Thrift Store Pricing: How To Be Affordable and Profitable

Unlike traditional retailers, thrift stores sell secondhand clothing and household goods. Many thrift stores are also run for charitable purposes. Because of these two factors, items tend to be more affordable. However, that doesn’t mean your thrift store can’t generate revenue — quite the opposite, as the thrift industry is extremely profitable:

• The U.S. secondhand apparel market grew by 14% in 2024, outpacing the broader retail clothing market by five times.

• As of 2025, the U.S. secondhand market is worth an estimated $56 billion.

• There are over 25,000 resale, consignment, and not-for-profit resale shops in the U.S.

Pricing is a key factor in purchase decisions — 85% of shoppers cite saving money as the primary reason that they shop at thrift stores. That’s why having the right pricing strategy at your thrift store is essential. We’ll help you establish a method that works for your store, starting by reviewing the factors that will impact your strategy.

Factors to Consider for Thrift Store Pricing

When choosing the right pricing strategy for your thrift store, consider the following factors:

• Target market: The target audience for thrift stores includes people who look for or enjoy hunting for deals, who wish to support a nonprofit cause, or who want unique, antique, or vintage items. Specific customer demographics will vary based on the items you offer.

• Item condition and quality: Naturally, high-quality, good-condition items are worth more than low-quality, poor-condition items. Ideally, your store should not stock any poor-condition items. If you’re dealing with overstock, these items should be the first to go.

• Item brand and rarity: If the item was originally sold by a popular brand or is particularly rare, it may be worth more than similar items. For example, you might price most of your dresses at $15. However, dresses from designer brands may be priced at $50 instead.

• Seasonality and demand: Demand for certain items will fluctuate with the season — think tank tops versus wool sweaters. You can price in-demand items higher, as customers are more likely to purchase them despite the higher price.

• Pricing research: Research regular retailers and other thrift stores in your area to get a sense of how you should price items. For example, if other thrift stores sell shoes at $20 a pair, you can match their price to stay competitive.

• Profit margins: Even for thrift stores that accept donated items, there’s still a cost associated with storing and selling them. Your stock takes up inventory space and staff time, so set your prices to ensure you turn a profit despite these costs.

Generally, industry members recommend pricing consignment items at around 25–40% of the original price. Since most thrift stores and secondhand stores don’t have to deal with splitting the profits with the original owner of the items, you can consider pricing your items even lower. However, this is a good starting point for you to price items affordably while still turning a profit. 

Thrift Store Pricing Approaches

Now that you know the factors related to thrift store pricing, let’s discuss the advantages and disadvantages of three common pricing approaches.

Fixed Pricing

Fixed pricing involves having a set price for a product. No discounts or bargaining are involved. The main benefit is that understanding pricing is simple. There is no back-and-forth between a salesperson and a customer. It also offers a straightforward revenue formula.

However, fixed pricing can negatively impact customer loyalty. It makes you more vulnerable to price wars if someone else is selling the same thing. It also leaves you with no flexibility, which could be an issue down the road.

Variable Pricing

Variable pricing is a model where the price of an item is based on demand. Prices go up when people want an item but drop when fewer people are shopping for it. An example of this model is having flip-flops at a higher price in summer and a much lower one in winter to accommodate seasonal demand.

The main benefit of variable pricing is that you can maximize profits while offering a decent value to customers. They can access the things they want at any time. However, if prices are too high, they can alienate some customers.

Discounting and Sales

Discounting is huge in the thrift industry. Many shoppers enter a store to find deals, so having them available can create loyalty. Individuals come in to see what you have and will come back if they think other deals may be available.

However, shoppers might not always find a discount useful to them if they aren’t familiar with your discount strategy. It tends to work best when there is a system for discounts so customers know what to expect.

For example, if you use color-coded discounting, put up signs around your store to make it clear which items are discounted. Your sign might say that items with red tags are 50% off and the ones with blue tags are 25% off.

