REI's Opt Outside Movement: Prioritizing Nature, Employees, and Values on Black Friday
REI Co-op has decided to close all 195 of its locations on Thanksgiving and Black Friday as part of its "Opt Outside" movement. This initiative allows the retailer's 14,000 employees to have a paid day off to spend time outdoors and encourages the community to reconsider the traditional start of the holiday season. In 2022, REI made Opt Outside a permanent employee benefit, emphasizing the importance of taking time to connect with nature and loved ones.
On Black Friday, REI will shut down all stores, distribution centers, activity centers, call centers, and headquarters. While customers can still place orders online, processing and fulfillment will not begin until the following day. CEO Mary Beth Laughton highlighted the significance of pausing during the busy holiday season to reconnect with oneself, communities, and what truly matters.
Susan Viscon, REI's Chief New Ventures and Impact Officer, shared the emotional impact of the decision to close on Black Friday, noting that it was a deliberate choice to prioritize time outdoors for employees and their loved ones over potential sales. The initial announcement of Opt Outside evoked a strong emotional response from employees, leading to a sense of pride and renewed connection to REI's values. The decision to prioritize outdoor time over profits was a defining moment for the co-op and reinforced its commitment to its core principles.
In conclusion, REI's commitment to closing its doors on Black Friday in favor of promoting outdoor activities reflects its dedication to its employees, customers, and values. Opt Outside has become a symbol of the co-op's ethos, encouraging individuals to prioritize time spent in nature and fostering a deeper connection to the outdoors and each other.