Editor at Everup

The Inertia

#OptOutside isn’t just a hashtag for REI — it’s a way of life. And they’re (almost literally) putting their money where their mouth is by canceling Black Friday at all 143 stores in their nation-wide fleet. Better yet, employees get a paid day off. Anyone know if they’re hiring?

Anyway, back to it. Yep… no promotions or sales where being outside is confined to standing in line. “For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors,” REI President and CEO Jerry Stritzke wrote. “We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth.”


This is a BOLD move. REI is giving up their share of 86.9 million people (who shopped on Black Friday last year, according to the National Retail Federation). But REI isn’t every other company in that it is actually a co-op.

“We’re a different kind of company,” Stritzke continued. “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.”

We’re with you Jerry, all the way.

Now who do we talk to about this trend of shops and storefronts anticipating Christmas at Halloween?


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