“Due to the overwhelming response from our customers, we are quickly reaching capacity for this program,” Walmart said in a statement. “In less than one week, we estimate we will collect nearly 1 million car seats – or the equivalent of diverting over 200 million plastic bottles from landfills.”

At $30 in gift cards per car seat, that means Walmart is potentially going to shell out $30 million.

The retailer is teaming up with waste management company TerraCycle, which works with manufacturers and retailers to collect items that are considered difficult to recycle and usually end up in the trash.

“Through the Walmart Car Seat Recycling Program, traditionally non-recyclable car seats are now nationally recyclable,” Tom Szaky, TerraCycle CEO and Founder, said in a previous statement.

“We are thrilled to have worked with TerraCycle and that so many customers and associates participated,” Walmart said. “Through the car seat recycling event, we’ll help families to keep their kids safe and help reduce plastic waste from landfills. We look forward to hosting future events supporting the needs of parents and families.”

Walmart’s program follows Target’s car seat trade-in program — first introduced in 2016 — which was conducted earlier this month.