This retailer is donating 100% of its Black Friday sales to help the environment

Talk about commitment.



Patagonia announced that its plans to donate 100% of its store and online sales on Black Friday, Nov. 25, to grassroots environmental organizations.



"These are small groups, often underfunded and under the radar, who work on the front lines," Patagonia CEO and president Rose Marcario wrote in a post announcing the company’s plans. "The support we can give is more important now than ever."



Patagonia is a longtime and ardent supporter of environmental causes and already helps fund grassroots environmental organizations by giving away 1% of its sales to such groups — an amount that totals $74 million to date.



“But during a difficult and divisive time, 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,” Marcario wrote. “The threats facing our planet affect people of every political stripe, of every demographic, in every part of the country. We all stand to benefit from a healthy environment — and our children and grandchildren do, too.”



The company’s move to donate Black Friday sales comes after it closed its stores, headquarters and distribution centers on Election Day to encourage its employees and consumers to vote for a candidate that would make a commitment to the environment.



“At Patagonia, we will grow and deepen our resolve to protect what we love,” wrote Marcario. We will fight harder and smarter, and use every means at our disposal to prevail for the sake of the country, the planet and the wild places and creatures that need our voice.”



Patagonia will also provide its consumers with information in its stores and on its website about how they can get involved with the environmental groups in their communities.