The Salvation Army opens a digital thrift store on Roblox and yes it feels strange

The Salvation Army has launched a digital thrift store inside Roblox called Thrift Score. It aims to reach Gen Z and Gen Alpha, but raises questions about turning a necessity-driven retail model into a virtual aesthetic. The store allows players to browse virtual clothing and accessories for their avatars, integrated into existing Roblox games. Influencers contributed their own thrift-inspired virtual items. The Salvation Army emphasizes that thrifting has always been about creativity, individuality, and purpose. From a marketing standpoint, the move could translate into real dollars that help real people. However, there is a concern that thrifting in the real world is often about necessity and dignity during tough times, which contrasts with the aesthetic choice of thrifting inside Roblox. The broader cultural question is whether the digital version enhances the mission or turns it into content. Proceeds from Thrift Score are intended to support The Salvation Army’s programs nationwide.