Over the past few years, Patagonia has dramatically increased global sales by promoting a "reduce, repair, reuse, recycle” mantra. In 2011, the company made waves around the holidays by advising people to avoid buying new gear. In their "Don't Buy This Jacket" campaign, they suggested finding ways to extend the life of outdoor gear and apparel by sewing tears or buying used items instead of starting fresh. They’ve increased sales by hundreds of millions with “buy less” marketing campaigns, and have done it again this year, exceeding their own Black Friday sales projections by $8 million. Here’s what Rose Marcario, President and CEO of Patagonia, Inc. and Patagonia Works, had to say about the company’s record-breaking 2016 Black Friday sales.
Record-breaking Black Friday Sales to Benefit the Planet
Ventura, CA (November 28, 2016) – Last week, when we announced we'd give 100 percent of our global retail and online Black Friday sales directly to grassroots nonprofits working on the frontlines to protect our air, water and soil for future generations, we heard from many of our customers calling it a "fundraiser for the earth."
We're humbled to report the response was beyond expectations: With your help, Patagonia reached a record-breaking $10 million in sales. We expected to reach $2 million in sales—we beat that expectation five times over. 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.
Many of these environmental groups are underfunded and under the radar, and they are overwhelmed with your commitment. On behalf of these activists and every Patagonia employee, we extend a heartfelt thank you to our customers, friends and community worldwide who showed up to #loveourplanet.
You can learn more about the past recipients of Patagonia environmental grants in your community here. This additional infusion of resources will go a long way toward addressing climate change and other serious environmental issues.
The science is telling us loud and clear: We have a problem. By getting active in communities, we can raise our voices to defend policies and regulations that will protect wild places and wildlife, reduce carbon emissions, build a modern energy economy based on investment in renewables, and, most crucially, ensure the United States remains fully committed to the vital goals set forth in the Paris Agreement on climate change.
Along with many loyal customers, the initiative attracted thousands who have never purchased anything from Patagonia before. 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.
1% For The Planet
Patagonia is a proud member of 1% for the Planet, an alliance of businesses that understand the necessity of protecting the natural environment, and are concerned with the social and environmental impacts of industry. By contributing 1% of total annual sales to grassroots environmental groups, member companies affect real change. To learn more, check out onepercentfortheplanet.org.