
Opt Outside
In 2015, one of the largest outdoor retailers in the country decided to take a stand against the consumer mania of Black Friday. For the past four years, REI has closed its doors on the Friday following Thanksgiving, encouraging its customers to spend the day enjoying the outdoors, rather than shopping. They dubbed this campaign #optoutside, and it has had an incredible ripple effect through the industry, gaining a following from other retailers, outdoors enthusiasts, and eve