REI’s Black Friday gambit: Will closing its stores woo consumers?

For REI, “Black Friday” won’t describe a shopping frenzy, but rather its stores’ windows.

In a bold move to be “authentic” during the Thanksgiving holiday weekend, all 143 REI stores will be closed Nov. 27.

The company, which sells camping gear and other outdoorsy wares, encouraged its employees and customers to spend time in nature. It created a microsite where people can type in their ZIP code and find a nearby trail to hike.

The company explained its decision in an email to customers:

This Black Friday the co-op is doing something different. We’re closing all 143 of our stores. Instead of reporting to work, we’re paying our employees to do what we love most—be outside. We want you to be the first to hear—not just what we’re doing, but why. We’re passionate about bringing you great gear, but we’re even more passionate about the experiences it unlocks for all of us. Perhaps John Muir said it best back in 1901: “thousands of tired, nerve-shaken, over-civilized people are beginning to find out that going to the mountains is going home.” We think Black Friday is the perfect day to remind people of this essential truth. And don’t worry, you’ll still enjoy great deals on great gear all holiday season long. But on this one day, we’re going to #OptOutside and we want you to join us. While the rest of the world is fighting it out in the aisles, we hope to see you in the great outdoors. Visit optoutside.rei.com and you’ll discover great ways to #OptOutside from coast to coast. Let’s get out there, REI.

“For us, encouraging people to get outside maybe was one of the most authentic things we could do,” REI President and CEO Jerry Stritzke told “CBS This Morning” on Tuesday.

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In addition to generating publicity, the move has resonated with consumers:

if it was possible to love @REI even more, it’s just happened. Thank you for ignoring the most heinous shopping day of the year #optoutside

— Christina Baker (@CVicenzi) October 27, 2015

.@REI FANTASTIC decision to close on Black Friday. Reclaim #Thanksgiving and nature. #OptOutside

— z (@zebrafinch) October 27, 2015

I’m going to #OptOutside on Black Friday this year. Find me hiking the local trails in Blaine, MN., to work off the the turkey and stuffing.

— Greg Merritt (@GregScotMerritt) October 27, 2015

Last year, Home Depot, Costco and Burlington Coat Factory refused to open on Thanksgiving Day, but REI is the first to announce it will be closed on Black Friday, USA Today reported.

What do you think about this adventurous move, Ragan readers? Is REI being foolish to close on one of its 10 busiest shopping days of the year, or will this move deepen the loyalty its customers have toward the brand?

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