The Salvation Army is setting up shop in Roblox, using the gaming platform to introduce its users to thrifting and win their loyalty at an early age.

The new Roblox experience “Thrift Score” models a real Salvation Army store and is stocked with player donations, original designs from players and content creators, as well as digital replicas of the physical stores' actual merchandise.

While other clothing brands like H&M and Nike have built virtual worlds in Robox, The Salvation Army is the first to introduce a thrift store concept. Proceeds from “Thrift Score” support The Salvation Army’s charitable organizations, according to a press release.

"Thrifting has always been about more than price,” said Lt. Colonel Mark Nelson, ARC commander at The Salvation Army in a statement. “It's about creativity, individuality, and purpose.”

Forming second-hand habits

Beyond offering the cost effectiveness and social impact that younger generations look for in brands, the activation positions thrifting as a mode of self expression, which Roblox users already look for on the virtual platform.

“Gen Z doesn’t think in terms of storefronts and shopping carts,” said Tim McCracken, senior vice president of creative and AI at BarkleyOKRP, the agency behind the activation. “They discover through play, culture, and exploration.”

Participating creators include childhood gaming influencers like @PrestonPlayz, @BriannaPlayz and @RussoPlays, who have contributed their Roblox designs to the store.

Standing out to young shoppers

Resale’s share of fashion spending is growing, and established names like The Salvation Army face competition from newer digital competitors.

• Fashion resale platforms, which includes brands like Depop and Poshmark, will see a 13.7% YoY increase in sales in 2026, EMARKETER forecasts.

While younger generations are digital first, they do gravitate towards in-person experiences. Some 73% of Gen Alphas prefer to shop in stores, according to a January MG2 report.

The Roblox activation aims to “bring some of the purpose and delight that people get while thrifting,” Max Proctor, CEO at The Gang, the gaming partner on “Thrift Score.”

Digital gamers will spend one hour and 50 minutes (1:50) daily playing games this year, EMARKETER forecasts, making the medium a valuable avenue for brands.

Building community outside of social has become increasingly important to consumers, said our analyst Paola Flores-Marquez in a “Behind the Numbers” episode. This means in-game activations can be an opportunity to resonate more deeply with these audiences.

“Kids will eventually grow fatigued with the amount of social media consumption, as we’ve already seen with Gen Z,” she said. “They look for an alternative space that isn't so much around video and content, and is more about community and connecting with each other.”

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