10 years of #OptOutside: REI Co-op continues to close its doors on Black Friday

In 2015, a simple question was asked at REI Co-op that would later spark a movement: What if we closed on Black Friday?

Susan Viscon, now the co-op's Chief New Ventures and Impact Officer, was part of that conversation. “When we first decided to close our doors on Black Friday, it was a leap,” she said. “It meant missing one of the biggest sales days of the year so our employees could be outdoors with their families and friends. But that was the point. Choosing time outside was an act of care that reflected our values and who we are as a co-op.”

What began as a single idea has become a legacy at the co-op. In 2022, REI made Opt Outside permanent, ensuring every employee continues to receive a paid day off to spend time outside.

“I remember announcing Opt Outside at a store manager conference and seeing tears in people’s eyes,” Viscon said. “When we reopened, everyone came back refreshed, proud, and more connected to what REI stands for. We did what felt right for the co-op, and it changed everything.”

REI will continue its tradition of closing all stores this Thanksgiving and Black Friday, giving employees time to be outside with the people and places they love most.

“The holidays can be one of the busiest times of the year, but also one of the most meaningful,” said REI CEO Mary Beth Laughton. “Opt Outside gives all of us the chance to pause, step outside and reconnect with ourselves, our communities and what matters most.”

A decade of lasting impact

Over the past 10 years, Opt Outside has evolved from a single idea into a way of life, rooted in the belief that time outside is essential to our health and happiness. Opt Outside has given employees a meaningful break and encouraged millions of people to choose nature over noise. Together, REI employees have spent more than 1.2 million hours outside, representing 150,000 paid days off since Opt Outside began.

Culturally, it has challenged retail norms and helped spark a national rethinking of Black Friday. Millions have traded shopping carts for hiking boots, and more than 7,000 partners, including parks, nonprofits and outdoor brands, have joined the movement to celebrate life outdoors over consumerism.

Environmentally, it’s reinforced the co-op’s belief that time outside is worth protecting. Over the past decade, REI and its 25 million members have supported the protection of the outdoors, inclusion in the outdoor community and responsible recreation, helping ensure that outdoor spaces remain open and accessible for everyone.

Join the Movement

This Black Friday, we invite everyone to skip the checkout line and #OptOutside. Gather your favorite people, head to your favorite trail, park, or backyard and enjoy time outside.

About the REI Co-op