# Anti-Consumerism Outdoor Ads The REI #OptOutside Campaign Discourages Black Friday Shopping By Jana Pijak | Published 2016-07-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/black-friday-shopping References: [youtube](https://www.youtube.com/watch?v=FOVaEawGNMM) & [econsultancy](https://econsultancy.com/blog/67264-how-one-company-made-over-70-000-selling-nothing-on-black-friday/) [REI's](https://www.trendhunter.com/trends/summer-sweepstakes) #OptOutside campaign encourages the outdoor retailer's consumers to stay home during Black Friday shopping events that are often synonymous with long line-ups, giveaways and dramatic discounts on their favorite products. While the unique marketing move may shock some, it stays true to REI's brand values and suggests that spending a day outdoors is more meaningful than spending it waiting to buy a marked down item. For many North Americans, Black Friday shopping trips are a post-Thanksgiving ritual but REI's #OptOutside campaign opposes the tradition in exchange for [time spent outdoors with loved ones](https://www.trendhunter.com/trends/reconnect-with-nature). In addition to promoting the [outdoor retailer's core values](https://www.trendhunter.com/trends/coachtopia-1), this campaign also embodies its dedication to products that are marketed to a demographic who desires quality over savings. ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 3% | Activity: 5% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Anti-consumerism Marketing:** Explore advertising campaigns that promote values over sales to appeal to consumers who prioritize individual beliefs and causes. - **Experience-based Marketing:** Craft marketing strategies that prioritize unique experiences over discounts to attract consumers seeking authentic and memorable interactions with products or brands. - **Social Responsibility Marketing:** Develop marketing campaigns that prioritize social and environmental responsibility to appeal to consumers who prioritize ethics and sustainability in their purchasing habits. ### Who This Affects Most - **Outdoor Retail:** Opportunities to cater to consumers who prioritize social responsibility, experience, and value over discounts in their outdoor product purchasing. - **Marketing and Advertising:** Opportunities to create and implement unique and ethical marketing campaigns for clients who value social responsibility, experience, and values over traditional sales tactics. - **Tourism and Hospitality:** Opportunities to create travel and hospitality experiences that prioritize unique and sustainable travel over traditional travel deals to attract consumers who prioritize values and experiences over discounts. ## Related on Trend Hunter - [Mindful-Shopping Campaigns](https://www.trendhunter.com/trends/slovember-campaign.md) - [Activity Planner Contests](https://www.trendhunter.com/trends/make-time-for-sports.md) - [Anti-Black Friday Chocolate Campaigns](https://www.trendhunter.com/trends/fatso-black-friday-campaign.md) - [Empowering Consumer-Centric Campaigns](https://www.trendhunter.com/trends/which-launches-a-festive-campaign.md) - [Retailer Mental Health Initiatives](https://www.trendhunter.com/trends/be-an-outsider-1.md) - [Tech Rebellion Campaigns](https://www.trendhunter.com/trends/big-tech-rebellion.md) - [Charitable Influencer-Targeting Campaigns](https://www.trendhunter.com/trends/thrift-it-back.md) - [Offline Shopping Campaigns](https://www.trendhunter.com/trends/shop-offline.md) - [Nature-Reconnecting Outdoor Campaigns](https://www.trendhunter.com/trends/reconnect-with-nature.md)