Patagonia typically brings in millions of dollars in sales on Black Friday. But this year, the outdoor clothing retailer is giving away everything it makes that day.
The company announced on Monday it will donate 100% of its Black Friday sales — estimated to be well over $2 million — to grassroots environmental groups. The organizations fight to protect vital natural resources like water, air and soil.
The donations will come from sales at both its 80 global stores and Patagonia.com on Black Friday.
The move isn’t entirely out of character for the brand. Patagonia already donates 1% of its daily global sales to environmental organizations — which amounted to $7.1 million in its latest fiscal year.
“This was a pledge the company made in 1985,” said Corley Kenna, director of global communications with Patagonia.
But the latest commitment tied to Black Friday was inspired by current events.