Patagonia’s Cyber Monday

Outdoor apparel retailer Patagonia promoted its secondhand Worn Wear online store on Cyber Monday. In this exclusive interview, the retailer shares Cyber Monday was its second most popular web traffic day since Worn Wear launched in 2020.

Key takeaways:

• Patagonia offered a 20% off for anything purchased from its Worn Weear online store on Cyber Monday.
• On average, Patagonia customers sell back products after five to seven years of use.

“If you don’t really need anything, don’t buy it — but if you do need to buy something, please buy the thing that’s durable,” — and preferably used, says Asha Agrawal, head of corporate development at Patagonia.

The retailer typically does not promote its products during the Cyber 5 holiday shopping period. That changed in 2022. Patagonia promoted Worn Wear, its online secondhand store, on Cyber Monday. 

Patagonia has historically eschewed promoting its merchandise during the Cyber 5 period spanning Thanksgiving through Cyber Monday. Marketing is typically limited to its in-store repair services on Black Friday, Agrawal says.

“We’ve been anti-consumerist in that way,” Agrawal says. “But we chose to participate in Cyber Monday to say if you’re going to buy something, we will reward you for buying [used].”

On Cyber Monday (Nov. 28 this year), Patagonia.com redirected shoppers to the retailer’s Worn Wear website. Patagonia enticed shoppers with a 20% discount on anything purchased through its resale online store.