REI Co-op kicks off winter with its Twinkies™ tradition and Summon the Snow festivals inspiring outdoor enthusiasts to gear up for an epic season

As winter approaches, REI Co-op is gearing up for the season that matters most. It’s a time when 25 million members stock up for cold-weather adventures and employees keep a quirky tradition alive by roasting Twinkies™ (yes, really) to summon the snow.

This stretch of the year is the heartbeat of our business and a driver of 20% of annual sales. This November, the co-op kicks off its annual Holiday Sale (running November 14–24) with up to 30% off top gifts from beloved outdoor brands, co-op favorites and cold-weather essentials. Curated gift guides make it easy to find something for everyone, helping customers give gifts that lead to fresh air, cozy campfires and memorable moments outside.

It’s also about bringing people together. This year, REI’s Summon the Snow festival, presented by The North Face, grows beyond Denver, landing in Seattle for the first time with live music, mountain athletes and more than 40 outdoor brands ready to celebrate the season.

After drawing more than 4,000 attendees and raising over $20,000 for Friends of the Colorado Avalanche Information Center in Denver last month, the celebration continues in Seattle this weekend, Nov. 8. Presented by The North Face the event features live music from Ghostland Observatory and hands-on experiences from Arc’teryx, Peak Performance, Fjällräven and others. Tickets are free but required for entry; get yours today.

“Summon the Snow started as a simple idea to bring the community together around our shared love for winter,” said Josh Millward, REI’s Manager of Local Marketing. “It has grown into something much bigger from Denver to the Pacific Northwest. It’s a celebration of snow, stoke and the people who can’t wait to get back on the mountain.”

That same summoning spirit runs deep within our culture. Nearly 50 years ago, a group of ski techs at REI’s Berkeley store tossed a tray of Twinkies™ into a campfire while chanting “snow, snow, snow.” What began as a lighthearted way to summon snow became a beloved employee tradition that now spans stores and distribution centers nationwide. In 2006, employees in Denver held their annual roast and three blizzards followed.

Today, teams still gather each fall to roast Twinkies™, share stories and welcome the season ahead.

“It’s a unique reminder of how much winter means to us,” said John Junke, co-op program specialist. “And it's a fun way to connect employees across our co-op to a quirky, but important, part of our history. From Twinkie roasts in stores, office parking lots, or virtual get togethers to festivals that bring together thousands of people, it all comes back to the same thing: our shaved love of snow and the communities it builds.”

For those ready to get outside this winter, find gear, gifts and inspiration, check out our seasonal gift guide at REI.com.

About the REI Co-op