Yesterday, Patagonia did something unusual with its post-Thanksgiving deals.

By Rebecca Daly
Updated November 26, 2016
Patagonia Fleece
Credit: Patagonia

Patagonia, the gold standard for outdoor sporting apparel, had a unique Black Friday offer—and no, it wasn't a sale.

The retailer, which has a standing policy of donating 1% of global sales (that amount totals $74 million to date) to environmental grassroots groups, donated 100% of its Black Friday proceeds to local organizations that work to protect the planet. You read that right: 100%. As in, all of it.

In a statement released on November 21, Rose Marcario, the President and CEO of the company, said, “As people think generously about family and friends, we also want to help our customers show love to the planet, which badly needs a gift or two (and still gets coal every year).”

Customers curious to know where the proceeds are being donated will find that information provided in Patagonia stores and on their website, as well as information on how to connect with these groups and be active within their own communities.

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