Canada – The outdoor retailer REI is continuing its tradition of closing its 154 stores on Black Friday, and instead encouraging customers to head outside and enjoy nature.
It is the third consecutive year that the brand has adopted this Righteous Retail strategy, which also provides staff with an extra day of paid holiday to explore outdoors. This year REI has created a user-generated Instagram campaign with the hashtag #OptOutside, which lets people click on a post and see real-time information about the location and experience, as well as using the content to create a series of 20 branded videos to create a greater sense of community and connection to the outdoors.