I disagree with my colleague somewhat. Some of the stores do qualify if you are serving the communities in need. Thrift shops, furniture banks, the Habitat Restore shops, or community farmers markets that serve underresourced communities (like teach cooking classes at the neighborhood center) satisfy me. It's not quite the same as the hospital auxiliary store, though the fundraising aspect is similar. None of these shops sets campaign goals of a million dollars.
The people who really benefit from these shops generally are people in poverty or in great need such as undocumented or refugee families. If your shop caters to marginalized communities, mention it.
But activities where you spend help others in food pantries, shelter volunteering, job or tax preparation, transportation services, or housing rehabilitation are the activities that definitely address service orientation.