REI is hoping to convince consumers to start a new Black Friday tradition, one that doesn’t involve buying anything. It has built a dedicated #OptOutside website with resources on local hiking trails. REI’s campaign was built with its employees and customers in mind — the company operates as a co-op, with roughly 5.5 million members who pay a one-time fee for a share of the business. Members contribute to at least 80% of REI’s sales.
REI will have no Black Friday promotions and won’t process any online orders until Saturday. Just a small handful of its approximately 12,000 employees will be on call, while the rest get a paid day off.