Talk about heartwarming.

By Faith Brar
Updated: November 22, 2016

Patagonia is wholeheartedly embracing the holiday spirit this year and donating 100 percent of its global Black Friday sales to grassroots environmental charities fighting to protect the earth's natural resources. Patagonia CEO Rose Marcarioa explained in a blog post that the estimated $2 million will go to groups that are "working in local communities to protect our air, water, and soil for future generations." These include a selection of 800 organizations in the U.S. and around the world.

"These are small groups, often underfunded and under the radar, who work on the front lines," Marcarioa continues. "The support we can give is more important now than ever."

This move isn't entirely uncharacteristic of the outdoor clothing brand, which already donates 1 percent of its daily global sales to environmental organizations. According to CNN, the brand's annual donation to charity came to a whopping $7.1 million this past year.

That said, this year's election had a lot to with its decision to take such a huge pay cut. "The idea emerged from a brainstorming session as the company considered how to respond to the outcome of the presidential election," Marcarioa said. "As a way to keep climate changes and issues affecting our air, water and soil top of mind, we felt it was important to go further and connect more of our customers, who love wild places, with those 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," she concluded. "We all stand to benefit from a healthy environment." True that.