Patagonia announced yesterday it will donate 100 percent of its Black Friday sales — estimated to be well over $2 million — to grassroots environmental groups. 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 percent of its daily global sales to environmental organizations. That amounted to $7.1 million in its latest fiscal year.
Total Retail's Take: Patagonia has long been recognized for its corporate social responsibility programs, particularly around its core pledge to do no unnecessary harm to the environment, but this is taking it even further. The outdoor apparel brand is willing to sacrifice one of its busiest days of the year in support of the environment. That's a true commitment to a cause. Patagonia is putting its money where its mouth is. Other brands should take note and try to do what they can as well. And I have to believe that there may be some business logic behind this decision. Millennial consumers — right in Patagonia's target demo — have proven to spend more with retailers that support causes they believe in. I wouldn't be surprised to see Patagonia report a bump in sales after its Black Friday donation.