The Salvation Army Launches the World's First Digital Thrift Store on Roblox
The Salvation Army is introducing its thrift brand to a new generation with the launch of "Thrift Score," the world's first digital thrift store on Roblox. Designed to engage Gen Z and Gen Alpha where they already shop, play, and express themselves, the experience launches on Feb. 19 and invites players to explore thrift-inspired digital finds for their in-game avatars.
"Thrift Score" reimagines a Salvation Army Thrift Store as a fully explorable and shoppable digital environment, introducing the brand and its thrift offering to an audience that might have never visited a thrift store in the real world. Stocked with creator and brand collaborations, player donations, and digital replicas of real Salvation Army items, players can browse racks to uncover rare and limited edition items at accessible price points, ensuring broad participation across Roblox's player base.
"Thrift Score" is integrated directly into several popular Roblox games— like Seaboard City and Daycare Party—placing the thrift store inside environments players already love and actively explore. The experience also features special, limited-edition UGC items donated by some of Roblox's most influential creators, with select designs spotlighted throughout the store. Just like in the real world, proceeds from "Thrift Score" support The Salvation Army's mission to help people in need through rehabilitation, recovery, and community programs nationwide.
