Patagonia to Donate 100% of Black Friday Sales to Charity

First, REI asked consumers to #OptOutside. Now, Patagonia aims to take back Black Friday for wilderness by donating 100 percent of proceeds from its stores and site to grassroots environmental organizations.

“For decades, Patagonia has demonstrated that caring for our planet is not in conflict with running a successful business,” Rose Marcario, President and CEO of Patagonia, said in a statement on Patagonia’s The Cleanest Line blog.

As a partner of 1% for the Planet, Patagonia one percent of global sales year-round to organizations working to protect the planet. To date, its contributions have totaled $74 million.

But on this Black Friday, Marcario says, “we felt it was important to go further and connect more of our customers, who love wild places, with those who are fighting tirelessly to protect them.”

For those wondering where their money is going, a tool on Patagonia’s site allows shoppers (and would-be volunteers) to find groups near them that the company supports.