The Black Friday Challenge

It’s time for something different this Black Friday! REI recently released their Black Friday policy, which I wish other companies would take as a personal affront and challenge. #OptOutside is their campaign and the message is clear:

You are invited to join them by exploring the outdoors yourself. You can say where you’ll be, what you’ll be doing, look for something going on in your area, etc… through their website. You can post pictures of your epic outdoor event and share a sense of community and camaraderie with the 12,000 paid employees at REI and everyone else contributing. Forbes has a great article about their initially perceived shopping suicide. Realistically, whenever I can order online, I will and this is still possible with REI even on Black Friday although no orders will be processed until Saturday. Also, I’m more likely to purchase from REI knowing their policy which gives me that warm and fuzzy feeling. It’s like they not only “get” me and what I represent, but they are speaking directly to me through this new mission. I’m more likely to not only shop with them but pay a little more because I believe in their philosophy.

Washington Post, Money.CNN, Outside, Online USA Today are among the few that have written articles on the seemingly brave move. After 76 years of being in the business and knowing that Black Friday yields as one of the top ten sales days of the year, it may be ballsy. There are some companies such as Nordstrom, Home Depot, and Costco that refuse to open Thanksgiving Day, but REI is the first to not only shut its doors on Black Friday but is encouraging all of us to get outside instead of shopping. For those of us who appreciate stores that treat their employees well knowing we as consumers will reap the benefits, I say thank you to REI. Thank you for putting families first, employees first, and for thinking outside of the box.

Originally published at https://www.momof18.com.