REI Black Friday Closure: The Story Behind #OptOutside

REI Co-op has redefined the holiday shopping season by consistently shutting its doors on Black Friday, prioritizing outdoor experiences over commercial frenzy. This initiative, known as #OptOutside, has evolved from a one-time experiment into a permanent tradition that influences millions.

The Birth of a Countercultural Movement

In 2015, REI made headlines by announcing it would close all stores on Black Friday, a day synonymous with massive sales and consumer crowds. This decision marked the launch of #OptOutside, encouraging employees and customers to spend the post-Thanksgiving period in nature rather than malls. At the time, no major retailer had taken such a step, setting REI apart in the competitive outdoor gear market.

The campaign resonated deeply, with over 1.4 million people and 170 organizations joining in by closing their doors or promoting outdoor activities. This initial response quadrupled in subsequent years, demonstrating widespread support for rethinking holiday traditions.

Making #OptOutside Permanent

By 2022, REI committed to this practice indefinitely, closing all 195 stores annually on Black Friday and Thanksgiving. This ensures that 14,000 employees receive paid time off to enjoy the outdoors with loved ones. The permanence underscores REI’s co-op model, where member-owners value experiences over endless sales.

• 195 stores closed nationwide each Black Friday.
• 14,000 employees get paid days off.
• Initiative made official in 2022 for ongoing impact.

Employee and Community Benefits

REI’s approach addresses burnout in retail, where holiday shifts often mean missing family time. Paid days off allow staff to hike, ski, or simply relax outdoors, fostering loyalty and well-being. Customers benefit too, as the campaign promotes mental health through nature immersion during stressful seasons.

Communities gain from reduced traffic and waste on Black Friday, aligning with sustainability goals. Nonprofits and other businesses have adopted similar policies, amplifying the ripple effect.

Shopping Alternatives During the Holidays

While REI skips Black Friday sales, it offers robust alternatives. The Gear Up Get Out sale in mid-November provides up to 50% off on apparel, footwear, and gear. Following Black Friday, Cyber Week from November 29 to December 7 delivers deep discounts on brands like Patagonia, The North Face, and YETI.

Members enjoy extras like 25% off one Outlet item with code CYBER2025 until December 1. A $30 lifetime membership unlocks year-round perks, including exclusive deals.

Sample Deals Beyond Black Friday

• Blundstone Classic Chelsea Boots: 14% off – rare discount on durable footwear.
• YETI Rambler Travel Mug: Significant savings on insulated gear.
• REI Co-op Trailmade Sleeping Bag: Affordable option for campers.
• Arc’teryx Delta Pullover Hoody: Premium midlayer at reduced price.
• Garmin Fenix 8 AMOLED: $100+ off advanced GPS watches.

Why REI’s Strategy Succeeds

REI’s sales data shows no long-term revenue loss; early and post-Thanksgiving promotions capture holiday shoppers effectively. The brand’s authenticity strengthens customer loyalty, as #OptOutside aligns with its mission to inspire outdoor pursuit.

In a market flooded with doorbusters, REI differentiates by valuing quality time. This has inspired competitors and solidified its position as a leader in ethical retail.

Broader Industry Shifts

REI’s move has prompted discussions on work-life balance in retail. Other companies cite it as a model for employee-centric policies. Sustainability advocates praise the reduced consumerism push, tying into global efforts for mindful consumption.

Frequently Asked Questions

Does REI open on Black Friday 2025?

No, all 190+ stores remain closed, with no curbside pickup available. Normal hours resume November 29.

Are there REI Black Friday deals online?

REI’s website is also closed on Black Friday, but check the ongoing deals section and Cyber Week for savings.

How do I become an REI member for better deals?

Pay a one-time $30 fee for lifetime access to perks like extra discounts and exclusive events.

What if I need gear urgently on Black Friday?

Plan ahead with November sales or visit competitors; REI prioritizes outdoor time over immediacy.

Has #OptOutside impacted REI’s business?

Positively – it boosts brand loyalty without sales dips, thanks to strategic pre- and post-holiday promotions.

Ideas for Your #OptOutside Day

Make the most of REI’s gift by planning local adventures:

• Hike nearby trails for fresh air and reflection.
• Family picnic in a park to build traditions.
• Volunteer with outdoor nonprofits.
• Try winter sports like snowshoeing.
• Stargaze for a serene evening unwind.

These activities recharge without spending, embodying REI’s ethos.

The Future of Holiday Retail

As consumerism faces scrutiny, REI’s model points to sustainable paths. Expect more brands to adopt experience-focused holidays, balancing commerce with well-being. #OptOutside remains a beacon for this evolution.