Pay It Forward Day is a global initiative that exists to make a difference by creating a huge ripple of kindness felt across the world. This year it's on April 28 and is a call to take part in small acts of kindness to positively impact those around you.

In addition to all the wonderful contributions from the community, our retailers have come together and made shifts to support our frontline workers (aka superheroes!) and other communities impacted by COVID-19.

This list is not exhaustive and may be updated periodically.


American Eagle Outfitters – Come Together

American Eagle Outfitters, together with its brands American Eagle (AE), Aerie and their AEO Foundation, have pledged more than $1 million to COVID-19 relief efforts. This includes donating more than 1 million masks for public health workers in communities most in need, as well as hosting their concert series, Come Together – At Home with Aerie, where you can enjoy live-streamed performances from recognized artists, with an opportunity to donate to America’s Food Fund (AFF).

Apple – Giving Back

Apple has committed to donations to help treat those who are sick and help lessen the economic and community impacts of COVID-19. As of March 13, 2020, those donation efforts reached $15 million worldwide. On April 10, Apple announced their joint effort with Google to enable the use of Bluetooth technology to assist governments and health agencies in contact tracing to reduce the spread of the virus.

Ardene – Sending Sneakers + Socks

There is a need for new and unworn footwear at hospitals, medical centres and COVID-19 screening clinics. Ardene has responded by donating women’s sneakers and socks in assorted sizes to support – and provide comfort! Since March 24th, more than 50,000 pairs have been donated to over 100 hospitals in nine Canadian provinces.

Aroma Espresso Bar – Acts of Appreciation

Café owners of Aroma Espresso Bar are thanking healthcare workers with coffee deliveries or complimentary coffee to staff members. One café provided complimentary coffee to all staff at Mount Sinai Hospital.

Boston Pizza - #BPGivingBack

Many Boston Pizza franchisees are supporting their local communities through food donations to frontline workers.

Coach – Supporting Small Businesses

New York City is where Coach was founded in 1941. In the spirit of lifting up this community, The Coach Foundation has partnered with Goldman Sachs and New York City to create NYC’s Small Business Continuity Fund. This fund has more than $2 million committed to help the most vulnerable businesses in New York affected by COVID-19.

Earls Kitchen + Bar – Feeding the Frontlines

Earls Kitchen + Bar has partnered with ResQ Helps in Ontario to deliver food for frontline workers. On April 24, Earls Square One delivered 200 hot meals to Credit Valley Hospital.

Healthcare workers and first responders get 30% off their pickup order on food and Earls grocery.

Gap Inc. – Pivot + Provide

Gap Inc. has pivoted resources so their factory partners can make masks, gowns, and scrubs for healthcare workers on the front lines in California.

Harry Rosen – Repurpose with Purpose

Collaborating with their Canadian manufacturing partners, Harry Rosen is repurposing the production of our Harry Rosen Signature dress shirts to offer non-medical, reusable face masks. When you purchase one, the company donates one to medical centres in need.

H&M – Manufacturing Masks

To aid healthcare workers in the fight against COVID-19, H&M has begun producing medical-grade safety masks, starting with 100,000 units shipped into Spain and Italy.

Holt Renfrew - Holts from Home

In collaboration with retailer Kotn, Holt Renfrew’s store alterations teams across the GTA have been creating reusable masks from upcycled materials, safely from their homes, to Sunnybrook Hospital for patients undergoing cancer treatments and dialysis.

Hudson’s Bay – Donations

Hudson’s Bay Foundation announced it will donate $1 million in response to COVID-19. The Foundation has partnered with Food Banks Canada and Kids Help Phone, each of whom will receive $500,000 to help support the increased need for services and resources across Canadian communities.

Indigo – Love of Reading

Indigo’s Love of Reading Foundation has committed $1 million to families in disproportionate need during COVID-19. The Indigo Love of Reading Community Response Fund will provide books and education resources for families experiencing poverty and other forms of marginalization by partnering with non-profit organizations across Canada.

Kate Spade – Partnering to Provide Counseling

Kate Spade has partnered with a crisis text line to provide crisis counseling for essential medical workers protecting our communities. The Kate Spade New York Foundation has donated $100,000 in seed funding to this cause.

Kiehl’s - Producing Hand Sanitizer

To contribute to the fight against COVID-19 in their hometown, Kiehl’s has shifted production of their Montreal plant to include the manufacturing of hand sanitizing gel, which will be donated to local hospitals and other health and charitable organizations in need.

