The Salvation Army launches digital thrift store on Roblox
The Salvation Army has introduced a digital secondhand store on Roblox, targeting Gen Z and Gen Alpha users.
The experience, titled ‘Thrift Score,’ launched on February 19. It recreates a thrift store as an explorable and shoppable digital environment, allowing players to browse and acquire items for avatars. The initiative is described by the organisation as the world’s first digital thrift store on Roblox and introduces its thrift operations to users who may not have visited a thrift store in person.
“Thrifting has always been about more than price. It’s about creativity, individuality and purpose,” said Mark Nelson, ARC commander at The Salvation Army.
“By bringing our thrift store into Roblox, we’re introducing a new generation to the spirit of thrifting at Salvation Army in a way that feels natural to how they explore, play, and express themselves today.”
Inventory includes collaborations with creators and brands, player donations and digital replicas of items from Salvation Army stores. Some items are released in limited quantities.
‘Thrift Score’ is integrated into selected Roblox titles, including Seaboard City and Daycare Party, placing the store within environments where players are already active.
The experience also includes UGC items contributed by Roblox creators. Participants include Preston Arsement, Brianna Arsement and RussoPlays, each contributing digital fashion items inspired by thrift retail.
“For me, everything starts with play,” said Preston Arsement. “Play is how we connect, how we create, and how we open the door to something bigger. But if you lead with play, heart follows. Partnering with The Salvation Army is a perfect example of that.”
As with its physical retail operations, proceeds from Thrift Score support The Salvation Army’s rehabilitation, recovery and community programmes nationwide.
Comment Manually
You must be logged in to post a comment.
No comments