REI Archives - Blacker Friday

Black Friday 2025 Sale at REI? It’s Not Happening!

If you’re planning your shopping list for Black Friday 2025 and REI is on it, you might want to rethink your plans. Unlike most retailers, REI has chosen a very different path when it comes to this biggest shopping day of the year. For years, shoppers have expected doorbuster deals and extended hours at major stores, but REI has taken a stand that sets them apart from the rest of the retail world. This is a company that prioritizes its employees and the outdoors over sales and crowds. Here’s why REI will not be having a Black Friday sale in 2025.

A Tradition That Started in 2015

The story begins in 2015, when REI shocked the retail world. They announced that all 143 stores across the United States would be closed not only on Thanksgiving but also on Black Friday itself. This was a bold move at a time when nearly every major retailer was pushing extended hours and big promotions to capitalize on the holiday shopping frenzy. REI’s decision gave all of their 13,000-plus employees both days off, something almost unheard of in the retail industry, especially during one of the busiest shopping weekends of the year.

Since that initial decision, REI has maintained this policy every year. Closing stores during the biggest shopping days is not just a one-time statement; it has become part of the company’s culture and identity. What’s new for 2025 is that REI has now made it official that Black Friday will be a company-wide holiday for all employees going forward. This means that shoppers can no longer expect to find deals or sales at REI on that day, and employees can enjoy a full holiday break without the pressure of managing crowds or running promotions.

The #OptOutside Campaign

The decision to close stores is part of a larger initiative called #OptOutside. REI encourages both employees and customers to spend the day outdoors instead of inside shopping malls. The campaign is about more than just taking a break from work or avoiding crowded stores. It promotes hiking, biking, camping, and other outdoor activities, and it also encourages participation in community cleanup events that REI organizes nationwide.

#OptOutside is a statement about values. The campaign reflects REI’s focus on environmental stewardship, wellness, and work-life balance. By closing stores, REI ensures that employees can participate in outdoor activities or community events without feeling obligated to work. This approach has resonated with many customers, creating a loyal following that sees REI not just as a retailer but as a company that cares about people and the planet.

Why REI Chooses People Over Profits

One of the reasons REI does not participate in Black Friday sales is that the company has consistently put employees first. While most retailers prioritize profits during the holiday season, REI has taken a different path. The company believes that employees should have time off to enjoy the holiday with family and friends and to pursue outdoor activities that align with the brand’s mission.

Giving employees two days off during one of the busiest retail weekends is unusual, but REI has made it work for over a decade. Employees report feeling more appreciated and less stressed, and the company benefits from lower turnover and a stronger workplace culture. It’s a decision that reflects a broader trend toward employee well-being, but few large retailers are willing to take such a public stand during the critical holiday shopping season.

Impact on Customers

For customers, the closure of REI stores on Black Friday can be surprising at first. Many shoppers have grown accustomed to the traditional Black Friday chaos, with long lines, crowded stores, and limited-time deals. REI’s approach challenges this expectation by giving customers the option to step away from the consumer frenzy.

Instead of pushing shoppers to buy products they may not need, REI encourages people to spend time outdoors or participate in volunteer opportunities. Some customers have embraced this idea enthusiastically, joining organized hikes, cleanups, or simply enjoying a day off in nature. Others may miss the opportunity for a sale, but the company’s consistent messaging makes it clear that REI prioritizes experiences and well-being over shopping.

A Broader Message About Sustainability

REI’s Black Friday policy is also tied to a larger commitment to sustainability. By closing stores and encouraging outdoor activities, REI reduces the environmental impact that comes with mass consumerism. Fewer people driving to stores, fewer resources spent on advertising and promotions, and less packaging waste are all indirect benefits of skipping Black Friday sales.

The #OptOutside campaign further reinforces this message by promoting environmental stewardship. Many of the events and hikes organized by REI include cleanup efforts and conservation activities, helping communities and local ecosystems. In this way, REI is turning a traditional shopping holiday into an opportunity for people to connect with nature and support sustainable practices.

How Long This Will Continue

For 2025, REI has confirmed that the Black Friday closure is official and permanent for all employees. While other retailers continue to compete aggressively on price, REI’s approach remains steady and predictable. Customers who have shopped at REI for years know that stores will be closed on Thanksgiving and Black Friday, and the company has built this expectation into its brand identity.

This policy is not likely to change. REI’s commitment to #OptOutside, employee well-being, and sustainability is deeply embedded in the company culture. The decision to make Black Friday a company-wide holiday for all employees ensures that this practice will continue indefinitely, making it a defining feature of REI’s approach to retail and community engagement.

A Look at the Numbers

The decision to close stores impacts 143 locations across the country and more than 13,000 employees. These numbers make REI’s policy especially significant in the retail world, where many companies rely heavily on Black Friday sales to drive annual revenue. While REI may lose out on the immediate sales boost that other retailers enjoy, the long-term benefits include stronger employee loyalty, positive public perception, and alignment with the brand’s core values.

For employees, having two guaranteed days off is a rare benefit in retail, particularly during a season that is often associated with stress and long hours. The company has found that this approach not only boosts morale but also strengthens the relationship between employees and customers, as staff members are happier, more engaged, and better able to provide knowledgeable service.

Customer Engagement Beyond Black Friday

Even though REI does not participate in Black Friday sales, the company continues to engage customers in meaningful ways throughout the holiday season. REI hosts events, workshops, and other programs that encourage outdoor activities and community involvement. Members of the REI Co-op can still access special benefits and promotions at other times of the year, ensuring that loyal customers are rewarded without participating in the traditional shopping frenzy.

By focusing on year-round engagement instead of a single sales day, REI maintains strong customer relationships without sacrificing employee well-being or environmental responsibility. This approach may be unconventional in retail, but it aligns with the company’s values and helps create a sense of community among customers and staff alike.

The Cultural Impact of #OptOutside

Over the years, the #OptOutside campaign has grown beyond REI stores and employees. Many other companies, organizations, and individuals have embraced the idea, taking a stand against consumerism on Black Friday and choosing outdoor experiences instead. Patagonia and Brooks Running have followed suit in year’s past and have closed their doors on Black Friday. Canada Goose also doesn’t ever run a Black Friday sale. The campaign has sparked a national conversation about the value of time spent in nature, community involvement, and the importance of balancing work and life.

For REI, this cultural impact reinforces the company’s mission and demonstrates that a business can operate successfully while prioritizing values over immediate profits. By creating a recognizable movement that extends beyond the walls of their stores, REI has positioned itself as a leader in ethical retail practices.

You can read up more about REI’s OptOutside events happening this Thanksgiving weekend at rei.com/opt-outside.