Creative Stories: REI and OptOutside

For most US retailers, Black Friday is the biggest shopping day of the year. They are constantly coming up with ideas to lure holiday shoppers into stores on the day after Thanksgiving, with doorbuster deals and extended shopping hours.

But in 2015, outdoor retailer REI decided to do something different on Black Friday. Rather than chasing sales, they chose to communicate their values – by closing on Black Friday.

They closed their 143 retail locations, their headquarters, their distribution centers and their call centers.

They still paid their 12,000 employees for the day – but encouraged them to spend Black Friday reconnecting with family and friends and “OptOutside.” And they invited their co-op members – and the American public – to join them.

Jerry Stritzke, then-president and CEO of REI, said:

“Black Friday is the perfect time to remind ourselves of the essential truth that life is richer, more connected and complete when you choose to spend it outside.”

REI’s decision to close on the busiest retail day of the year shocked the retail world. But it also did something else – it inspired people.

Millions of people followed their lead, and instead of spending the day in a shopping mall, they spent time outdoors with their family and friends. Other businesses closed their stores on Black Friday, and hundreds of state parks opened their gates for free. The #OptOutside movement spread as people shared their photos and stories online.

REI says they believe that a life outdoors is a life well-lived – and they demonstrated that with their actions. Since 2015, they have continued to close their stores on Black Friday and encouraged people to OptOutside with them. They’ve made spending time outdoors a new Black Friday tradition for millions of people.

And while REI doesn’t want to tie the initiative to business results, closing on Black Friday has not hurt them financially. In fact, this demonstration that they believe in more than just profits has only enhanced their brand and reputation.

After closing on Black Friday in 2015, REI posted its largest-ever membership growth, and increased revenue by 9.3% to $2.4 billion. In 2019, they reported their membership had increased 31% since 2014.

Their bold decision to OptOutside was a creative way to show what they stand for and connect people. It strengthened their brand, their community – and their business.