#OptOutside with REI on Black Friday
REI's most recent marketing campaign is taking over social media by storm. In what is almost unheard of in the retail industry, the upscale outdoor gear company is closing all of its stores on Black Friday, encouraging its customers to #OptOutside instead. In recent years, social media has been buzzing with complaints about stores opening earlier and earlier for Black Friday, with many opening on Thanksgiving evening. And while I was never one of those who shopped on Thanksgiving after our family dinner, I usually do go out and do some shopping on Black Friday - that's just what you do, right? Granted, we would go shopping as a family, so there's that. But, if your family is like mine, we are spread across the country and don't get to see each other very often. This #OptOutside campaign actually made me stop and think: "Hey, maybe we can go do something together, rather than do shopping together." This marketing campaign is brilliant and fully in line with REI's target market. CEO, Jerry Stritzke to CNN Money, "This business centers [on] the outdoors," he said. "Thus, we can do something like close our doors on Black Friday, and we'll have the membership that'll think that's cool." Stritzke thinks that this campaign is going to be a great way to bring in new, passionate customers. Which will be worth more than competing with holiday bargain shoppers. Yes, I would have to agree.