Why This Massive Brand Is Closing Stores on Black Friday

When it comes to Black Friday, many stores open insanely early to accommodate those anxious holiday shoppers. But not REI. In fact, the outdoor and recreation mecca will be closing its stores altogether. As REI mentioned on its site with a letter from the CEO, the brand will shut down all 143 stores and paying for its employees to head outside. Why? "For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth," CEO Jerry Stritzke said.

So interesting. If you head over to the site now, you'll see a screen featuring a countdown clock until the brand will #OptOutside. REI is also encouraging others to do the same. Head outdoors on Black Friday and snap an Instagram with the hashtag to get involved.

What do you think of REI's plan? Will you head outside on Black Friday? Do you think other stores will follow in its footsteps? Let us know in the comments below. And if you're feeling inspired to shop REI before Black Friday, check out the new offering now.