REI Closing for Black Friday

Black Friday is notorious for being the kickoff day for Christmas shopping. Full of great deals, and sales beyond compare, it exemplifies the heart of American consumerism – and just after a day spent giving thanks for what we have (oh the irony…). However, this year, major outdoors store, REI has announced that it will be shaking things up a bit. REI will be closing for black Friday, and instead, paying its employees to go outside, while encouraging its customers to do the same. REI sent an email announcement Monday October 26th, to its members, citing the John Muir quote, “Thousands of tired, nerve-shaken, over-civilized people are beginning to find out that going to the mountains is going home” (1901).

Advertisement on the REI website inviting customers to join them outside on black Friday

While John Muir spearheaded conservation efforts on the west coast, I think that his quote can apply to the Adirondacks as well. 1901 was a peak time for the industrialization of society, and also a peak time for tourism in the Adirondacks. Adirondack tourists during this time would use the mountains as an escape from the stress of industrial life to get back to nature in the woods, now, REI is working to bring back this mindset.

The beauty of the Adirondacks as a park, is that they provide a place for any member of the public to get outside and enjoy nature. As we discussed on Monday, even if that was not the original intent when the park was created, they serve that important purpose now. And as our society continues to industrialize and grow, these parks remain ever more important. I hope no one ever has to live to see the day when REI or any company cannot launch an operation to get outside because there would be nowhere to go.

I think it says a lot that a major corporation is willing to risk potentially one of its most profitable days just to make a statement about getting outside. However, it also is really impressive to me as a customer, because it shows how committed REI is to their product and mission. For a company that sells outdoors gear to demonstrate that it really does value the outdoors and values the fact that their employees value the outdoors is very telling. I feel like more and more, companies do whatever they need to do to make the most profit, but REI is making a statement that I feel like could have a big impact.

Of course, when it comes to large companies, it is easy to think everything is a marketing ploy – and maybe it is, we’ll never really know. As Forbes points out, through closing on black Friday, REI is appealing to their “customers’ desire for authenticity” as well as their “customers’ search for an attached meaning” (Forbes). It remains to be seen whether REI will be able to use these factors to make up for their losses on the biggest shopping day in America.

I hope everyone takes the initiative to #optoutside this black Friday. Take advantage of the awesome resources that surround us in all places across the US. Even if you don’t have the Adirondacks in your backyard, I encourage us all to take a walk, spend time with family, or participate in some activity to help take you back to nature and away from the consumerism of our society.

Works Cited:

http://www.forbes.com/sites/micahsolomon/2015/10/27/rei-opts-out-of-black-friday-closing-143-stores-and-paying-employees-to-opt-outside/