have a more direct impact on community welfare. The TikTok revelation, thus, serves as a critical moment of reflection on the nature and impact of for-profit entities in the social sector.

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