REI closes on Black Friday

Outdoor clothing retailer REI closed its stores on Black Friday.

American outdoor equipment and clothing retailer REI closed all its stores on the most critical shopping day of the year, Black Friday under the social media hashtag: #OptOutside. Employees were paid nonetheless and encouraged to spend time with their loved ones. The campaign aimed at the company’s mission that “being outside makes our lives better”.

This bold move was rewarded with an enthusiastic response on social media with 1.2 Bn impressions and widespread media coverage.