Levi’s - Caring for the Community

On April 2, Levi’s committed $3 million to relief efforts, with a focus on employees, community partners, and supply chain workers. This includes Lev’s Red Tab Foundation (RTF), which was created to provide their employees with a safety net during times of crisis as well as a 3:1 Employee Giving Campaign, with donations supporting global and local organizations that are filling critical needs related to the pandemic.

MAC Cosmetics - Global Donations

MAC Viva Glam is donating $10 million USD to over 250 local organizations around the world to support vulnerable communities affected by COVID-19.

Microsoft – Developing New Tech

Microsoft has developed an online screening tool on behalf of the CoVIg-19 Plasma Alliance in the US for people who have recovered from the COVID-19 virus to determine if they can donate plasma to help with clinical research and treatment. This chatbot is designed to help screen patients before they donate in person.

Nike – Global and Local Supports

The Nike Foundation and Nike have committed more than $17.5 million to COVID-19 response efforts around the world. This funding will serve immediate and urgent needs in cities, such as providing food assistance, support for healthcare workers, and funding for personal protective equipment (PPE).

Rudsak - Providing Dessicant Packs

RUDSAK got word of the urgent need that Montreal hospitals have for desiccant packs, which absorb the moisture inside the N95 masks, used by healthcare professionals. In response, RUDSAK is in the process of shipping 4,000 SuperDry desiccant packs, as we speak.

Stuart Weitzman - Voices of Resilience

Stuart Weitzman is proud to partner with Vital Voices to provide COVID-19 relief to organizations stepping up for their communities. Visit to check out their #VoicesofResilience podcast series, which spotlights women leaders creating change around the world, with new episodes daily.

Sleep Country – Donating Bedding Essentials

Sleep Country Canada has announced a commitment to donate up to $1.5 million worth of mattresses and bedding essentials to communities across Canada impacted by COVID-19 – with a focus on providing at-risk and vulnerable communities with safe and secure sleeping environments in this unprecedented time, as well as helping hospitals and care facilities establish temporary rest and sleeping arrangements for frontline workers.

Sportchek – Canadian Tire Response Fund

Canadian Tire Corporation, the owner of the Sportchek brand, has launched a $5 million COVID-19 response fund. Two donations of up to $1 million each will go to the Canadian Red Cross and United Way Centraide Canada, as well as up to $3 million in PPE and essential products.

Starbucks – Comprehensive Donation Program

The Starbucks Foundation is currently assembling their most comprehensive donation program in the history of Starbucks Canada to support Canadians in three areas: first responders and frontline workers, access to food, and support for the most vulnerable Canadians. The first investment in Canada will be a $200,000 donation to support frontline health care workers and vulnerable Canadians.

The Box Donut – Matching & Delivery

When you order your donuts for delivery, The Box Donut matches your order and donates to frontline workers and others in the community! The company’s Donut-o-meter is nearing 3,000 donut donations so far to hospitals like Trillium Health Partners, Mount Sinai, North York General and more. Order boundaries are Burlington-Ajax-Newmarket-Downtown Toronto.

The Body Shop – Supporting Those in Need

In North America, The Body Shop’s stores frequently partner with shelters and senior communities as part of their everyday work. To further support these communities, the company is donating approximately 30,000 units of cleansing products to their partner organizations throughout the US and Canada. In addition, all North American employees have been provided hand-washing products to take home to protect themselves and their families.

The Rec Room - Donations to Canadian Food Banks

The Rec Room Canada is helping you pay it forward. $1 from every order goes to Food Banks Canada. Currently available in Toronto and Mississauga, with more locations coming soon.

Tory Burch - Providing Products, Equipment + Loans

Tory Burch has committed to providing $5 million in products to healthcare workers, such as sneakers, fanny-packs, and easy-to-clean clothing to wear under scrubs. In addition, the company is donating needed materials for masks and hospital gowns to New York hospitals – as well as assisting women entrepreneurs through the provision of loans through their Tory Burch Foundation.

UNIQLO – Mask Donations

To support medical professionals around the world, Fast Retailing, the company that operates UNIQLO, is donating 10 million masks to high-priority facilities globally, with some distribution occurring through the UNIQLO brand.

Walmart – Meeting Critical Needs

Walmart and The Walmart Foundation have committed $25 million to support organizations on the front lines responding to the outbreak. The commitment is intended to provide support to global efforts to help countries prevent, detect and manage COVID-19, food banks and school meal programs, and efforts in local US communities and international markets.

Zara – Shifting Production

In response to a growing need for medical-grade supplies in Spain, Zara has converted their factories to produce hospital gowns and masks for patients and medical workers.