Outdoor retailer Recreational Equipment, Inc., known as REI, has announced it will buck Black Friday and close its 143 stores on the Friday after Thanksgiving.
The Kent-based co-op told members the plan in an email Monday, saying instead of working they'll pay their employees on Nov. 27 to be outside.
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REI also created the social media hashtag #optoutside and a website where people can share their outdoorsy plans for that day.
"For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth," wrote CEO Jerry Stritzke in a statement on the company's website.
"We're a different kind of company—and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently. We’re choosing to opt outside, and want you to come with us."
I love REI, & I especially love their decision to close all stores on Black Friday & pay employees to go outside: https://t.co/De6YZd4yG5— Anne Helen Petersen (@annehelen) October 27, 2015
https://t.co/fD9mZEbTNkI take back everything I have ever said about @REI. This is bold and I love it. #optoutside— Nick Rod (@MarvintheTorch) October 27, 2015
I'm doing all my shopping at REI this year. https://t.co/AcsGQbpKi1— Erika Hall (@mulegirl) October 27, 2015
We need more retail stores like #REI - businesses that don't put the mighty dollar before their employees' well-being. #OptOutside— Lauren Modery (@Hipstercrite) October 27, 2015
.@REI deserves the great coverage for their #OptOutside campaign. Easy to support a brand with this kind of message. https://t.co/4Z6lOYKulp— Matthew Whatley (@MatthewWhatley) October 27, 2015
I rejoiced the day I no longer reported on retail, and my Thanksgiving became mine again. @REI workers, welcome to sweet relief #OptOutside— Joan E. Solsman (@joan_e) October 27, 2015
The National Retail Federation said fewer people shopped over Thanksgiving weekend last year due to early discounts, more online shopping and a mixed economy.
A $2 billion-a-year company, REI has been named by Fortune Magazine as one of the top 100 companies to work for.
Additional reporting by Mashable.