As is tradition on the day after Thanksgiving, news sources are inundated with moms and dads beating the living Christmas spirit out of each other in order to get first dibs on deals that flood the marketplace on what is infamously known as “Black Friday.”
In the outdoor world, that may mean a pair of skis for little Timmy or a discounted pair of AT boots for mom. Whatever the case, Black Friday has gotten completely out of control in this country. However, during this year’s Black Friday, REI is looking to reign in the out of control trend by encouraging its shoppers to #OptOutside and wait in a lift line instead of a checkout line.
Instead of promoting a one time sale, REI will inspire its shoppers to take up a lifetime and environmentally conscious hobby or activity that should pay dividends in future sales.
And not only does REI’s move portray a ‘outside the box’ marketing strategy but the move serves as a morale booster for its full-time employees, who will receive holiday pay on the day normally reserved for pacifying disgruntled shoppers.
Here is the letter from the REI President and CEO:
REI is closing on Black Friday.
You read that correctly. On November 27, we’ll be closing all 143 of our stores and paying our employees to head outside.
Here’s why we’re doing it.
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.
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.
Jerry Stritzke, President, CEO
Discover more about REI’s #OptOutside campaign here: REI IS CLOSING ON BLACK FRIDAY