Trends · data through July 2026

Second Hand Shops in Wisconsin

Iceflower tracks 110 stores from 34 second hand shops chains in Wisconsin. Goodwill grew fastest over the last year, ahead of St. Vincent de Paul and Plato's Closet.

Rankings come from real card and bank transactions across a panel of 130M+ US and EU consumers. We publish relative growth and rankings, never revenue figures. About the data

Tracked chains
34
Tracked stores
110
Consumer panel
130M+

Growth ranking

Fastest-growing tracked second hand shops chains

Ranked by year-over-year growth of share of tracked local spend. Arrows show movement in the rankings since last year. Each dot in the chart is one tracked chain: bigger market position to the right, faster growth higher up, more tracked stores in a bigger dot. Colors match the store map below. Goodwill and St. Vincent de Paul sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 G Goodwill logo Goodwill - +1.0%
2 S St. Vincent de Paul - -1.0%
3 P Plato's Closet logo Plato's Closet - -8.8%
4 V Value Village logo Value Village - -10.6%
  • Goodwill
  • St. Vincent de Paul
  • Plato's Closet
  • The Salvation Army Family Store & Donation Center
  • Value Village
  • Pawn America
  • Divine Consign
  • Other tracked chains

Store footprint

Store map

110 tracked store locations in Wisconsin. The 7 largest tracked chains are highlighted.

  • Goodwill (54)
  • St. Vincent de Paul (8)
  • Plato's Closet (7)
  • The Salvation Army Family Store & Donation Center (6)
  • Value Village (4)
  • Pawn America (1)
  • Divine Consign (2)
  • Other tracked chains

Top tracked chains by store count

  • 1 G Goodwill logo Goodwill 54
  • 2 S St. Vincent de Paul 8
  • 3 P Plato's Closet logo Plato's Closet 7
  • 4 T The Salvation Army Family Store & Donation Center logo The Salvation Army Family Store & Donation Center 6
  • 5 V Value Village logo Value Village 4
  • 6 D Divine Consign 2
  • 7 A AbleLight Thrift Shop logo AbleLight Thrift Shop 2
  • 8 S Super Thrift 1
  • 9 3 3in1 Thrift 1
  • 10 M Main Street Station 1
  • 11 T The Gathering Place 1
  • 12 D Darboy Goodwill Retail Store & Training Center 1
  • 13 S Second Impressions Thrift Store 1
  • 14 T The Rhea 1
  • 15 T The Salvation Army logo The Salvation Army 1
  • 16 G Goodwill - Hudson 1
  • 17 T The Polish Flat 1
  • 18 W Waukesha Service Club 1
  • 19 C Charlie's Place 1
  • 20 L La Finca Music 1
  • 21 W Wisconsin Discount Buy & Sell 1
  • 22 T Twice Is Nice 1
  • 23 B Bargains Galore Thrift Store 1
  • 24 H Heritage Estate Settlement 1
  • 25 S SingleStitch 1
  • 26 N Nifty Thrifty Shop LLC 1
  • 27 R Racine Lutheran High School Thrift Shop 1
  • 28 B Burlap & Lace Marketplace 1
  • 29 C Closet Classics 1
  • 30 B Blue Butterfly Thrift Store 1
  • 31 L Love, Inc. 1
  • 32 7 7 Mile Fair 1
  • 33 U Ultimate Thrift 1
  • 34 P Pawn America 1

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