Why Some Stores Are Closing on Black Friday - TIME

Late on Monday, outdoors and apparel retailer REI surprised employees and shoppers by announcing it would be closed on Black Friday, which is traditionally one of the biggest days of the year for sales. REI won’t be processing orders on Black Friday at its website either. “Instead of reporting to work, we’re paying our employees to do what we love most—be outside,” a message sent to REI customers (or rather, members, as REI is a co-op) explained. “While the rest of the world is fighting it out in the aisles, we hope to see you in the great outdoors.”

REI also created a website, optoutside.rei.com, as well as the requisite hashtag #optoutside to boost publicity for the campaign.

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