This thrift store pricing strategy can easily be implemented with software like ThriftCart. Our solution creates color-coded pricing you can count on and includes all of the tools you need to successfully manage revenue.

Thrift Store Pricing Tactics To Boost Perceived Value

In addition to standard pricing tactics, you can also use strategies that enhance the perceived value of your products and increase customers' likelihood to purchase. Here are a few examples:

• Charm pricing: This is based on the idea that some numbers make a product sell better. For instance, pricing something at 99 cents often results in better sales than pricing it at a dollar.
• Bundling and package deals: Bundling several items together into a package can increase profits. A customer might prefer a full package at a small discount rather than a single item.
• Limited-time offers and scarcity: Introducing limited-time offers can make people feel they need to buy now or miss out on a great deal forever.
• Pricing tiers and options: Give customers options so they can choose what works best for them and shop at affordable prices.
• Retail comparison: Some thrift stores include a tag stating the estimated retail price of their products, so customers can see what a deal they’re getting when they purchase.
• Loyalty programs and customer rewards: Incentivize continued spending at your store by providing points or rewards to customers after they purchase a specific dollar amount.

If your thrift store is in a good spot, try out these pricing techniques. If customers respond positively to them and you sell more items, then it’s a good idea for you to continue using these strategies.

Monitoring and Adjusting Your Pricing Strategy

Your thrift store pricing strategy should remain adaptable and open to change. Your customers’ attitudes may change for various reasons, including general economic conditions, personal financial situations, seasonality, and more. Be ready to alter your pricing whenever these changes occur.

One of the best ways to adjust and maintain your pricing strategy is to track customer feedback and sales data. Set up a monthly or bimonthly check-in to review your information and determine whether any changes are needed.

You can do this directly through a thrift store point of sale (POS) system. These solutions contain all your sales data, making it easy for you to pinpoint trends and assess whether your pricing adjustments have the intended effect. Not only that, but a dedicated POS system (like ThriftCart) also includes features such as inventory management, custom barcodes, roundup donations, and customer loyalty programs.

Thrift Store Pricing FAQs

How can I standardize pricing across volunteers and staff?

Everyone perceives value differently, which means that one volunteer might price a shirt at $5, while another might price it at $10, leading to inconsistent pricing across the store. To standardize pricing, create a guidebook or handbook that clearly explains your pricing approach. Make this resource readily available to all your volunteers and staff members, so they can refer to it whenever they need.

How do I deal with resellers?

Resellers aren’t inherently bad for thrift stores, as they often make large purchases fairly frequently to sustain their own businesses. To keep things orderly at your store, implement rules that discourage bad reseller behavior. Here are a few examples:

• Do not block aisles with carts, chairs, or personal items.

• Do not grab items from staff carts.

• Do not pile items in carts for the purpose of “sorting” or “scanning.”

• Treat staff and other customers respectfully.

Any individuals who do not follow these rules can be asked to leave the premises.

How do I handle haggling at the register?

It’s not uncommon for staff members and volunteers to encounter hagglers at the cash register. For instance, customers may point out stains or damage to an item and ask for a lower price. Your thrift store can implement a policy that, in situations like these, allows staff to take 10–20% off the item (based on the severity of the damage) to keep the customer happy while ensuring the store turns a profit.

Additional Thrift Store Resources

Every thrift store’s pricing strategy will differ because each has a unique audience with specific needs and desires. Prioritize striking a good balance between customer affordability and your business’ profitability.

If you’d like to learn more about running a thrift store, check out these resources:

• Where Do Thrift Stores Get Their Inventory? Guide + FAQs. Searching for new inventory sources? Check out our list of places to find new items to sell.
• Donation Tax Receipt Essentials for Nonprofit Compliance. If you run a nonprofit thrift store, you need to issue donation tax receipts to stay in compliance with the IRS. Learn about them in this guide.
• Best POS Systems for Thrift Stores: Our 5 Top Picks. Looking for a robust point of sale system that supports your thrift store’s needs? Here are our top picks.