As PR moves go, it doesn’t get much smarter or more on-brand than REI’s latest. On Tuesday, the outdoor retail chain announced its 143 stores would remain shut on Black Friday, the biggest shopping day of the year.

What’s more, the $2.2 billion (revenues) Seattle-based clothier will be paying its 12,000 employees to forego the annual sales bonanza and #OptOutside, to use the social media hashtag REI has coined for this campaign.

REI CEO Jerry Stritzke encouraged shoppers to follow suit, saying: “We think that Black Friday has gotten out of hand and so we are choosing to invest in helping people get outside with loved ones this holiday season, over spending it in the aisles.”

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