# Anti-Shopping Retail Campaigns The REI Opt Outside Hashtag Celebrates Being Closed on Black Friday By Charlotte Joyce Kidd | Published 2015-10-27 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/closed-on-black-friday References: [forbes](http://www.forbes.com/sites/micahsolomon/2015/10/27/rei-opts-out-of-black-friday-closing-143-stores-and-paying-employees-to-opt-outside/) & [rei](http://www.rei.com/black-friday) 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](https://www.trendhunter.com/trends/rei-coop-mastercard) is encouraging its client base to do the same, opting out of the [consumerist madness](https://www.trendhunter.com/trends/which-launches-a-festive-campaign) 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](https://www.trendhunter.com/trends/reconnect-with-nature). ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 62% | Activity: 64% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Opt Outside Movement:** There is a growing trend of retailers opting out of Black Friday and encouraging customers to spend time outdoors instead. - **Counter-intuitive Marketing:** Some companies are finding success by going against traditional retail practices and aligning their campaigns with their brand values. - **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. ### Sectors Adopting This - **Outdoor Retail:** Outdoor retail companies can capitalize on the Opt Outside movement and promote outdoor activities as an alternative to Black Friday shopping. - **Marketing and Advertising:** Marketing and advertising agencies can help companies develop counter-intuitive campaigns that resonate with consumers and differentiate them from competitors. - **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. ## Related on Trend Hunter - [Mindful-Shopping Campaigns](https://www.trendhunter.com/trends/slovember-campaign.md) - [Furniture Brand Green Friday Campaigns](https://www.trendhunter.com/trends/green-friday-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) - [Retailer Mental Health Initiatives](https://www.trendhunter.com/trends/be-an-outsider-1.md) - [Reverse Black Friday Sales](https://www.trendhunter.com/trends/cards-against-humanity-pays-you.md) - [Tech Rebellion Campaigns](https://www.trendhunter.com/trends/big-tech-rebellion.md) - [Black-Owned Black Friday Initiatives](https://www.trendhunter.com/trends/buyblack.md) - [Accessible Mindful Shopping Initiatives](https://www.trendhunter.com/trends/style-dna.md)