What's Happening?
REI Co-op will not be holding a Black Friday sale in 2026. Instead, the outdoor retailer plans to close all of its more than 190 store locations and halt online order processing for the day. This initiative, known as #OptOutside, encourages both employees
and customers to spend the day engaging in outdoor activities rather than shopping. This marks the 11th consecutive year REI has implemented this policy. While foregoing Black Friday, REI will host a Holiday Sale from November 13 to November 23, offering discounts of up to 60% on various outdoor gear. Specific deals include 25% off selected REI Co-op brand clothing and gear, 25% off Smartwool clothing and socks (excluding Smartloft), and 25% off selected The North Face items exclusively for REI Co-op members. Additionally, customers can find up to $250 off selected Garmin products, 25% off KEEN and Oboz footwear, and 20% off Thule and Yakima racks and accessories. The REI Outlet will also feature up to 60% off selected items during a three-day event from November 17-19.
Why It's Important?
REI Co-op's continued #OptOutside campaign on Black Friday holds significant importance as it challenges conventional retail practices during one of the busiest shopping days of the year. By closing its doors and encouraging outdoor engagement, REI promotes a lifestyle centered on well-being and environmental appreciation, potentially influencing consumer behavior and other retailers to reconsider their approach to holiday sales. This strategy also reinforces REI's brand identity as a company deeply committed to the outdoors and its community, rather than solely focusing on profit maximization. For consumers, it offers an alternative to the typical Black Friday frenzy, providing an opportunity to connect with nature. For the retail sector, it highlights a growing trend of purpose-driven business models that prioritize values alongside commercial success. The move could also impact the broader outdoor recreation industry by encouraging more participation and potentially increasing demand for outdoor gear outside of traditional sales events.
What's Next?
Following the #OptOutside initiative, REI Co-op will proceed with its Holiday Sale, which runs from November 13 to November 23. This sale will offer various discounts on outdoor gear, providing an opportunity for customers to purchase items at reduced prices before the end of the year. REI Co-op members will receive additional benefits during this period, including 20% off a single full-priced item and an extra 20% off a single REI Outlet item using the code HOLIDAY2026. Members also receive a 10% dividend on most purchases and discounts on gear rentals. The company will continue to update its deals section, and the REI Outlet's inventory will change frequently, with sales prices potentially dropping suddenly. This approach suggests a sustained effort by REI to balance its commitment to outdoor advocacy with strategic sales events throughout the holiday season, rather than concentrating all efforts on a single Black Friday event.
Beyond the Headlines
REI's consistent #OptOutside campaign reflects a deeper cultural and ethical stance that extends beyond mere marketing. By actively encouraging a break from consumerism on Black Friday, REI is advocating for a shift in societal values towards experiences over material possessions and promoting environmental stewardship. This initiative can foster a stronger sense of community among outdoor enthusiasts and potentially inspire a broader movement towards more mindful consumption. The company's decision to pay its employees for the day off further underscores its commitment to employee well-being, setting a precedent that could influence labor practices in the retail industry. This long-term vision positions REI not just as a retailer, but as a lifestyle brand and an advocate for environmental and social responsibility, potentially enhancing customer loyalty and attracting a demographic that values ethical business practices.
