Patagonia record-breaking Black Friday sales to benefit the planet

London - Outdoor apparel brand Patagonia could not have foreseen the effect their Black Friday campaign would have had.

Known for their anti-Black Friday stance, the company announced last week that they would donate 100 percent of their global retail and online Black Friday sales directly to grassroots nonprofits working to protect the planet's air, water and soil for future generations.

Loyal customers and new customers alike reacted positively to Patagonia's unique proposition, calling it a "fundraiser for the earth." Following Black Friday and Cyber Monday, the outdoor brand has revealed record-breaking sales of 10 million dollars (8 million pounds) in sales. "We expected to reach 2 million dollars in sales — we beat that expectation five times over," said Rose Marcario, president and chief executive officer of Patagonia in a statement.

"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." In fact, the one day sales frenzy ensured the amount generated exceeds the amount Patagonia donates in an entire year through their everyday "1 percent for the Planet" pledge.

"We’re encouraged to see the great interest from so many in making buying decisions that align with strong environmental values—and taking steps to get more directly involved as well," added Marcario.

Photo: Courtesy of Patagonia