The Friday after Thanksgiving has become synonymous with crowds of shoppers hitting stores dark and early for amazing deals as retailers seek to launch the holiday sales period with a bang. For the last three years, however, the premier outdoor gear and sporting goods store, REI (Recreational Equipment, Inc.), has chosen a diametrically opposite path. Since 2015, this member-owned co-op boasting 12,000-plus employees and 154 stores in 36 states remains closed on Black Friday, doesn’t process any online sales and pays its employees to spend the day in the great outdoors . . . and encourages its patrons to do the same.

This unique approach to holiday marketing has proven remarkably successful in many ways, garnering numerous international advertising awards and positive attention and partnerships across a broad spectrum. The Instagram tag #OptOutside, which REI created that first year to encourage participants to share their outdoor, non-shopping experiences, has been adopted by users to record their adventure experiences beyond just the Black Friday event. This year, REI created an experiential search engine to collect user-generated content tagged at #OptOutside and combine it with real-time information about locations and experiences.

State, local and national parks have run with the concept, many offering special (often free) programs, interpretive talks and hikes on Black Friday. Nine states, including New York, Colorado and Washington, waived entrance fees at all state parks for the day. Others discounted or waived parking fees and campsite and cabin rental charges. The National Park Service linked its own hashtag, #FindYourPark, with #OptOutside and made it easy for citizens to search for their nearest park and a list of special Black Friday deals and programs.

Other businesses have gotten into the act as well. Previous partners have included Subaru, Meetup, Skedaddle and Upworthy. This year Lyft offered $10 off rides to major parks in 12 cities across the United States (Atlanta; Baltimore; Denver; Milwaukee, Wisc.; Philadelphia; Phoenix; Portland, Ore.; Salt Lake City; San Diego; San Francisco; Tucson; Washington, D.C.), making it clear one doesn’t need to head to remote wilderness to enjoy the perks of being outside.

I myself always avoid Black Friday shopping — who needs to start off a potentially stressful season with that kind of madness? This year I enjoyed a long walk and spent the afternoon raking leaves in the sunshine. How about you? Did you embrace the shopping madness, or did you opt for fresh air and a peaceful sojourn outdoors? What would you like to do next year?

— Patty Vanikiotis, associate editor/copy editor