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.