According to Reuters, Timberland has since August been encouraging customers to choose four- to eight-day delivery, rather than standard three-day service. In exchange for every such exercise in patience, the outdoor brand will plant a tree. As a rule, of course, the slower the delivery, the less it costs and the less it pollutes. Oddly, customers proved to be most patient during the Black Friday / Cyber Monday gift-buying season, opting for slow delivery on 18 percent of orders. The figure has since dropped to 14 percent. The program has so far planted about 55,000 trees. Timberland has pledged to plant 50 million trees by 2025.