From their ongoing commitment to their stewardship to their truly awesome return policy, REI has always been a company that keeps their customers’ value systems in mind, and this November, the outdoor co-op will make history by becoming the first major store to close its doors on the infamous Black Friday, the biggest day of the year in the retail shopping world.
The company’s #OptOutside campaign will see all REI stores closing their doors for the duration of the “holiday,” and encouraging people to get outside instead of bending to the whims of consumerism. No deals will be had and digital sales, while manned by a skeleton crew, will not be processed until the following day. Instead, employees and consumers alike are encouraged to get outside with their families and celebrate this joyous time of the year in nature.
Along with most other retailers, Black Friday is REI’s biggest sales day of the year. Only time will tell if the idea costs the company, although it does play to the co-op’s mission of “inspiring, educating and outfitting its members and the community for a lifetime of outdoor adventure and stewardship.” More than just a marketing ploy, #OptOutside could be the start of a trend defying traditional holiday consumerism.
“We believe that being outside makes our lives better,” said REI CEO Jerry Stritzke, who explained his reasoning on the co-op’s website. “…Black Friday is the perfect time to remind ourselves of this essential truth.”
The move has garnered support in many forms, including efforts by MeetUps, a network that connects people with common interests, to create hundreds of #OptOutside community gatherings around the United States. The idea also clearly resonated in California, where on Friday, 49 of the state’s parks will offer free admission with a downloaded pass, a move sponsored by the Save the Redwoods League. And it doesn’t stop there. Other states, such as Colorado, Missouri and Minnesota, are joining the anti-Black Friday movement by offering accessible fresh air alternatives to long lines and stressful crowds.
Here at RANGE, we are firm believers that outdoor therapy always trumps retail therapy. The motives and values behind #OptOutside are refreshing in an age of information overload, digital distractions and rampant consumerism. And what better time than the start of the holiday season to take a step back, commune with nature, and contemplate what we are truly thankful for?
Our main man Edward Abbey may have said it best because, of course, he said everything best: “Wilderness is not a luxury, but a necessity of the human spirit.”
Image courtesy of REI.
xx Arya