Outdoor gear and sporting goods retailer REI is canceling Black Friday this year. No promotions, no hourly sales, no doorbusters, no waiting in line.
In an unprecedented move for the modern-day holiday shopping season, REI’s 143 stores will be closed the day after Thanksgiving. The co-op business plans to launch a campaign Tuesday encouraging people to forgo shopping to spend time outside instead. With the hashtag #OptOutside, REI will ask people to share what they’re doing on Black Friday on social media.
REI is taking direct aim at the frenzied consumerism that dominates the holidays with a message to do the exact opposite of what Black Friday demands.
“Any retailer that hears this will be startled by the idea,” says REI President and CEO Jerry Stritzke, who admits he was apprehensive about closing at first. “As a co-op … we define success a little differently. It’s much broader than just money. How effectively do we get people outside?”
REI is hoping to convince consumers to start a new Black Friday tradition, one that doesn’t involve buying anything. It has built a dedicated #OptOutside website with resources on local hiking trails. REI’s campaign was built with its employees and customers in mind — the company operates as a co-op, with roughly 5.5 million members who pay a one-time fee for a share of the business. Members contribute to at least 80% of REI’s sales.
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I am Jeff Clark, founder of Internet Brothers, producer of this blog, and passionate about hiking. I live in Western NC near the Blue Ridge and Great Smoky Mountains. Pisgah and Nantahala National Forests are just out my door, so the content will focus on these areas, but let me know what you would like to see on the site. 
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Wonderful! I am going out somewhere in Texas that day. This is an inspiration to do so.