No sales, no crowds, no Black Friday at REI

REI has shocked the retail industry — and shoppers — with its decision to lock its doors on one of the biggest and most profitable shopping days of the year.



The retailer says it will be closed not only on Thanksgiving Day but also on Black Friday. REI.com will operate as normal on Thanksgiving. On Black Friday, REI.com will have a black takeover screen encouraging people to get outside. Customers will still be able to view product and make a purchase on Black Friday, but the order will not be processed until Saturday.



Stritzke laid out the company’s reasoning for bucking the Black Friday frenzy in a letter posted on its website:



"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. We're a different kind of company — and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently. We’re choosing to opt outside, and want you to come with us."



In an email sent to members of the co-op on Monday, the company said that it is still paying its employees on Black Friday, a paid holiday "to do what we love most — be outside.”



REI has a reputation for treating its workers well, according to Fortune. It’s one of 12 companies to be named one of Fortune’s “100 Best Companies to Work For” every year since the list’s inception in 1998. It landed at No. 58 this year.



REI is not alone in eliminating some holiday hours, although REI's example has been the most extreme announcement yet. Earlier this month, Staples announced that it would not open on Thanksgiving. This week At Home announced that it would be closed on Thanksgiving.