Patagonia making good on its Black Friday claim

Outdoor apparel retailer Patagonia saw record sales on Black Friday that blew past all estimates — and it plans to donate all the revenue.



Before Thanksgiving, the eco-activist brand announced it would give away 100% of its global retail and online Black Friday revenue to grass-roots environmental groups working to protect the air, water and soil for future generations. Its total take for the day: a record-breaking $10 million.



"We're humbled to report the response was beyond expectations … We expected to reach $2 million in sales — we beat that expectation five times over,” stated Rose Marcario, president and CEO, Patagonia. “The enormous love our customers showed to the planet on Black Friday enables us to give every penny to hundreds of grassroots environmental organizations working around the world.”



Patagonia noted that along with many loyal customers, the initiative attracted thousands who have never purchased anything from Patagonia before.