In case you haven’t already heard, REI is closing its doors for Black Friday this year and urging their employees to avoid the shopping madness and choose to #OptOutside instead. In addition to closing their 143 stores on Black Friday, all orders placed on their website will not be processed until the following day. Jerry Stritzke, President and CEO of REI made a statement saying:
“We think that Black Friday has gotten out of hand and so we are choosing to invest in helping people get outside with loved ones this holiday season, over spending it in the aisles. Please join us and inspire us with your experiences. We hope to engage millions of Americans and galvanize the outdoor community to get outside.”
The campaign revolved around the #OptOutside hashtag and a mini website (http://optoutside.rei.com) built for the occasion that features a live countdown until Black Friday. Alongside the countdown are panoramic, scenic views of breathtaking, natural beauty. You are able to make these photos into backgrounds, and REI is encouraging users to use these photos for customized social media posts. Not sure what you would do outside on Black Friday? The website also allows you to look up nearby recreational spots according to your location and activity.
Now that we have talked about the campaign, lets discuss what it all means. A write up about the campaign in USA Today reads, “REI is taking a direct aim at the frenzied consumerism that dominates the holidays with a message to do the exact opposite of what Black Friday demands.” We see it every year: stores are opening earlier and earlier for Black Friday, and every year there is madness and most of the time people are getting trampled when the stores finally open their doors to those lined up outside. Although many retailers wouldn’t dream of the idea of closing on the most important shopping day of the year, REI is a co-op and “defines their success a little differently. It’s much broader than just money.” However, several other large retailers like Nordstroms and Costco are changing their previous Black Friday policies and not opening on Thanksgiving, as many stores do.
The decision to close a big store like REI on Black Friday is definitely a bold one considering that last year 86.9 million people participated in the madness. However, Stritzke says the brand is much more concerned with making a statement about their values and beliefs than making a profit.