Author:
ssociate professor of History and Environmental Studies, Bowdoin CollegeWhile shoppers scramble for Black Friday bargains this year, outdoor retailer REI is closing its 154 US stores. This is the third consecutive year that the Seattle-based company will ignore the frenzy that traditionally marks the start of the holiday shopping season. REI’s nearly 12,000 employees will get a paid holiday and will not process any online orders.
Instead, REI exhorts workers and customers to get outside with family and friends. #OptOutside, a Twitter hashtag that REI coined to promote its anti-Black Friday, has been widely adopted by outdoor lovers, as well as environmental groups and businesses that partner with REI to promote this event.
The campaign has drawn international praise from the advertising industry and has become a yearly phenomenon. State parks from Oregon to Indiana, often in concert with local nonprofits, offer free admission and other perks on Black Friday. This year REI is launching an “experiential search engine” where users can share photos and video of their favorite outdoor destinations, augmented with information such as directions to trailheads or events celebrating our nation’s public lands.
Many observers have praised REI for mixing business savvy with crunchy acumen. But how did REI and other outdoor companies align themselves with conservation? How do they square selling expensive apparel and promoting carbon-spewing tourism with their customers’ love for the outdoors? And how radical is “Green Friday,” especially if the OptOutsiders are carrying backpacks stuffed with the latest gear made from precious petroleum, rare metals and pricey fibers?