Orange Bikes has pledged 10% of the purchase price on bikes sold today to the Yorkshire Air Ambulance.
Marking Black Friday as a day for Giving instead of taking, the UK bike maker is close to the service, which works tirelessly to scoop stranded hikers and bikers off the hillside.
The Orange website offers: “We’re quite fond of them, in fact, Rachel’s husband Al is one of their paramedics, so we know how hard they work and how challenging their role is. So this is our way of saying a little thank you. How little is up to you tomorrow. Happy Black Friday Giving day.”
The Edinburgh Bicycle Co-op too is turning its back on the shopping frenzy, instead promoting its own ‘Give back Friday’ – a festive offer to teach customers maintenance skills.