The Friday after Thanksgiving is the biggest, craziest and most lucrative shopping day of the year -- so for a retail company to center a campaign around being closed on Black Friday seems counter-intuitive.
American outdoor and sporting goods co-op Recreational Equipment Inc. has announced that it will be closed on Black Friday this year. Instead of operating its retail locations, it will be giving all of its employees a paid day to go play outside. REI is encouraging its client base to do the same, opting out of the consumerist madness that is Black Friday.
While some might see the campaign as a loss on REI's part (after all, they are opting out of the biggest retail day of the year), the move is perfectly on brand for the lifestyle-oriented recreational store. Their customers are joining in on the concept, using the Opt Outside hashtag on social media to share how they'll be spending their alternative, outdoor Black Fridays.
Anti-Shopping Retail Campaigns
The REI Opt Outside Hashtag Celebrates Being Closed on Black Friday
Trend Themes
1. Opt Outside Movement - There is a growing trend of retailers opting out of Black Friday and encouraging customers to spend time outdoors instead.
2. Counter-intuitive Marketing - Some companies are finding success by going against traditional retail practices and aligning their campaigns with their brand values.
3. Consumer Backlash Against Black Friday - Consumers are increasingly expressing dissatisfaction with the consumerism of Black Friday and are seeking alternative ways to spend the day.
Industry Implications
1. Outdoor Retail - Outdoor retail companies can capitalize on the Opt Outside movement and promote outdoor activities as an alternative to Black Friday shopping.
2. Marketing and Advertising - Marketing and advertising agencies can help companies develop counter-intuitive campaigns that resonate with consumers and differentiate them from competitors.
3. Social Media and Influencer Marketing - Social media platforms and influencers can facilitate the spread of alternative Black Friday messages and help companies engage with their target audience.