For most retailers, Black Friday is the most profitable day of the year. That was certainly true for Patagonia, the high-end outdoor retailer, who made $10 million in sales on the day, five times what they fought they were going to make. 

But they won't be seeing a single cent of that money after they announced that they'd donate 100% of global retail and online Black Friday sales directly to grassroots nonprofits that are working to protect the environment. That's in addition to the 1% of sales they donate year-round, which has totaled $74 million to date.

Patagonia wrote in a statement:

"During a difficult and divisive time, 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. This we know: If we don’t act boldly, severe changes in climate, water and air pollution, extinction of species and erosion of topsoil are certain outcomes. The threats facing our planet affect people of every political stripe, of every demographic, in every part of the country. We all stand to benefit from a healthy environment—and our children and grandchildren do, too."

"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."

Company spokeswoman Corley Kenna says that the idea came as a result of an internal brainstorming meeting following the outcome of the presidential election.

President-elect Donald Trump has gone against the findings of almost every climate scientist and expert in the world by saying that global warming is a hoax "created by and for the Chinese in order to make U.S. manufacturing non-competitive."

For reference, China is now the global leader in renewable-energy spending, spending 2.5 times more than the combined total of the European Union on projects in 2015. 

Since his presidential win, Trump has also said he plans to eliminate all climate change research conducted by NASA, as well as scrap the Paris Agreement agreed on by 193 countries to limit greenhouse gas emissions. And throughout his campaign, Trump promised to focus on coal and other fossil fuels to meet the United State's growing energy needs.