REI stands out on Black Friday – by closing its stores

This event report outlines how REI, the outdoor goods retailer, has boosted its brand by turning its underlying brand beliefs into concrete marketing programs.

REI stands out on Black Friday – by closing its stores

Reed Karaim

When Black Friday rolls around this November, outdoor retailer REI once again will be closed.

It's a strategy that repeats a tactic employed by the retailer – which is organized as an outdoor-recreation consumers' co-operative – in 2015, when REI and sent its 12,000-plus employees home with pay, encouraging them to get outside and enjoy the day rather than getting swamped in the annual shopping maelstrom.