Since 2015, the outdoor gear giant REI has gone the opposite direction of most retailers on Black Friday. Instead of slashing prices and advertising sales on the biggest shopping day of the year, REI has closed its doors, shuttered its online sales, and encouraged would-be shoppers to go outside instead. Employees are still paid as if it were a work day.
For the past four years, the #OptOutside campaign has taken people from crowds and consumerism to the simple joys of nature. But this year, they're taking the idea one step further. Through more than 100 organized clean-up events, REI is asking people to "Opt to Act" for the environment.