In 2019, the increase in Gen Z and Millenials buying at thrift stores went up 46% from 2017 with 1 in 3 Gen Z'ers buying secondhand, according to online seller ThredUP. And this rising trend in the popularity of thrift store may have contributed to rising prices. A Youth Program Assistant at Goodwill, Khalia Williams-O'Neal told the Seattle Spectator that "It is unfortunate that people care more about thrifting because it's trendy without actually taking into consideration those who truly can't afford anything outside of thrifting."

Another reason for it could be the rise in resellers as mentioned in this tweet, "I know the inner city and suburban ones Ive been to personally have been marked up & I've seen tweet comparing prices. My friend who works at goodwill even confirmed it. From my understanding it's bc of ppl that will buy there & resell for 200% profits. Search abt depop resellers."

The blogger at "Looking Fly On A Dime" directly contacted Goodwill New York and New Jersey, and they seemed to not really explain or acknowledge any raise in prices, saying in part, "As far as pricing goes, the stores' profits support Goodwill's mission — a dedication to providing opportunities to those outside the economic mainstream."