Why visitors flock to the world’s biggest Goodwill

Just minutes from downtown in Seattle’s Chinatown-International District sits the world’s largest Goodwill, a 70,000-square-foot flagship that has increasingly become a destination for travelers looking to score everything from vintage clothing to unique souvenirs.

The Evergreen Goodwill store sees about 18,000 visitors a week, while its donation center—the busiest of any Goodwill globally—averages “one car [load] every 55 seconds” when open, Alyssa Grigg, senior director of marketing and communications at Evergreen Goodwill, told Retail Brew.

As younger consumers increasingly look to secondhand stores for one of a kind gifts or even build vacations around it—a trend often dubbed “thrift tripping”—Evergreen Goodwill is leaning into it by touting the location as a place where shoppers can pick up anything from travel essentials, to souvenirs to take back home.

While the flagship has long attracted Seattle locals, tourism is becoming a much bigger part of the equation.

“We’ve definitely seen a growth in becoming a tourist destination,” Grigg said. “We’ve seen this trend, especially among younger Gen Z travelers, [of] ‘thrift tripping.’ They’re increasingly seeking out thrift stores and charity shops…as destinations.”

Pit stop: About 10,000 new items are processed and priced every day, meaning shoppers are never short of fresh inventory to browse.

“I think that’s one of the reasons why people love thrifting in general: There’s always something new to discover, and it’s especially true at that location,” Grigg said.

The flagship also benefited from its proximity to the stadium that hosted several FIFA World Cup matches this summer, bringing an influx of visitors through its doors. But Grigg said the growing interest in thrift tourism extends well beyond major sporting events.

Bin there: The appeal also extends to Goodwill’s outlet stores, commonly referred to as “the bins,” where shoppers sift through merchandise sold by weight.

“The bins have become popular to the point that people brag about it,” Grigg said. “The bins used to be this place that no one shopped at if you could avoid it. And now it’s the status symbol.”

Ultimately, it’s all part of what Grigg describes as the “treasure hunt” mentality.

But what are most customers hunting for? While half of the store is dedicated to clothing, shoes, and accessories, the other half houses everything from books and sporting goods to furniture, electronics, collectibles, and records. Clothing remains the biggest seller, but Grigg said shoppers never quite know what they’ll uncover.

Behind the treasure hunt, however, sits Goodwill’s bigger mission. The nonprofit operates through more than 150 independent regional organizations across North America rather than as one central company. Retail sales fund tuition-free adult education, job training, and career placement programs within the communities where donations are made.

“We are by and for the community,” Grigg said. “If you can shop and find something unique, walk away with a cool souvenir, and benefit that local community that you’re traveling to, that’s a pretty cool thing.”