Patagonia, a US outdoor apparel and gear store, is giving a record $10 million in retail and online Black Friday earnings as part of its dedication to sustainability and environmental protection.

The funds will be donated to “grassroots non-profits fighting on the front lines to safeguard our air, water, and land for future generations,” according to Rose Marcario, former president and CEO of Patagonia.

Ms Marcario, who has since left Patagonia and joined the boards of electric vehicle business Rivian and plant-based protein start-up Meati Foods, stated that sales were five times more than the company’s estimates. She has also become a partner in the early-stage entrepreneurial firm ReGen Ventures.

“We anticipated making $2 million in sales.”

Patagonia is a member of 1 percent for the Planet, an association of enterprises who recognize the importance of environmental protection and are concerned about industry’s social and environmental effect.

Member corporations claim that by donating 1% of total yearly sales to grassroots environmental organisations, they are able to effect genuine change.

According to early Sensormatic Solutions data, traffic at US retail stores on Black Friday declined 28.3 percent compared to 2019 levels, as Americans transferred more of their spending online and began their shopping earlier in the year.

Traffic, on the other hand, was up 47.5% over the previous year, according to Sensormatic.

As large shopping events have a significant environmental impact, some firms have begun donating to the environment to help offset their carbon footprint.

L’Occitane, a French beauty goods manufacturer and retailer, has partnered with the PUR Project, which works with businesses to restore ecosystems.

Similarly, Armani Beauty said that 30% of all product sales will go to its Acqua for Life project, which aims to provide accessible drinking water to those in need throughout the world.

Customers at Patagonia described it as a “fundraiser for the Earth,” according to Ms Marcario.

“The immense love our consumers shown for the earth on Black Friday allows us to contribute every penny to hundreds of grassroots environmental organizations operating around the world,” she added.

“Many of these environmental organizations are underfunded and operate beneath the radar.”

According to Ms Marcario, this increased influx of money will go a long way toward solving climate change and other important environmental challenges.

According to her, the Black Friday program drew not only regular consumers but also “thousands who had never purchased anything from Patagonia before.”

“We are thrilled to see so many people interested in making purchasing decisions that match with strong environmental principles – and in taking efforts to become more personally involved as well.”